Brand Leadership

The “brand” word gets tossed around a lot – and not always with accuracy or clarity about what it means. Marketers and business leaders need to know how to grow a strong brand as the foundation of a successful business. This interactive one day course will use examples and case studies, group discussion and exercises, as well as presentation of material, to discuss what makes a strong brand and some important considerations when building a brand.

Course Content Includes:
– Introduction of a Brand Leadership model
– Discussion of key elements of branding – equity, value, health, loyalty, role of consumer insight, positioning, and architecture (or how brands in a portfolio relate to each other)
– Discussion on building employees into brand advocates
– Discussion on integrating brand building into the overall marketing program, that is ensuring your brand efforts are reflected in all marketing and communication activities
– Case Studies – what would you do as the CMO?

This course is designed for
– people in the marketing and communication profession interested in actively contributing to the development of their organization’s brand

ABOUT THE INSTRUCTOR
The instructor is Sharon Bell, with 20+ years as a marketing leader, in companies that include Procter & Gamble (P&G) and ATB Financial (ATB), delivering financial, customer and employee engagement results. Sharon led a P&G unique corporate marketing team, designed to protect marketing as a competitive advantage. Following that, Sharon led a multifunctional, multilevel, cross border team to develop and implement a bold five year category strategy on household paper. This strategy re-launched all of the household paper brands, to turn a money losing business into a profit contributor. In 2002, Sharon joined ATB Financial as Vice President Marketing. Her primary focus was to upgrade and expand marketing capability, which would directly contribute to business results. She led the work to introduce ATB’s first provincial campaign to establish the ATB brand. Sharon is now an independent consultant, working with companies (of all sizes) to strengthen their position in the market as well as to develop marketing people through training and mentoring. Sharon is also a sessional instructor at the University of Alberta and MacEwan University.

ACE Members receive a 20% registration discount.

REGISTRATION AND QUESTIONS
Online registration at http://www.acaweb.ca/en/courses
Questions – please contact Davina Wong at 1 800 565 0109 ext. 1007 or [email protected]

ABOUT THE ACA
Founded in 1914 and incorporated in 1917, the Association of Canadian Advertisers (ACA) is a national, not-for-profit association exclusively dedicated to serving the interests of companies that market and advertise their products and services in Canada. www.acaweb.ca