Developing a Brand-inspired Digital Strategy (Virtual Open Enrollment) | School of Marketing | ANA

Developing a Brand-inspired Digital Strategy (Virtual Open Enrollment)

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

Virtual 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, specifically, content marketing and social media.

Target Audience

  • Mid-level brand and marketing managers responsible for developing or refining brand strategy.
  • Entry- to mid-level marketers responsible for developing and executing digital activation.
  • Particularly relevant for companies struggling to maximize their digital spend.

Virtual 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. Specifically, it will accomplish the following:

  • How to use digital activation to increase brand differentiation and drive competitive advantage
  • How to make sure digital activation is not only driving short-term business results, but also building long-term brand equity
  • How to ensure content marketing is consistent with—and in service of—brand positioning, with a particular emphasis on using content to educate customers on the brand (vs. merely sell products/services)
  • How to ensure social media activity is supporting the brand positioning, including choosing the optimal platforms and humanizing the brand in a relevant way


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.