Developing a Brand-inspired Digital Strategy (Full Day) | School of Marketing | ANA

Developing a Brand-inspired Digital Strategy (Full Day)

How to Achieve Alignment between Digital Activation and Long-term Brand Equity
(Full Day Workshop)

Workshop Description
When it comes to digital marketing, many investments are wasted because the tactics themselves are not being aligned to the overall brand strategy. All too often short-term, transaction-driving objectives supersede long-term brand-building ambitions. Marketers tend to resort to so-called digital best practices and copycat behavior—creating the same type of generic content, sending bland and undifferentiated email blasts, and tweeting at the same time of day—all with little consideration as to how it impacts their valuable brand assets.

In this workshop, you will learn how to ensure your digital marketing strategy is inextricably linked to the brand strategy it is intended to serve. Going beyond mere clicks and CTAs, this workshop will demonstrate how digital activation can become a source of competitive advantage by reinforcing and strengthening long-term brand equity. It will demonstrate how critical components of brand strategy—including product/service offering, promise, and experience—need to be reconsidered within an activation ecosystem that is increasingly digital. Through a combination of new frameworks, case studies, and group exercises, it will cover multiple facets of digital activation, including content marketing, social media, user experience, and measurement.

Who Is This Workshop For?
This workshop is for mid-level brand and marketing managers responsible for developing or refining brand strategy, and for entry- to mid-level marketers responsible for developing and executing digital activation. It is particularly relevant for companies struggling to maximize their digital spend.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to use digital activation to increase brand differentiation and drive competitive advantage
  • How to rethink critical components of brand strategy with digital activation and user experience in mind
  • How to increase customer satisfaction by creating a digital user experience that is both on-brand and consistent with the offline experience

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to improve consistency in customer experience by more purposefully and intentionally aligning physical and digital touchpoints
  • How to ensure marketing communication in the digital realm—especially in social media—is supporting the brand positioning and promise

This workshop helps attendees maximize marketing ROI by teaching them:

  • How to balance the potentially competing objectives of driving short-term business results with building long-term brand equity
  • How to measure the impact of “softer” brand metrics relative to digital activation


Download the full agenda here


  • Mitch Duckler

    Mitch Duckler is managing partner of FullSurge, a strategic consulting firm that helps clients achieve business growth through brand building. Mitch teaches Developing a Brand Portfolio Strategy Workshop.