BRANDING STRATEGIES

The presentations, lecture notes and visual aids contained on this CD-ROM were delivered at the Federated Press Internal Branding Strategies and Branding Strategies courses held in Toronto on December 3 & 4, 2001 and February 19 & 20, 2002 respectively.

To purchase, please contact Federated Press.

Brand positioning
Brad Breininger
Sandy French

CASE STUDY - Building
Scotiabank's employment brand
Tracey White

CASE STUDY - Bata shoes: branding
the Millennium Operating Model
Graeme Spicer

Integrated marketing communications
Priya Bates

Introducing a heritage brand - Clarica
Hayes Roth
Peggy Jarvie

Keeping on the straight and narrow - a review of the Clarica branding program
Hayes Roth

Beyond the logo - accelerating the brand
Peggy Jarvie

Developing brand character - distribution and sub-branding
Brad Fraser

A brand in transition - Grand & Toy
Richard J. McKay

Creating value through your brand
Jonathan Knowles

Brand valuation strategy
Jonathan Knowles

Leveraging the corporate brand
James R. Gregory

INTERNAL BRANDING

Course Leader

Sandy French
Northern Lights

Sandy French is the Founder and President of Northern Lights, Canada's leading internal communication agency, which was created to help companies "market" employee communications using the same discipline, principles and passion for their internal brand as for their external brand customer communications and advertising. Sandy and his team have been instrumental in developing and executing unique, fully integrated communication campaigns for their clients. Northern Lights' client base has grown into a blue-chip roster that includes, among others, TD Bank Financial Group, Janssen-Ortho, Sun Life Financial, American Express, Bell Canada and Fairmont Hotels & Resorts.

Co-Lecturers

Brad Breininger Northern Lights	Brad Breininger is Vice President, Strategy & Creative, at Northern Lights. As an integral member of Northern Lights' senior management team, Brad has been helping Fortune 500 companies communicate internally with a focus on strategic action planning and creative direction for all client projects. His expertise covers all areas requiring effective communication, including corporate, human resources, orientation and organizational effectiveness. He puts special focus on internal branding - developing creative and delivery strategies that tie to business and communication objectives. Brad has developed internal brands for a variety of clients, including Scotiabank, ebusiness@JOI, TD Bank Financial Group and Nova Scotia Power. His previous experience includes leading large multimedia communication campaigns for a variety of clients at Hewitt Associates.
Priya Bates Compaq Canada Corp.	Priya Bates is Internal Communications and Community Relations Manager at Compaq Canada Corp., where she has responsibilities for the management, strategic planning and execution for the company intranet, employee communications, internal business-unit communications and community relations. Her primary goal is to ensure consistent messaging around business strategy and goals to help Compaq Canada employees become brand champions. Her previous communications experience includes the launch of Merisel Canada's brand internally and externally; and including customer feedback initiatives, as well as handling all reseller communications on products, promotions and services, at Cantel AT&T. She is currently President Elect of IABC/Toronto, the largest International Association of Business Communicators chapter in the world.
Tracey White Scotiabank	Tracey White is the Senior Manager of Employee Communications at Scotiabank. In this role, she supports executives across the bank's Canadian and international business lines in communicating with employees. Engaging employees in change, supporting business initiatives and Scotiabank's brand positioning are her major areas of focus. Tracey is currently developing strategies to guide best practices in employee communications, including the development of RootMaps, now being implemented in the Bank to benefit 22,000 Canadian employees. She was formerly Director of Communications for a program of the Rockefeller Foundation, based in New York City.
Graeme Spicer Bata Limited	Graeme Spicer is the Director of International Communications & Public Affairs at Bata Limited, a multi-billion dollar integrated manufacturing and fashion retail company where he has Global responsibility for media relations, internal communications and crisis management. He has 14 years of communications and marketing management and consulting experience with expertise in conceiving and managing the communication of major change initiatives to internal and external audiences. At Bata, he was team leader on a major global re-branding initiative, and he was involved in the re-launch of the Bata corporate website, creation of the organization's first crisis communication strategy, assessment and re-establishment of a global internal communications strategy.

