Five steps to developing an effective brand strategy
OVERVIEW Many marketers want to brand their products or services moreeffectively, but most jump to the implementation of advertising and promotion before they really define their brand and what differentiates it from the competition in the marketplace. In this presentation, Ken Banks details a five-step process that he learned and developed over a 35-year career as a marketing executive that, if implemented properly, can mean the difference between a successful brand and one that is simply a me-too product. Bringing real-life experiences and case studies to the presentation, Ken demonstrates what is essential in developing a brand strategy and what are the keys to getting the entire organization in sync with the strategy. First defining what branding really is (and is not) and then discussing the ways to make a brand resonate with the customers, Ken will help the attendees jump-start their brands and move forward in an organized manner to make sure that all of the marke...