Brand Measurement: Philadelphia

Listen to a sneak peek podcast by Instructor Ron Strauss, Founder and CEO Brandzone

Brand Measurement Brochure

Marketers, brand practitioners, ad agency personnel, media executives, etc. are under increasing pressure to express the value of the monies they expend using a context, language and format that is meaningful to senior management.

This session is designed for those responsible for the brand development and maintenance process looking for new ways to demonstrate the value of brand investments. This includes the value to the organization of brand as the ‘invisible hand’ of management. We’ll use exercises, discussions and a case study to bring these ideas to life.

LEARNING OBJECTIVES:

Understand why brand measurement is important
·       Trends and pressures on margins
·       The critically important role of intangible assets in firm market
        value
Be able to articulate the functions of a brand
·       What a brand is: the three key roles
·       How it functions as a Quality Assurance Device
·       How value is created via Brand Leadership
How to apply Value Disciplines
How value is created (and destroyed) within your company
Identify values and value drivers for key stakeholder groups
The Brand Value Model and the Brand Value Equation
How to talk the language of the Boardroom and The Executive Committee
Implications for building a ‘Pull Branding’ culture
Identifying and overcoming barriers to implementation
Develop a roadmap for putting ‘lessons learned’ into practice

BENEFITS OF ATTENDING:
After attending this session, you’ll be better able to:

Understand your brand(s)
Understand how value (brand equity) is being destroyed (and created)
Measure the value of corporate, product and service attributes
Rationalize pricing
Segment markets
Advise product and service design
Develop competitive strategy
Get finance, sales and the rest of the organization to “buy-in.”
Expand and/or defend budgets
Play a leadership role in your organization

ABOUT THE INSTRUCTOR
Ron Strauss is an international speaker, co-author with William D. Neal of the highly acclaimed “Value Creation: The Power of Brand Equity,” and a leading authority on values-based branding. Founder and CEO of Brandzone, Ron has guided Fortune 500 firms like Siemens, Anheuser-Bush companies, Land ‘O Lakes, Schlumberger as well as many small and medium-sized businesses. Ron chairs the AMA’s Brand Strategy and Management 2,100 member-strong online forum, and is a resource speaker and member of Vistage International, an organization of 14,000 CEO’s.

Agenda

Day I
8:00 - 8:30 a.m. - Registration & Continental Breakfast
8:30 – 9:00 a.m. – Start of Program & Introductions
                           ‘What do you want to leave here with?’
9:00 – 9:30 a.m. - Why is Brand Measurement important?
                           Short Term Pressures/Margin Squeeze
                           Top 10 Trends
                           Premise: Brands are the most important asset(s) an
                           enterprise owns
9:30 – 10:00 a.m. - Intangible Assets – Significance for Success
                            Buffett Model: MV = (TA – Liabilities) + IA X P/E
                            FASB 142 (Equity)
                            Pullman Bonds (Debt)
10:00 – 10:15 a.m. - BREAK
10:15 – 11:15 a.m. -Functions of a Brand (Starbucks Web Example)
                             What is a brand?
                             How does “meaning” create value?
                             As Assets
                             As QAD[1]
                             As Promise
                             Who are the key stakeholders?
                             CSR[2]
                             VBL[3]
                             VBM
11:15 a.m. – 12:00 p.m. - Value Disciplines
                                      Discipline of Market Leaders
                                      What’s Your Value Discipline?
                                      Values vs. Value/ “Push” vs. “Pull” Branding
                                      The GE Grid
12:00 – 1:00 p.m. – LUNCH
1:00 – 2:00 p.m. - Value Creation/Value Destruction
                           What is Value?
                           What are Values?
                            Satisfaction (NPS[4]) vs. Loyalty
                            The Power of Dis-satisfaction
                            Gallup Q12/CE11 = HumanSigma
                            Promise/Expectations Grid
                            Employee Value
                            Supply Chain (Vendor) Value
                            The ‘Opportunity Gap’
                             How much money are you leaving on the table?
                             Lost Order Studies/ Customer Win Back Programs
2:00 – 2:45 p.m. – Exercise/Discussion: What are your company’s top 3 values?
                           Based on them, how is value created/destroyed? $ize of
                           Opportunity Gap? Key Drivers to Shrink Opportunity Gap
2:45 p.m. – 3:00 p.m. - BREAK
3:00 – 4:00 p.m. - Brand Value Research
                           Brand Value Models
                           Traditional Measures and Limitations
4:00 – 5:00 p.m. - Brand Value Model & Brand Value Equation
                           Consideration Sets
                           Hierarchy of Value
                           Value Drives Choice, Choice Drives Loyalty
                           Segmentation & Pricing Implications
                           Examples (Starbucks Coffee Company, Cascade Engineering,
                            Mayo Clinic, Kellogg Company)

Overnight Thought Problem: How might you apply the Brand Value Model to your company brand, your product and service brands? What issues would you address? What value could be created? Impact on ‘Opportunity Gap? Be prepared to discuss in the morning…