BRANDING STRATEGIES

Course Leader

Hayes Roth
Landor Associates

Hayes Roth is Vice President, Americas Marketing, for Landor Associates, a global consultancy in brand strategy, design, naming, interactive and research services. Based in the New York office, his responsibilities include serving as senior manager on major branding projects. Hayes has 30 years of broad-based marketing communications experience. His pragmatic, Midwestern approach to business are qualities that have added tremendous value to his work with such companies as Lucent Technologies, MetLife, DuPont, Ryder, Royal Caribbean International, AT&T, Clarica Financial, ITT Industries, Wildlife Conservation Society and the New York Stock Exchange. Prior to joining Landor, Hayes was founder and principal of his own marketing services company, where his clients included The Perrier Group, Price Waterhouse LLP, Columbia University and Prudential Securities.

Co-Lecturers

Richard J. McKay Grand & Toy	Richard J. McKay is Vice President, Marketing, at Grand & Toy, one of Canada's leading Commercial and Retail Office Products Company. He is responsible for commercial and retail marketing, merchandising, advertising, e-business and market development. Rick has more than 20 years experience in sales, senior sales management, national sales management and business development positions within the Canadian office products industry.
Peggy Jarvie Clarica Life Insurance Company	Peggy Jarvie is Director, Brand Management, at Clarica Life Insurance Company. She and her team are accountable for the strategic development of the Clarica brand promise; for corporate advertising; for ensuring the alignment of the brand strategy with brand messages both internal and external to the firm; and for monitoring and supporting brand expression and delivery throughout the company.
Brad Fraser Carlton Cards Limited	Brad Fraser is the Director of Marketing for Carlton Cards Limited, responsible for the team creating marketing and communication initiatives designed to build upon the company's leadership position. Brad most recently worked in developing the launch of a multi-brand strategy, which includes the introduction of two all-new brands to meet different consumer segments. Brad has launched advertising, sales promotions and media relations strategies to support brand development.
Jonathan Knowles BrandEconomics	Jonathan Knowles is a Senior Vice President of BrandEconomics and head of the brand strategy practice. He is a leading thinker and practitioner of branding, and a regular speaker at conferences and business schools on the role of brands in business strategy. He was formerly Head of Consulting for Wolff Olins, a leading brand consultancy. Jonathan has lectured for MBA courses at the London Business School, INSEAD, and Georgetown University. He has also spoken at conferences organized by the CPE (Center for Professional Education), the Conference Partnership, the IIR (Institute for International Research), the IIMR (Institute for Investment Management and Research), the IRBC (International Retail Banking Council) and Midland Investments, as well as at in-house conferences organized by British Telecom and Zurich Insurance. Jonathan has authored articles that have appeared in The Times (of London), Reuters, Professional Investor, Risk & Continuity and U.S. Banker. He has been cited in a number of articles and publications on subjects involving corporate identity and naming, brand development, crisis management and product launches. He was a contributor to the book Doubletakes, published by John Wiley & Sons in April 2000, and was the principal contributor to Brands: Visions & Values, published by John Wiley & Sons in October 2001.

Virtual Lecturer

James R. Gregory
Corporate Branding, LLC

James R. Gregory is founder and CEO of Corporate Branding, LLC, a global brand strategy and communications firm based in Stamford, Connecticut. Jim, who has over 25 years of experience in advertising and branding, is recognized as a leading expert on brand management and credited with developing innovative and objective tools for measuring the power of brands and their impact on a corporation's financial performance. Jim's pioneering work in quantifying the financial benefits of branding has greatly increased brand management's credibility and acceptance among business leaders. Among the tools Jim has developed is the Corporate Branding Index® (CBI), a vehicle that has tracked the reputation and financial performance of hundreds of publicly traded companies in 34 industries since 1990. Corporate Branding uses the CBI to help clients understand how their brand compares with industry peers and determine how communications can impact corporate reputation and financial performance.

In his role as CEO of Corporate Branding, Jim helps clients understand the return-on-investment their branding efforts should deliver and guides them through Corporate Branding's four-step approach to branding: intelligence, strategy, communications and management. Jim's branding expertise has been recognized by well-respected third parties. He has served as advertising advisor to The Wall Street Journal and BusinessWeek and has been a frequent speaker and writer on the financial benefits of brand management. His books Marketing Corporate Image (2nd edition) and Leveraging the Corporate Brand provide practical applications for measuring and valuing the impact of a brand on a company's bottom-line. His most recent book, Branding Across Borders, is the third volume in the trilogy on building the corporate brand. Jim is also developing a series of research studies for BusinessWeek quantifying the impact of corporate advertising. The findings are being published in a series of brochures entitled "The Impact of Advertising" (copies may be obtained free of charge on Corporate Branding's web site at www.corebrand.com).

Biographies are accurate at the time of recording.