Defining a Brand POV that Connects with Consumers 101 - Virtual | School of Marketing | ANA

Defining a Brand POV that Connects with Consumers 101 - Virtual

This event is over.

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

This is the first workshop in the ANA’s Establishing an Effective Digital Brand Connection Program, a two-part series. To achieve mastery in this topic we encourage you to register for both workshops in the series, however you may register for any workshop that best fits your needs.

Register below to for Defining a Brand POV that Connects with Consumers 101 (2:00 to 5:00 p.m. EDT, 11/22)

Click HERE to register for Driving Effective Digital Engagement with Your Brand Story 201 (2:00 to 5:00 p.m. EDT, 11/29)

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.

Download the full benefits here

  • Setting the Stage (10min)
  • Establishing a Baseline to Inform Digital Connections with Consumers (60min)
  • Defining Your Brand's Point of View (POV) (75min)
  • Applying Your Brand POV to Your Product (25min)
  • Closing (10min)



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. As an entrepreneur, professor, marketer, and coach, Jay is defining a more effective and efficient model for our customers to engage with, based on current marketplace trends and the power of networking, technology, and trust. The glue that holds Jay’s work together is his core values: Candor, Curiosity, and Collaboration.

Jay has longstanding partnerships with diverse and highly skilled marketing consulting and technology providers including Royal Ventures, UX Bureau, and Ringer. He regularly contributes brand marketing and content strategies for middle-market companies and corporations.

He is the principal of Your Brand Coach and provides coaching and mentorship to professionals looking for a more fulfilling life and career. His approach is centered around helping clients define core values and a simple marketing promise so that clients’ values can be applied commercially.

Jay is also an adjunct professor at Sacred Heart University’s Jack Welch College of Business and Technology and teaches graduate-level marketing classes including Social Media, Building your Personal Brand through Content Marketing, and Post-Pandemic Marketing. In addition, Jay is on the Association of National Advertiser’s roster of trainers.

Before his entrepreneurial career, Jay provided six regions and 220 markets with the tools to complete consistent/on-brand social and content marketing (i.e, social publishing and collaboration platform, dashboards, social listening, and analytics). This led to multiple award-winning global campaigns including Open Championship, and the Rugby World Cup.

Jay received his Bachelor’s degree in Marketing, Entrepreneurship & Emerging Enterprises, and Information Studies from the Whitman School of Management at Syracuse University. Mandel then received a Master’s degree from Columbia University in Strategic Communications.