Corporate and Product Branding Strategy

Corporate and Product Branding Strategy

Conference held in Toronto on December 13, 14 & 15, 1999
Chairs: Eric Hutchinson, The Brand Consultancy; Betty Moore, Iridium Marketing & Design; William D. Ratcliffe, Millward Brown Canada; and David W. Hunter, BrandTrust Inc.

Book: over 660 pages of original material
CD-ROM: approximately 12 hours of video presentations, plus book content

To purchase, please contact Federated Press.

Brand creativity & strength

Creating global names for cyber economy
Naseem Javed, President, ABC Namebank International

Three golden rules and seven deadly sins of naming conventions
Avoiding international misnomers and other naming blunders
Tried and true: testing the mettle of your branding name
Avoiding the electronic mess of domain name explosions

Video: 41 minutes • Speaker’s paper: 5103 words

Building a strong brand identity
Stephen Popiel, Vice-President, Research & Development, Goldfarb Consultants; and Mary P. Klupp, Strategic Research Manager, Ford Motor Company of Canada Ltd.

Unification through brand DNA
Effectively communicating the brand message
The Ford management model
Research methods and strategies

Video: 54 minutes • Speakers’ paper: 6217 words

Internal branding
Eric Hutchinson, Vice-President, The Brand Consultancy

The case for internal branding
Looking at the Saab brand: a success story
A three-step guide to applying internal branding
The benefits of service blueprinting

Video: 46 minutes • Speaker’s paper: 5965 words

Business to business branding: the IBM case study
Judith C. Elder, Vice-President, Communications, IBM Canada Ltd.; and Graham Calderwood, OgilvyOne Worldwide (Toronto)

The IBM brand fall from grace and rise to fame
Marketing strategies and brand restructuring
E-business transformations and Internet connection
Marketing techniques and transformation payoffs

Video: 56 minutes

Brand targeting & positioning

Defining and expressing your brand character
Betty Moore, President, Iridium Marketing & Design; and Cynthia Incze, Manager, Corporate Identity, Cognos Incorporated

Defining brand character through the Iridium method
Building an appealing image according to market needs
Making the decision to reposition a brand
Reinventing the brand: a Cognos perspective

Video: 37 minutes • Speaker’s paper: 7573 words • Overheads

Sub-branding: the Timex Indiglo story
Leo V. Fournier, Vice-President, Marketing, Timex Canada Inc.

Capitalizing on the integrity of the core brand
Strategies and proactive measures of success
Nurturing the growth of the sub-brand to maturity
Building business through sub-brands

Video: 37 minutes • Overheads

Reputation management of the brand
Nancy Croitoru, President, GCI Group

The undeniable advantages of good reputations
Technological changes and media transformation
The untapped power of the Internet
Managing reputation in a world of misinformation

Video: 33 minutes • Overheads

Building brand presence in the new marketing environment
Kathleen McLaughlin, Principal, and Christopher Halsall, Team Leader, McKinsey & Company

Brand building and the brand pyramid model
Accelerating the pace of brand building
Five dynamic rules to kick-start a brand
Bottlenecks, benchmarks and developing a brand scorecard

Video: 42 minutes • Overheads

Brand positioning
Mark E. Smith, Independent Positioning Consultant

Marketing laws and dimensions of brand positioning
Positioning assumptions, concepts and techniques
The Hourglass1998^TM Positioning Method
Troubleshooting misalignments and other positioning mistakes

Video: 39 minutes • Speaker’s paper: 7408 words

Measuring your brand

Brand equity: tracking your branding initiatives and measuring their performance
Nicolas Bulois, Account Manager, Millward Brown Canada

Measuring consumer equity and brand value
The brand pyramid and loyalty determination
Converting brand equity measures into marketing actions
Brand signature typologies and assessments

Video: 47 minutes • Speaker’s paper: 4522 words

Brand Intelligence™: brand valuation strategy to build ROI
Michael Cox, Managing Partner, LVP International Leadership Institute

Brand needs and integrated brand thinking
The seven "leadership performance pillars"
The three-step program to building Brand Intelligence™

Video: 52 minutes • Speaker’s paper: 7883 words

Managing the visual identity of your brand
John Marovino, President, Marovino Design Group

Core ideas that achieve maximum brand equity
Choosing the right manager to administer brand identity
Making the most of publicity strategies

Video: 24 minutes • Speaker’s paper: 1690 words

The corporate brand – building and protecting corporate reputation in non-market environments
Edgar M. Arundell, Senior Vice-President, Hill and Knowlton Canada Limited

Brand management facts, influence and loyalty
The impact of bonding on products and markets
Corporate vs. product brands
Establishing reputation management policies

Video: 46 minutes • Speaker’s paper: 4921 words

Brand management

Total brand management
David W. Hunter, Managing Director, BrandTrust Inc.

Building trust through brand use
The growing interest in brand equity
Step-by-step guide to customer portfolio management
Planning processes and building blocks of brand equity

Video: 39 minutes • Speaker’s paper: 3056 words

Revitalizing your brand: the Enbridge case study
Peter Varley, Senior Counselor, GPC Communications

The new marketplace and the case for identity changes
Overcoming communications challenges
Knowing your audiences

Video: 27 minutes • Overheads

Building your brand through creative advertising
Derek Lackey, President, Lackey Communications

Less is more: omitting information from your advertising scheme
Ten benefits of implied messaging

Video: 30 minutes • Speaker’s paper: 4628 words

Panel discussion: Putting your branding initiatives to the test
David W. Hunter, Managing Director, BrandTrust Inc.; Edgar M. Arundell, Senior Vice-President, Hill and Knowlton Canada Limited; William D. Ratcliffe, President, Millward Brown Canada; and John Marovino, President, Marovino Design Group

Communicating and promoting brand awareness
Investment and ownership of brands
Social issues and concerns posed by brands
Establishing brand trust

Video: 62 minutes