Defining a Brand Point of View That Connects with Consumers (Virtual) | School of Marketing | ANA

Defining a Brand Point of View That Connects with Consumers (Virtual)

Establishing an Effective Digital Brand Connection 101
(Virtual Half-Day Workshop)

Many marketers still struggle to connect digitally with customers in ways that clearly and authentically communicate the brand essence – and why your customers should engage with you.

The idea that you can convince customers to engage or purchase simply by telling them to is flawed; today ‘story doing’, showing, and acting on how your business can improve your customer’s life is essential to make a lasting impression.

In this workshop – the first in a four-part series on creating effective digital connections with consumers – we will walk you through the steps to establishing, maintaining, and evolving your company's digital presence with authenticity by defining your brand point of view (POV). Participants first review current-day examples of leading web brand presences and conduct a SWOT analysis of their own brand’s digital impact. After which, participants work in teams to clearly define their brand POV and discuss how to leverage their POV to create stronger emotional connections with consumers that impact lifetime value.

*This workshop is the first in ANA’s four-part series titled Establishing an Effective Digital Brand Connection Mastery Program, designed to drive customer lifetime value in the digital world.

It is suitable for both B2B and B2C audiences. Examples and exercises can be tailored to fit either scenario.

Target Audience
This workshop is for marketing and brand managers responsible for building a successful web presence and activation strategy, including:

  • Marketing Managers
  • Digital Marketing Managers
  • Community Managers
  • Social Media Managers

It is particularly relevant for brands that:

  1. want to understand ways to improve their competitive advantage in the digital space
  2. are struggling to drive customer loyalty but aren’t sure why.

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.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • What an effective digital presence looks like
  • How to craft a Brand POV that connects with consumers

This workshop helps attendees increase marketing efficiency by teaching them:

  • How Brand POV can be used to refine messaging for greater impact and improved CLV


Download the full agenda here



Jay Mandel

After nearly twenty years serving some of the world’s largest Fortune 500 companies in senior marketing roles, Jay now channels that experience to help organizations and individuals deliver emotional and meaningful connections with customers. As an entrepreneur, professor, marketer, and coach, Jay is defining a more effective and efficient model for our customers to engage with, based on current marketplace trends and the power of networking, technology, and trust. The glue that holds Jay’s work together is his core values: Candor, Curiosity, and Collaboration.

Jay has longstanding partnerships with diverse and highly skilled marketing consulting and technology providers including Royal Ventures, UX Bureau, and Ringer. He regularly contributes brand marketing and content strategies for middle-market companies and corporations.

He is the principal of Your Brand Coach and provides coaching and mentorship to professionals looking for a more fulfilling life and career. His approach is centered around helping clients define core values and a simple marketing promise so that clients’ values can be applied commercially.

Jay is also an adjunct professor at Sacred Heart University’s Jack Welch College of Business and Technology and teaches graduate-level marketing classes including Social Media, Building your Personal Brand through Content Marketing, and Post-Pandemic Marketing. In addition, Jay is on the Association of National Advertiser’s roster of trainers.

Before his entrepreneurial career, Jay provided six regions and 220 markets with the tools to complete consistent/on-brand social and content marketing (i.e, social publishing and collaboration platform, dashboards, social listening, and analytics). This led to multiple award-winning global campaigns including Open Championship, and the Rugby World Cup.

Jay received his Bachelor’s degree in Marketing, Entrepreneurship & Emerging Enterprises, and Information Studies from the Whitman School of Management at Syracuse University. Mandel then received a Master’s degree from Columbia University in Strategic Communications.