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The Art and Science of Brand Building

This event is over.

While Brand equity is an intangible asset, it is the single largest component of your market capitalization. Brand equity is the added value that a brand brings to a product or service beyond the functional benefits provided by the product itself. Consumers love brands because they offer an extra value - that is, one in addition to the core product or service. That value becomes the major motivation for consumers to buy or use the product. Major asset categories are: brand name awareness, brand loyalty, perceived quality, and brand associations. However, many companies have no process or plan for building brand equity.

This workshop is devoted to how branding, properly planned, developed and implemented, can contribute to both a sustainable corporate advantage and an increase in shareholder value. Participants will delve into the fundamental techniques and building blocks that create a powerful and profitable brand. You will learn a process for effective brand building, the rationale behind each step and why each step in the process is crucially important. The course will also explore issues that arise after a brand has been successfully developed and launched, include measuring success, determining brand architecture, developing brand extensions and globalizing a brand. Participants will gain practical experience by working on a relevant case history with their classmates.

And because a strong brand impacts everything from the ability to recruit top talent to opportunity to grow the bottom line, there is little wonder why more and more attention is being paid to measuring and managing brands as assets.

Who is This Course For?

All managers responsible for their firm's marketing, brand or divisional business who are ready to take it to the next level. It's also for those new to managing marketing, including brand managers and assistant brand managers.

Key Takeaways

  • How to generate a disciplined process that guides nurturing long-term brand health.
  • How and why creating a clear shared brand vision is important - then how to turn that vision into a brand equity plan guided with metrics.
  • Learn how to create a long-term brand equity development plan including the elements and specific activities aimed at delivering brand equity goals.
  • Be able to identify sources of brand equity.
  • Utilize brand associations to manage brand identity.
  • Identify how direct and indirect distribution channels can influence brand equity.
  • Select promotional options that can impact brand equity.
  • Use appropriate marketing mix components to build brand equity.
  • Identify the stages for developing brand equity.



Begins:Tuesday, December 3, 2013 at 8:30am
Ends:Wednesday, December 4, 2013 at 5:00pm

Reed Smith
599 Lexington Avenue
22nd Floor
New York, NY 1002

Instructor: Richard Costello

Richard is the founder of MagicEcho, a consultancy that facilitates retreats, strategy reviews and brainstorming sessions for boards of directors, management teams and industry groups as well as counsel on marketing strategy and planning. He leads seminars for the ANA School of Marketing on a variety of subjects, including branding, integrated marketing communications, new product development, marketing innovation and marketing planning.

Prior to founding MagicEcho, Richard worked for 22 years as the “brand guru” for General Electric. He led the development and implementation of the long running “We Bring Good Things to Life” advertising campaign. During his career, Richard provided marketing guidance to every GE business, including lighting, jet engines, plastics, NBC, appliances, financial services and medical systems. This has given him an extraordinary diversity of business and marketing experience. Additionally, he was a member of the business team that transformed the culture of GE from a sleepy bureaucracy to a lean, aggressive growth machine.

Born and educated in London, England, Richard started his career in the British advertising industry. He moved to the United States in 1973. He worked for advertising agency McCann Erickson, in London and New York, before joining GE in 1980. For the first five years of his advertising career, he focused on media strategy, subsequently shifting to account management. He worked with a broad variety of clients including Exxon, Martini & Rossi, Johnson & Johnson, Unilever and Gillette.

Richard served as a board member and chairman of the ANA. He has also served on the boards of the Advertising Council, and is currently on their finance committee, and the BPA, where he continues to be a consultant to the chief executive officer. He has served on a variety of local not-for-profit boards in Connecticut, including the Norwalk Education Foundation and Shakespeare on the Sound.


1. Understanding the Consumer

  • The customer is "Boss"
  • Customer segmentation, need for focus
  • Consumer centricity -  vital to brand building
  • Brand promise drives increased loyalty.

2. Developing the promise

  • Brand promise defined
  • Brand promise, building blocks.
  • How brand promise provides competitive insulation;
  • Components of a brand promise (points of parity vs. difference, reason to believe)

3. Shaping Your Brand's Unique Identity

  • Why creating a unique brand identity is essential to separate your brand from competition;
  • The power of names, colors, logos, symbols,
  • Criteria for developing names, symbols

4. Persuading Powerfully

  • Emotion is a powerful communication devise;
  • The Triune Brain theory
  • How the human brain receives messages
  • Methods to communicate including (sound, pictures, symbols)
  • Archetypes and storytelling

5. Evaluating Consistency

  • The importance of consistency in brand messaging, and all customer touchpoints
  • Messaging consistency best practices
  • why message consistency drives marketing effective and efficient
  • Focused, emotional message highly relevant to primary target

6. Measuring Brand Equity

  • What is brand equity, how can it be measured, why do you want to grow it
  • Building brand equity marketer's primary job
  • Measuring brand equity
  • Building a brand equity dashboard

7. Determining Brand Architecture

  • The structure of brands within an organizational
  • The way in which brands within a company's portfolio are related to, and differentiated from, one another
  • How corporate brand and sub-brands relate to and support each other.
  • Understand how a family of brands relate to one another,
  • Brand architecture for product lines; differentiate by segment, price point, etc.

8. Extending the Brand

  • Growth through brand extension
  • Identify opportunities to extend your brand's domain (size)
  • Look at your brand from a different perspective to find new growth opportunities.
  • Add to your brand portfolio,
  • Organic growth strategies, identify the right one.

9. Globalizing the Brand

  • Why global brand expansion
  • Global brand exception not rule
  • Customers are global, shouldn't their brand be?

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