A big challenge for many brand managers is determining how to best leverage the brand to drive growth and where to invest, given the myriad of options. In this session, Messrs. D'Esopo and Dixon share some of the tools and techniques they use to determine a client's most promising brand-building opportunities and how to prioritize investment in those activities. Using tools such as brand touch point analysis, choice modeling, and Strategic Brand Assessment
SM, they show how a unique blend of creativity and predictive tools help companies focus and better leverage their brands to drive growth.
Speakers: Michael D'Esopo, Senior Partner, Lippincott
Peter Dixon, Creative, Director, Lippincott
Source
"Innovation and Branding: Tools and Techniques." Michael D'Esopo, Senior Partner, Lippincott; Peter Dixon, Creative, Director, Lippincott. ANA Brand Innovation Conference, 04/17/08.
