Insights from the Brand Strategy Committee

The Brand Strategy Committee brings together marketers focused on how brands create long‑term enterprise value through positioning, purpose, architecture, and competitive strategy. Managed by the ANA Brand Practice, the committee aligns around the BEAM framework — Belief, Equity, Activation, and Measurement — to advance brand as a meaningful, measurable driver of growth. Content produced by the committee shares evidence‑based insights, research, and practical guidance that help marketers build, execute, and quantify strong brands with confidence.

  • Tips for Content Marketers from Meredith

     Event Recaps   February 5, 2021  

    The Meredith Corporation shared recommendations for adapting one’s approach to content marketing, addressing issues such as how to meet the changing needs of consumers and finding new ways to undertake video production.

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  • The Effect on Sponsorship After the Pandemic

     Event Recaps   January 25, 2021  

    Nestlé USA discussed how both the pandemic and the "rush" to digital properties has fundamentally changed the brand's expectations of their sponsorship and partnership marketing efforts.

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  • Innovate or Die: The Choices Legacy Brands Must Make

     Event Recaps   December 11, 2020  

    Andrew Long, head of marketing at Simmons, highlights successes and lessons learned from the mattress giant’s total rebrand, done to connect with gen Z consumers who were buying their mattresses from marketplaces where Simmons was virtually invisible prior to this campaign.

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  • How to Bring Brand Strategy to Life in Culture

     Event Recaps   January 29, 2020  

    Alain Sylvain, founder of and CEO at Sylvain Labs, shared the stories of the WNBA and BlackRock, why these brands set out to create real change, how they did it, and the long-term effects their brand strategies continue to stimulate today.

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