Effective Brand Management Mastery Program (Two Day Open Enrollment) | School of Marketing | ANA

Effective Brand Management Mastery Program (Two Day Open Enrollment)

(Two Day Workshop)

Strong brands are an essential element of marketing effectiveness. Brands which are relevant and connect with the customer build longer term loyalty and ultimately drive greater value for your organization when compared to the competition. In order to succeed in your business, you must be a strong brand, with strong brand management skills.

This two-day mastery program will help you understand how to build a more effective brand, drive value, and engage customers in long term relationships. By taking you through a carefully curated four-step pathway, marketers will learn the essentials of effective brand management: (1). how to develop actionable insights that get to the human truth behind your customer – and inform on how to engage with them –; (2). crafting and evangelizing a clear brand management framework; (3). developing an integrated marketing plan; and (4). effectively executing on that plan.

We'll cover topics like how to manage your brand; brand positioning; differentiating your products and services; and how to develop a compelling brand promise and personality for your brand. Throughout the program we will use the Brand Bullseye tool, which will provide a framework for you to articulate the brand and a tool to implement your thinking on the job.

In a digitally enabled world, it has never been more important to take a 360-degree approach to marketing planning. We can no longer rely purely on communications to deliver our brand story. Marketers must now develop integrated plans across a broader range of touchpoints and work within their organizations to champion the customer perspective in order to ensure a holistic brand experience. Participants will leave this mastery program understanding how to execute a comprehensive integrated marketing plan, with insights on breaking down silos to drive results.

 Who is this Mastery Program for?

This workshop is for marketing managers and marketing directors who are responsible for developing campaign plans, activations and marketing strategies, and who want to increase their understanding of the process of creating a brand and bringing it to the marketplace as a strong consumer proposition.

A research background is not needed for this program.

Program Benefits

The benefits of attending this workshop fall under the following key drivers of growth: 

This program helps attendees improve marketing effectiveness by teaching them:

  • How to make better decisions on campaigns and activations that are driven by customer insight
  • How to build a strong brand and drive value from it
  • A framework for thinking beyond marketing communication to all brand touchpoints
  • How to identify what integrated execution looks like and how it can be implemented

This program helps attendees increase marketing efficiency by teaching them:

  • How to take marketing beyond just communication-based tactics and think about the broader customer experience
  • Techniques for making marketing dollars go further
  • How to increase the impact of marketing campaigns and activations
  • A framework that can be used in briefing and planning sessions
  • How to make the best use of internal data and research
  • Techniques for ‘sweating the assets’ across multiple channels

This program helps attendees improve marketing ROI by teaching them:

  • How use customer insight to influence customer behavior
  • How to drive greater customer lifetime value from having a strong brand
  • How to improve the competitive positioning for your products and services
  • How integrated marketing drives up your ROI

This program helps attendees improve employee alignment and collaboration by teaching them:

  • How to create a common language around the customer within the organization
  • How to work more effectively with research and data teams.
  • How to be more productive as a marketing team
  • How to deploy the RACI model to drive greater collaboration and internal focus


 Download the full agenda here


  • Simon Bradley

    Simon is an international marketing leader with extensive client side experience with brands like Virgin Atlantic Airways, the New York Knicks, The Rockettes and Madison Square Garden. He is also an Adjunct Professor in Integrated Marketing at New York University.