Developing a Brand-inspired Digital Strategy - Virtual

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

How to Achieve Alignment between Digital Activation and Long-term Brand Equity
(Virtual Half Day Workshop)

When it comes to digital marketing, many investments are wasted because the tactics themselves are not being aligned to the overall brand strategy. All too often short-term, transaction-driving objectives supersede long-term brand-building ambitions. Marketers tend to resort to so-called digital best practices and copycat behavior—creating the same type of generic content, sending bland and undifferentiated email blasts, and tweeting at the same time of day—all with little consideration as to how it impacts their valuable brand assets.

In this workshop, you will learn how to ensure your digital marketing strategy is inextricably linked to the brand strategy it is intended to serve. Going beyond mere clicks and CTAs, this workshop will demonstrate how digital activation can become a source of competitive advantage by reinforcing and strengthening long-term brand equity. It will demonstrate how critical components of brand strategy—including product/service offering, promise, and experience—need to be reconsidered within an activation ecosystem that is increasingly digital. Through a combination of new frameworks, case studies, and group exercises, it will cover multiple facets of digital activation, specifically, content marketing and social media.

Target Audience

  • Mid-level brand and marketing managers responsible for developing or refining brand strategy,
  • Entry- to mid-level marketers responsible for developing and executing digital activation.
  • Particularly relevant for companies struggling to maximize their digital spend.

Download the full benefits here


  • Setting the Stage (5min)
  • Rethinking the Role of Brand in DIgital World (20min)
  • Brand-Inspired Content Marketing (45min) 
  • Brand-Inspired Content Marketing - Erxercise (25min)
  • Break (10min)
  • Brand-Inspired Social Media (45min)
  • Brand-Inspired Social Media - Exercise (25min)
  • Closing (5min)

when

Start: Thursday, March 31, 2022 at 2:00pm

End: Thursday, March 31, 2022 at 5:00pm

WHERE

Virtual Workshop (Eastern Time)

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Powerful Email Marketing - Virtual Client-Side Tier $0 Platinum Tier $0 Gold Tier $199 Silver Tier $299 Individual $499 Nonmember $499

Instructors

trainer

Mitch Duckler

Mitch Duckler is managing partner of FullSurge. He has over 25 years of line management and strategy consulting experience in leading complex engagements and overseeing client relationships. His areas of expertise include brand strategy, customer and consumer insights, and innovation. He has successfully led engagements for Fortune 500 companies, including Boeing, U.S. Cellular, Deloitte, Kellogg’s, Best Buy, Campbell’s Soup, NBC Universal, Wrigley, The Home Depot, General Electric and ExxonMobil.

Mitch is President-Elect of the Marketing Advisory Council of the American Marketing Association (AMA). He has also chaired the AMA’s Annual Marketing Conference three consecutive years, and has been a featured speaker and workshop facilitator for the Institute for International Research (IIR), and Institute for the Study of Business Markets (ISBM). He has written articles on brand and marketing strategy for industry periodicals, including Brandweek, Marketing News, and Marketing Management.