Branding 2.0

“Ultimately the brand resides in the minds of its stakeholders,” branding guru Kevin Lane Keller once wrote. Yet in today’s “cluttered” world, it is difficult to occupy any place in customers’ minds, let alone a differentiated and superior position. The challenge for B2B and B2C marketers is to develop and execute a unique, ownable, and consistent brand strategy that will take hold and endure. In this webcast, Jeff Maloy will describe how you can ensure the brand strategy you develop will reach your target customers and be reinforced in their hearts and minds. He will present a framework for aligning the 7 critical components of a brand strategy, as well as offer a process for translating this strategy into execution. You will learn: • The framework and key components of a compelling, cohesive, and powerful brand strategy. • How to successfully manage the transition from development to implementation. • Criteria to use to evaluate different executional elements–from logos, to new products, to ad campaigns.

Presenting

Jeff Maloy, Senior Vice President, Copernicus Marketing Consulting & Research

Channel

Copernicus

Date

Apr 27 2011

Duration

00:30

Tags

branding, strategy