• 3:00 PM EST
  • 2:00 PM CST
  • 12:00 PM PST

Wednesday, February 17, 2021

The New Rules of Branding

By Ben Kaplan, CEO @ TOP Agency

The New Rules of Branding

How to build a brand in the post-pandemic era.

The events of 2020 had a profound impact on how brands communicate with and are perceived by their audience.

The last 12 months have seen a health crisis, an economic crisis, a socio-cultural crisis, and a political crisis. It’s against this backdrop that brands are being asked to be relevant to the lives of their audience like never before.

With an increasing number of external forces affecting how messages are received and understood, the rules of branding have shifted dramatically 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.

During this webinar, TOP Global CEO Ben Kaplan will look at how these forces are changing the landscape as he takes a deep dive into brand strategy, identity, and messaging. Kaplan will draw upon real-life examples so that you can see the new rules of branding being put into practice by some of the most impactful brands in recent history.

Wednesday, February 17, 2021 3:00 PM to 4:00 PM EST 2:00 PM to 3:00 PM CST 12:00 PM to 1:00 PM PST 60 minutes

The events of 2020 had a profound impact on how brands communicate with and are perceived by their audience.

The last 12 months have seen a health crisis, an economic crisis, a socio-cultural crisis, and a political crisis. It’s against this backdrop that brands are being asked to be relevant to the lives of their audience like never before.

With an increasing number of external forces affecting how messages are received and understood, the rules of branding have shifted dramatically 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.

During this webinar, TOP Global CEO Ben Kaplan will look at how these forces are changing the landscape as he takes a deep dive into brand strategy, identity, and messaging. Kaplan will draw upon real-life examples so that you can see the new rules of branding being put into practice by some of the most impactful brands in recent history.

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

  • 3:00 PM EST
  • 2:00 PM CST
  • 12:00 PM PST

Wednesday, February 17, 2021

The New Rules of Branding

By Ben Kaplan, CEO @ TOP Agency