The Art and Science of Brand Building

This event is over.

Seats are limited and confirmation of attendance will be required in advance of the session.


It is an intangible asset and yet your brand(s) is the most powerful contributor to the long term growth of your company’s bottom line. It takes vigilance and a disciplined process to maintain and grow your brand equity.  To remain relevant, your brand needs customer insight and analysis, competitive analysis, and effective positioning and activation. Without these your brand equity may erode, falling victim to misaligned and ineffective marketing, poor marketing ROI, internal obstacles, and misunderstandings.  

This workshop will help your brand compete and win in the marketplace. It breaks down the key components of brand building in a way that will engage you, build your knowledge, and reveal practical insights and initiatives you can use to build your brand and bottom line. This workshop begins by providing you the tools and frameworks around what you need to know about your customer, what you need to analyze about your competition, and then what you need to document about your Brand(s). With these insights in hand, this workshop shows you how to then effectively position your brand and activate you brand experience.

This workshop is full of best practices and examples; it is highly interactive with ongoing class participation.  Throughout the workshop you get to apply the learnings to your brand through the use of effective planning tools.  Brand building tools are provided on Segmentation, Competitive Analysis, Hierarchy of Needs, Brand Promise, and Brand Experience. This workshop is as engaging, informative, and instructive as it is fun.


Who Is This Workshop For?

This workshop is relevant for all experience levels. Those new to marketing will find this a great introduction to key essentials, while those with more experience will expand their knowledge with the insights gained via case histories and group work.

Download the full benefits here 


  • Setting the Stage (30 min)
  • The Why Comes Before How and What (45 min)
  • Break (15 min)
  • Segmentation and Emotive Drivers: Understanding Your Consumer and Their Values (45 min)
  • Hierarchy of Needs Tool: Emotive Drivers (45 min)
  • Summary of Learning (30 min)
  • Lunch (30 min)
  • Competition Tool: Who and What Your Are Competing With in Your Consumer's Brains (45 min)
  • Brand Promise Tool: Identifying Key Brand Assets (75 min)
  • Brand Experience Tool: The VitaL Journey! (75 min)
  • Conclusion (30 min)



Ed Faruolo

Ed Faruolo is the founder of VitaLincs, a consultancy that helps its clients increase their appeal within the markets they serve through interactive workshops and strategic consulting. His clients include major corporations and new ventures, such as MD Insider and The Good For You Network. Previously, Ed served as chief marketing officer at Cigna, where he led the worldwide brand transformation that established the company as a tier-one brand in the health and benefits category. And he was vice president of brand development at Lincoln Financial. Ed repositioned the Travelers brand as a diversified financial services enterprise, which helped attract the Citi acquisition.

Ed is an ANA Faculty member who has worked globally in locations ranging from Sharm el-Sheikh, Egypt, to Plymouth, Wisconsin, for companies ranging from B2B to B2C, including Benjamin Moore Paint, Bush Beans, Touchstone Energy, and Outback.