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Strategic Brand Development: Chicago 

Gleacher Center 450 N Cityfront Plaza Drive   
Chicago , IL   
4/29/2008 8:00 AM  - 4/29/2008 5:00 PM 

Details Schedule Registration Travel Exhibitors
 

With the commoditization of products and services, there is compelling need for Strategic Branding. Strategic branding provides the single-minded focus to make the tactics of branding work best—from breakthrough advertising to great graphic design. In this workshop you will learn how to use Strategic Branding to create a meaningful, differentiated approach for your brand, including practical tools and methods you can use back at your office.

Your brand has the potential to be a powerful source of sustained competitive advantage. But changing consumer needs, emerging technologies and competition are making it more difficult than ever to create a brand that is meaningfully differentiated in the mind of the consumer. And undifferentiated brands are proven to underperform financially. But differentiation is not the only thing that matters. Once you determine the source of differentiation then you have to deliver. Strong brand platforms walk the talk by delivering their point of difference through all facets of the brand experience. Using cases, exercises and best practices, you will learn how to create a meaningful, differentiated brand as well as how to fully deliver a brand experience capable of driving revenue and profit growth.

YOU WILL LEARN HOW TO:

  • Uncover “White Space” opportunities—unmet needs overlooked by the competition
  • Develop the right proposition that fits your brand and your company
  • Create meaningful differentiation for new ways to grow your brand
  • Evaluate specific marketing tools to deliver real brand value
  • Develop features, tactics and other support that delivers on the Brand experience

WHO SHOULD ATTEND?
Anyone involved in developing the strategic direction of a product/service or company brand: CMO, vice president, senior managers responsible for strategic brand development. Marketing services executives in advertising, graphic design and digital media would benefit from this program.

ABOUT THE INSTRUCTOR:
ROBERT KINCAIDE is the Managing Director and a founding partner of The Hazelton Group which specializes in strategic brand innovation consulting to Fortune 1000 companies in North America and globally. Robert has developed strategic brand solutions for B to C and B to B companies in variety of categories ranging from consumer products, financial, telecom, entertainment and pharmaceuticals.

 

DAY 1
8:30 am – 5:00 pm

Continental Breakfast

Course Overview

    • Introductions, goals, overview

Defining a Brand

    • What is a brand; success criteria; consumer-centric strategy

Strategic Brand Development

    • Fit to marketing strategy; brand vs. branding; strategy vs. tactics

Collapse of Traditional Brand Marketing

    • Forces that have made the old business model obsolete

Lunch

New Definition for Successful Strategic Brand Development

    • Recapture meaningful differentiation; redefining categories; building platforms

Process for Strategic Brand Development

    • Overview of methods

Target Audience Segmentation

Uncovering Underserved Consumer Needs

    • Knowledge vs. insight

Defining Brand Equity

    • Functional and non-functional dimensions

Briefing On Case Study


DAY 2
8:30 am – 5:00 pm

Continental Breakfast

Presentation/Review of Case

"What Business Are You In": New Positioning and Value Proposition

    • Creating a new positioning

Develop Brand Character

    • Differentiation on brand character

Lunch

Creating New Features and Products to Deliver the Positioning

    • How to “walk the talk” and add value

How to Organize for Brand Development

    • New organizational design

Integrating New Brand Positioning Into Market Strategy

    • Process to link to marketing strategy

Perspectives on Bringing Strategy

    • Make branding tactics work better
This event has passed and unavailable for registration.
Hotel Air Travel Rental Car Ground Transportation

Conference Center Information

Gleacher Center
450 N Cityfront Plaza Drive
Chicago, IL 60611
Phone: 312.464.8787
Fax: 312.464.8683
www.gleachercenter.com

The Gleacher Center is conveniently located in the heart of Chicago’s business community just blocks away from the Loop and steps away from Magnificent Mile shopping, restaurants and hotels.  It is easily accessible from public transportation and adjacent parking lots.

Hotel Information

Hotels within One Mile of the Gleacher Center

 

Hotel

Phone

Address

Courtyard by Marriott

312-660-2401

165 E. Ontario St.

••

Embassy Suites Hotel

312-423-6312

511 N. Columbus Drive

Fairmont Hotel

312-565-6674

200 N. Columbus Drive

 

Four Seasons

312-649-2314

120 E. Delaware Place

 

Hilton Garden Inn

312-527-2656

10 East Grand Avenue

 

Holiday Inn Chicago City Center

312-787-6100

300 E. Ohio

 

Hilton Suites Chicago/Magnificent Mile

312-664-1100

198 E. Delaware Place

Homewood Suites by Hilton

312-644-2222

40 E. Grand Ave.

••

Hotel Inter-Continental

312.944.4100

505 N. Michigan Ave.

Hotel Monaco Chicago

312-960-8500

225 N. Wabash

House of Blues Hotel

312-245-0333

333 N. Dearborn

Hyatt Regency Chicago

312-616-6953

151 E. Wacker Drive

••

Le Meridien Chicago

312-327-0644

520 N. Michigan Ave.

••

Marriott Downtown Chicago

312-836-0100

540 N. Michigan Ave.

Omni Chicago Hotel

312-944-6664

676 N. Michigan Ave.

 

The Peninsula Chicago

312-573-6604

108 East Superior Street

 

