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

The Art and Science of Brand Building

Your brand is an intangible asset and yet it is the most powerful contributor to the long-term growth of your company’s bottom line.  It takes vigilance and a disciplined process to maintain and grow your brand equity.  To remain relevant, your brand needs customer insight and analysis, competitive analysis, and effective positioning and activation. This course will help your brand compete and win in the marketplace; it breaks down the key components of brand building in a way that will build your knowledge and reveal practical insights and initiatives that you can use to build your brand and bottom line.

Learning Experience

This is a multi-media format course and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, activities, assessments, and resources/tools.

Who Is This Course For?

Junior, middle, and senior marketers - those new to marketing will find this a great introduction to key essentials, while those with more experience will expand their knowledge.

Learning Objectives

  1. Learn how to identify the key customer segments that drive your business
  2. Gain a deep understanding of your key customer segment motivators and how to establish a strong emotional connection
  3. Establish exactly what you are competing with in the minds of your customer segments
  4. Learn about the power of archetypes and brand identity
  5. Learn how to define a differentiating brand positioning
  6. Identify critical brand assets and align them to design a distinctive brand experience

Find out what you will learn from instructor Ed Faruolo in the video below.

Estimated Length of Completion

Approximately 2 or more hours. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Nonmember $99



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.