• 4:00 PM EDT
  • 3:00 PM CDT
  • 1:00 PM PDT

Thursday, August 27, 2020

The New Rules of Brand Strategy

By Ben Kaplan, CEO @ TOP Agency

The New Rules of Brand Strategy

A successful brand strategy ensures your ladder is up against the right wall before you start to climb.

With an increasing number of external forces affecting how messages are received and understood, the rules of branding have shifted dramatically in recent times and new approaches such as outside-in branding, the process of examining how external forces shape the perception of your brand, have become key to building a successful strategy.

Thursday, August 27, 2020 4:00 PM to 5:00 PM EDT 3:00 PM to 4:00 PM CDT 1:00 PM to 2:00 PM PDT 60 minutes

A successful brand strategy ensures your ladder is up against the right wall before you start to climb.

With an increasing number of external forces affecting how messages are received and understood, the rules of branding have shifted dramatically in recent times and new approaches such as outside-in branding, the process of examining how external forces shape the perception of your brand, have become key to building a successful strategy.

What you’ll learn

  • How to define your white space, a clear ownable position that differentiates you from the competition.
  • How to use the outside-in approach to building a brand.
  • How to do discovery with stakeholder interviews.
  • How to articulate customer pain points in a way that will emotionally resonate
  • How to identify the specific moments that your brand has the highest perceived value with the customer.
  • How to do competitive analysis and come up with category truths, competitor truths, product truths, and brand truths.
  • How to communicate your brand promise across several different types of consumers.
  • How to NOT sound like every other company in your category that has gone through a similar branding process

About the presenter

Ben Kaplan

CEO @ TOP Agency

Ben Kaplan is a rare "quadruple threat" marketing and media expert: Over the course of his 20-year career in the media, he has been featured on 5,000+ TV and radio shows (such as Oprah and Good Morning America), served as a media spokesperson for major brands (such as Dr. Pepper and U.S. Bank), founded a leading global marketing agency with clients like Citibank and Budweiser, and worked as a syndicated columnist and commentator (including columns for The New York Times and TIME).

Reserve your spot

  • 4:00 PM EDT
  • 3:00 PM CDT
  • 1:00 PM PDT

Thursday, August 27, 2020

The New Rules of Brand Strategy

By Ben Kaplan, CEO @ TOP Agency