Brand Building with Customer Insights

This event is over.

This session is available as a member-benefit to ANA client-side marketer members only. Seats are limited and confirmation of attendance will be required in advance of the session.

To be added to the waitlist for this session, please send an email to with your name, email and phone number. 


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 a steady influx of customer insight and analysis.  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 you understand your customers better in order to improve your brand’s relevancy. 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 that you can use to build your brand and bottom line.

 The workshop is highly interactive with ongoing class participation.  You get to apply the learnings to your brand through the use of highly effective tools that develop and refresh your segmentation as well as help you to improve the emotional connection between your brand(s) and your customers. This workshop is as engaging, informative, and instructive as it is fun.

 This workshop is an excerpt of the ANA full day workshop “Art and Science of Brand Building: Driving Business Overnight and Your Brand over Time.”


 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 Power of Identity of Archetypes, Identity & Brand Architecture (45 min)
  • Break (15 min)
  • Segmentation Tool: Understanding Your Consumer and Their Values (45 min)
  • Hierarchy of Needs Tool: Emotive Drivers (45 min)
  • Closing (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 B-to-B to B-to-C, including Benjamin Moore Paint, Bush Beans, Touchstone Energy, and Outback.