The Art and Science of Brand Building | School of Marketing | ANA

The Art and Science of Brand Building

This event is over.

This session is available as a member-benefit to ANA client-side marketer members only. Seats are limited and confirmation of attendance will be required in advance of the session.

To be added to the waitlist for this session, please send a note to bgilliam@ana.net with your name, email and phone number. 

 

Download the full benefits here 

 

  • Setting the Stage (30 min)
  • The Power of Identity of Archetypes, Identity & Brand Architecture (45 min)
  • Break (15 min)
  • Segmentation Tool: Understanding Your Consumer and Their Values (45 min)
  • Hierarchy of Needs Tool: Emotive Drivers (45 min)
  • Summary of Learning (30 min)
  • Lunch (30 min)
  • Competition Tool: Who and What Your Are Competing With in Your Consumer's Brains (45 min)
  • Brand Promise Tool: Identifying Key Brand Assets (75 min)
  • Brand Experience Tool: The VitaL Journey! (75 min)
  • Conclusion (30 min)

Instructors

trainer

Ed Faruolo

Ed Faruolo is the founder of VitaLincs, a consultancy that helps its clients increase their appeal within the markets they serve through interactive workshops and strategic consulting. His clients include major corporations and new ventures, such as MD Insider and The Good For You Network. Previously, Ed served as chief marketing officer at Cigna, where he led the worldwide brand transformation that established the company as a tier-one brand in the health and benefits category. And he was vice president of brand development at Lincoln Financial. Ed repositioned the Travelers brand as a diversified financial services enterprise, which helped attract the Citi acquisition.

Ed is an ANA Faculty member who has worked globally in locations ranging from Sharm el-Sheikh, Egypt, to Plymouth, Wisconsin, for companies ranging from B2B to B2C, including Benjamin Moore Paint, Bush Beans, Touchstone Energy, and Outback.