Defining a Brand Point of View That Connects with Consumers (101) (Virtual Open Enrollment) | School of Marketing | ANA

Defining a Brand Point of View That Connects with Consumers (101) (Virtual Open Enrollment)

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 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). Using a sample B2B or B2C brand, participants first review current-day examples of leading web brand presences and conduct a SWOT analysis of a sample brand’s digital impact. After which, participants then work to clearly define a POV for their sample brand, and discuss how to leverage brand POV to create stronger emotional connections with consumers that impact lifetime value.

*This workshop is the first in a 2-part series designed to help you understand how a strong Brand Point of View and relevant messaging results in better connections with consumers in the digital world.

You can sign up for the second workshop in the series here.

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.