Developing a Brand Portfolio and Architecture Strategy

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• Setting the Stage (20 min)
• Warm-up: Model Portfoliosm Guiding Principles (60 min)
• Break (15 min)
• Market Maps (15 min)
• Market Maps Exercise (45 min)
• Brand Portfolios (45 min)
• Lunch (60 min)
• Brand Architecture Deep Dive Overview (30 min)
• Brand Architecture Deep Dive Exercise (60 min)
• Break (15 min)
• Evaluations (60 min)
• Migration (30 min)
• Closing and the Path Forward (30 min)

When

Where

Duke Realty
600 E. 96th Street
Suite 100
Indianapolis, IN 46240

Instructor: Mitch Duckler

Mitch Duckler is managing partner of FullSurge. He has over 25 years of line management and strategy consulting experience in leading complex engagements and overseeing client relationships. His areas of expertise include brand strategy, customer and consumer insights, and innovation. He has successfully led engagements for Fortune 500 companies, including Boeing, U.S. Cellular, Deloitte, Kellogg’s, Best Buy, Campbell’s Soup, NBC Universal, Wrigley, The Home Depot, General Electric and ExxonMobil.

Mitch is President-Elect of the Marketing Advisory Council of the American Marketing Association (AMA). He has also chaired the AMA’s Annual Marketing Conference three consecutive years, and has been a featured speaker and workshop facilitator for the Institute for International Research (IIR), and Institute for the Study of Business Markets (ISBM). He has written articles on brand and marketing strategy for industry periodicals, including Brandweek, Marketing News, and Marketing Management.