The Ritz Carlton Hotel

312-266-1000

160 E. Pearson

••

Sheraton Chicago Hotel & Towers

312-464-1000

301 E. North Water Street

Swissotel

312-565-0565

323 E. Wacker Drive

 

W  Hotel

312-943-9200

644 N. Lake Shore Drive

Westin River North

312-744-1900

320 N. Dearborn Street

Wyndham Chicago

312-274-4429

633 N. St. Clair Street

•• walking distance to the Gleacher Center: 1-2 blocks
•   walking distance to the Gleacher Center: 2-5 blocks

Airport Directions

O’Hare International Airport

Midway Airport                      

Taxi:  Allow 1½ to 2 hours

          Approximately $35-50

Taxi:  Allow 45min to 1½ hours

          Approximately $25-40

Subway:  $1.75  Allow approximately 45 minutes to an hour

  • Airport signs will direct you to “Trains to City”
  • Depart at State and Lake stop
  • Take cab to our address (approximately $7)

Subway:  $1.75 Allow approximately 45 minutes to an hour

  • Airport signs will direct you to “Trains to City”
  • Depart at State and Lake stop
  • Take cab to our address (approximately $7)
Rental Car Information:
For your convenience, the American Marketing Association has made arrangements with Avis for your car rental needs.  Special rates have been negotiated for you.  Please contact 800/331-1600 to reserve a car. In addition, please be sure to use the AVIS Worldwide Discount Number:  D098599.

Ground Transportation

Driving Directions

Directions From:

To Parking Lots Near The Gleacher Center

To Drop Off or Pick Up Passengers In Circular Drive:

From Lake Shore Drive:

  1. Exit Grand Avenue and follow west (away from lake) to St. Clair
  2. Turn left on St. Clair and go one block to Illinois (St. Clair jogs at this point)
  3. Turn left on Illinois
  4. For parking either:
    Cross St. Clair, where it picks up again, to first lot on right (Self Park—pick up a discounted parking coupon from Gleacher main security desk) Turn right, where St. Clair picks up again.  St. Clair then leads into North Water Street.  Other lots are straight ahead, and to the left and right.
  1. Exit Grand Avenue and follow west (away from lake) to Columbus Drive/Fairbanks Court
  2. Turn left on Columbus/Fairbanks and go to second light, North Water Street
  3. Turn right on North Water Street and Gleacher Center is straight ahead

From 90-Kennedy/
94-Edens:

  1. Exit Ohio (1-way) and follow east to St. Clair (1 block east of Michigan Avenue)
  2. Turn right on St. Clair and go two blocks to Illinois (St. Clair jogs atthis point)
  3. Turn left on Illinois and immediately get into right lane
  4. For parking either:
  5. Cross St. Clair, where it picks up again, to first lot on right (Self Park—pick up a discounted parking coupon from Gleacher main security desk, $15 or $10) Turn right where St. Clair picks up again. St. Clair then leads into North Water Street. Other lots are straight ahead, and to the left and right.
  1. Exit Ohio (1-way) and follow east to Columbus Drive/Fairbanks Court  (several blocks east of Michigan Avenue)
  2. Turn right on Columbus Drive/ Fairbanks Court and go to second light, North Water Street.
  3. Turn right on North Water Street and Gleacher Center is straight ahead

From 290- Eisenhower:

Take 90/94 exit north/west and follow directions noted above from I90/94

Take 90/94 exit north/west and follow directions noted above from I90/94

Public Transportation Directions

From El (subway):

Red Line (Howard/Dan Ryan):

  1. Depart at Grand Avenue stop. 
  2. Walk east to Michigan Avenue (walk up stairs at the Nordstrom’s building to access main upper Michigan),
  3. Turn right to head southbound
  4. Cross to east side of Michigan
  5. Turnleft to walk through plaza just after the Chicago Tribune Tower (we’re the only 6-story building in that plaza)

From Buses:

Buses running along Michigan Avenue:
2, 3, 10, 145, 146, 147, 151 (from Union station), and 157 (from Ogilvie station)

  1. Depart on north side of Chicago River in front of either the Equitable Building and Chicago Tribune Tower or Wrigley Building (depending on which direction you’re traveling)
  2. Gleacher Center is in the same plaza as the Equitable Building and Tribune Tower(we’re the only 6-story building in that plaza)

Commuter Trains:

Union Station:  Take the 151 bus and follow directions above

Ogilvie Station:  Take 157 bus and follow directions above

LaSalle Station:  Walk to bus station on corner of Well and Congress to  catch #147 bus and follow directions above

IC Randolph Station:  Walk west 1 block to Michigan Avenue, turn right and walk approximately 4 blocks.  Once you’ve crossed the bridge, we’re directly on the right along the river just behind the Equitable Building in the same plaza as Tribune Tower

Helpful Websites:

www.transitchicago.com
www.metrarail.com

Shuttle Service
Continental Airport Express provides airport transportation in the Chicago area:
1 888 2THE-VAN (1 888.284.3826)
http://www.airportexpress.com

24 hour advance notice is appreciated.
Ask the hotel concierge to arrange for your return trip to the airport.

Rates range from $15 to $25 one-way.  See On-line reservations for exact quotes.
All fares should be considered approximate & from a general area. You will get an exact price quote upon entering your departure/ arrival information in the online reservation system.

Exhbitors and sponsors are not included in this event.
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