Brand Building with Customer Insights - Virtual

This event is over.

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

The primary goal of this virtual workshop is to help participants understand their customers better in order to improve their brand’s relevancy. It breaks down the key components of brand building in a way that will engage, build knowledge, and reveal practical insights and initiatives that can be used to build a brand and the bottom line. The secondary goal is to reinforce that to remain relevant, your brand needs a steady influx of customer insight and analysis, especially in a radically evolving operating environment. Without these your brand equity may erode, falling victim to misaligned and ineffective marketing, poor marketing ROI, internal obstacles and misunderstandings.

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”

Target Audience 

This workshop is designed for multiple experience levels and for people in both marketing and non-marketing functions. Those unfamiliar with 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, break outs, and engagement tools.

Download the full benefits here

  • Introduction (15min)
  • Brand Archetypes and The Power of Why (50min)
  • Break (5min)
  • Understanding Your Consumer and Their Values (45min)
  • Hierarchy of Needs: Identifying the Emotive Drivers Behind The Brand (45min)
  • Break (5min)
  • Summation and Moving Forward (15min)



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.


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