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Strategic Brand Development: San Diego 

The Westin San Diego 400 West Broadway 
San Diego , CA   
6/4/2008 8:00 AM  - 6/5/2008 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
Registration is not available at this time.
Hotel Air Travel Rental Car Ground Transportation
The Westin San Diego
400 West Broadway
San Diego, CA 92101
Phone: 1 619.239.4500
Fax: 1 619.239.3274
Reservations: 1 888.627.9033
Hotel Website: www.westin.com/sandiego
CVB Website: www.sandiego.org

The Westin San Diego's spectacular crystalline design is a signature landmark in the city skyline. The sophisticated urban setting begins with the 100-foot high lobby atrium, creating a magnificent sense of arrival. The entire hotel offers a retreat from the rigors of travel combined with a stimulating sensory experience.

Located in the heart of beautiful downtown San Diego, the 25 floors of guest rooms feature panoramic views of the San Diego Bay, Coronado Island, and the downtown cityscape.

$199.00 Single, $219.00 Double occupancy (plus applicable tax, currently 10.565%)

The cut-off date for room reservations is May 6, 2008. 

A deposit equal to (1) one night’s room & tax is required to hold each reservation.  Cancellations made less than 72 hours prior to arrival and no-shows will forfeit the initial deposit. 

Check in time is 3:00 p.m., and check out is at 12:00 p.m.  Anyone arriving earlier than 3:00 p.m. will be checked in as soon as room(s) become available. 

Guests checking out early will be assessed an early departure fee of (1) one night’s room & tax.  Upon check in, guests will be asked to verify their departure date.  At that time, scheduled departure dates may be altered. 

No information at this time.
No information at this time.

From San Diego International Airport (SAN) Approximately 3 miles
Start out going East on Terminal Access Road (toward the Parking Lot). Turn slight right onto N. Harbor Dr. Turn left onto W. Broadway. Turn left onto State St.

From East
From 8 Freeway go west to the 5 Freeway south and exit Front/Civic Center. Continue straight to Ash Street and turn right, then turn left on Columbia Street. Continue to go 4 blocks and valet is to the left.

From North
From 5 Freeway south exit Front/Civic Center and stay in the right lane. Turn right onto Ash Street and then turn left on Columbia Street and continue for 5 blocks. The valet will be on your left.

From West
From 8 Freeway east to the 5 Freeway south, exit Front/Civic Center and stay in the right lane. Continue straight then turn right on Ash Street and continue for 3 blocks. Take a left on Columbia Street and continue 4 blocks. The valet is on the left.

From South
From 5 Freeway north exit  Airport/Hawthorn and stay in the left lane. Turn left on Columbia Street and the valet will be located 11 blocks to the left side of the street.

Shuttle Service
The Westin San Diego offers complimentary airport shuttle service to & from the airport.  Upon your arrival at the San Diego International Airport, please call the hotel at 1 619.239.4500 for a pick-up.  The shuttle runs from 5:00 a.m. to 11:00 p.m.   

Taxicabs
Taxis are readily available at the San Diego International Airport.  The rate is approximately $10.00-$15.00 one way & the ride takes approximately 10 minutes.

Parking
Valet parking is available to hotel guests for $27.00 per day, including in & out privileges.
Day guests may valet park for $17.00 per day, not including in & out privileges.  Rates are subject to change without notice.

Exhibitors and sponsors are not included in this event.
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