| |

The Art and Science of Brand Building

Workshop Description

This is a hands-on immersion into the fundamental building blocks and techniques that create a powerful and profitable brand. You will learn that brand building requires a unique combination of skills: marketing science and communication arts. You will have an opportunity to explore and practice each during the learning experience.

This workshop will introduce you to a five-step process for effective brand building. The rationale behind each step will be explained. Numerous recent examples regarding how each step in the process has been applied by successful brands will be provided. You will work with colleagues on a case study to acquire hands-on experience applying each of the concepts you are learning.

You will explore issues that arise after a brand has been successfully developed and launched. These include measuring success, determining brand architecture, and developing brand extensions. For each of these issues, you will learn concepts and techniques used by successful brands. You will again have the opportunity to apply what you learn working on case studies with your colleagues.

Who Is This Workshop For?

Product/brand managers, integrated marketing managers, advertising/communication managers, marketing strategy planners, and other marketing professionals who want to sharpen or expand their branding skills.

Workshop Benefits

  • Employ a disciplined five-step process to create a powerful brand:
  1. To understand the customer.
  2. To create a differentiated brand promise.
  3. To create a unique verbal and visual brand identity.
  4. To communicate to your customer using emotional and rational persuasion.
  5. To assure consistent execution of your brand promise over time and across touch points.
  • Investigate best practices for building a measurement dashboard for your brand.
  • Learn the fundamentals of brand architecture and various approaches successful companies use.
  • Discover the concept of a brand “domain” and how this can help guide a successful brand extension strategy.
  • Learn best practices from a multitude of B-to-B and B-to-C branding case histories and examples.




Begins:Wednesday, December 10, 2014 at 8:30am
Ends:Thursday, December 11, 2014 at 5:00pm

Reed Smith
599 Lexington Avenue
22nd Floor
New York, NY 10022

Registration Pricing
    ANA Member BAA Member Non-Member
  Program Registration Fee $1,595.00 $1,595.00 $1,895.00

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.





Takeaway/Content Summary




  • A brief history of branding
  • The five principles of effective branding:
  1. Understand the consumer
  2. Make a differentiated promise
  3. Create a unique identity
  4. Communicate persuasively
  5. Be consistent over time and across touch points


Understanding the customer: Segmentation


  • Introduction to market segmentation
  • Two segmentation case examples
  • Hands-on: Three-step exercise to develop and apply targeting and segmentation


Understanding the customer: Hierarchy of Need


  • Hierarchy of need concept
  • Two examples of categories where two competitors have successfully differentiated themselves by focusing on a unique need
  • Hands-on: Build a hierarchy of need for a specific case


Make a differentiated brand promise


  • Building blocks of brand positioning
    • Points of parity versus points of difference
    • Reasons to believe
    • The brand promise
    • Brand equities and personality
  • Hands-on: Four-step exercise to build a “Brand Bull’s Eye”


Create a unique identity


  • The power of names and symbols
  • Criteria for brand names and symbols
  • Hands-on: Assessment of selected brand names and logos


Communicate persuasively using emotional and rational persuasion


  • The triune brain theory
  • The power of appealing to the unconscious:  archetypes and mythology
  • Hands-on: Critique various brand campaigns to determine how they appeal to the brain


Be consistent over time and across touch points


  • If your positioning works, don’t change it; examples of successful consistency and expensive mistakes
  • Hands-on: Using a consistency checklist to assess various campaigns


Assuring consistent execution of your brand positioning


  • How to use your brand positioning
    • To guide the development of your brand positioning by your creative partners (e.g., advertising agencies, web developers, etc.)
    • To assess different executions and provide clear, specific feedback to creative partners


Measuring brand equity


  • What is brand equity?
  • Types of brand metrics
  • Building a brand dashboard
  • Hands-on: Selecting brand dashboard metrics for three specific cases


Determining brand architecture


  • Corporate brand architecture: Three models
  • Hands-on: Which brand architecture does your company use?
  • Brand architecture for product lines:
    • A branded house
    • A house of brands
  • Hands-on: Discuss the strategic strengths and weaknesses of each approach for product lines


Extending the brand


  • Growth through brand extension
  • The concept of a brand domain
  • Hands-on: Building a brand domain map for a specific case


Upcoming Classes

Digital Leadership Masterclass

New York, NY

Elevating Your Creative

New York, NY

Sports Sponsorship: How To Play Smart & Win Big

New York, NY

The Art and Science of Brand Building

New York, NY

Marketing To The New Majority

New York, NY

See all classes