5:00 p.m. – End of Day 1: Adjourn

Day II

8:00 – 8:30 a.m. - Continental Breakfast
8:30 – 9:00 a.m. – Recap and Discussion
                           BVM Discussion
                           Brand Strategy and Management SIG
9:00 – 10:00 a.m. - Competing for Customers and Capital
                             How to Talk the Language of the Boardroom and the Executive
                             Committee
                             How does this apply to your company/situation?
10:00 – 10:15 a.m. -BREAK
10:15 – 11:15 a.m. - Building a Brand Measurement/“Pull Branding” Culture and
                               Toolkit
                               Vision, Mission/Purpose and Values
                               What Types of Data are best for My Company? – List
                               Associated Measurements and Frequency of Measurement
                              (Push vs. Pull, S.T. vs. L.T.)
                               Brand Pillars and Service Flow ‘Drivers,’ Service Mapping
                               Restaurant Example
11:15 a.m. – 12:00 p.m. - Barriers to Implementation & How to Overcome
                                       Discussion
12:00 – 1:00 p.m. – LUNCH
1:00 – 3:00 p.m. – Workshop
                            Describe Case Study
                            Break-out Groups
                            Use Workbook
                            Detail Your Assumptions
3:00 p.m. – 3:10 p.m. – BREAK
3:10 – 4:00 p.m. – Workshop (Continued)
                            Present Findings and Solutions
                            Identify Value Drivers and KPI’s
                            Frequency of Measurement
                            How Performance Improvements Will Be Maintained Across
                           Organization
                            Expected Outcomes in Terms of KPI’s and Shareholder Value
4:00 – 4:30 p.m. - Discussion:
                           “Lessons Learned.”
                            What will You Do When You Get Back to Work?
                            Review of “What do you want to leave here with?”
4:30 – 5:00 p.m. – Debrief
5:00 p.m. - Depart

[1] Quality Assurance Device

[2] Corporate Social Responsibility

[3] Values Based Leadership and Values Based Management

[4] Net Promoter Score

Hotel Air Travel Rental Car Ground Transportation

Four Points by Sheraton Philadelphia City Center
1201 Race Street
Philadelphia, PA 19107
Telephone: 1 215.496.2700
Fax: 1 215.496.2715
Hotel Website: www.FourPointsPhiladelphiaCityCenter.com

Located just steps from the Philadelphia Convention Center and halfway between Independence Hall and Logan Square, the new 92-room Four Points by Sheraton Philadelphia City Center is convenient to the places you want to be.

Check in soon and experience hospitality like only Four Points by Sheraton can deliver. With the extra amenities and great location, you'll soon feel part of the fabric of the city---and ready for whatever business or pleasure brought you here.

Little things in life make a big difference. Like Simple Pleasures(SM). Get a great night's sleep in the Four Points by Sheraton Four Comfort Bed™, refresh with free bottled water daily and keep in touch with free High Speed Internet Access. Kick back with a beer from the collection of the world’s Best Brews(SM) or catch up on some reading over a hot & fresh cup of Seattle’s Best Coffee.

Rates: $129.00 single/double (plus applicable state & local taxes, currently 15.2%, which are subject to change without prior notice)

Please call 1 215.496.2700 & reference the American Marketing Association Rate to make reservations. Rates are based on availability.

Reservations must be accompanied by a first night room deposit. The deposit is refundable if cancellation notice is received by 6:00 p.m. on the day prior to arrival.

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 may be assessed an early departure fee. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.

ADA
The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

Area Attractions, Events & Tourism

Please visit http://www.philadelphiausa.travel/ for additional city information.

Conference Attire

Conference attire is business casual. Meeting rooms may be cool so you may wish to pack a sweater.

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call 1 800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at association@towertravel.com. Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

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.

Airport & Transportation
Philadelphia International Airport - PHL (approx. 12.18 miles)
Depart ramp toward Parking / Rental Car Return
1. Keep left onto road
2. Take ramp left for I-95 / Delaware Expy North toward Philadelphia
3. At exit 22, take ramp left for I-676 / US-30 toward Ben Franklin Br / Independence Hall / Callowhill St
4. Keep straight onto Callowhill St
5. Turn left onto N 8th St
6. Take ramp right for Vine St toward Local Traffic
7. Turn left onto N 12th St

A taxi to the Philadelphia Marriott Downtown will cost approximately $30.00-$35.00 one-way from the Philadelphia International Airport. The trip takes 20 minutes, depending on time of day & traffic.

Shuttle Service
Lady Liberty Transportation provides airport shuttle service to & from the Philadelphia International Airport. Fares are $10.00 one-way (subject to change without notice).

Travel from the Philadelphia International Airport:

Reservations are not required for airport arrivals. Service is available from 5:30am until 12:00 midnight. Proceed to Ground Transportation counter upon arrival (located near Baggage Claim) and register with the counter attendant (ticket number will be called when van arrives). Dial 27 from courtesy phones at counter and inform dispatcher of destination and number in party (please call after luggage is claimed).

Travel to the Philadelphia International Airport:

Call 1 215.724.8888 to make a reservation in advance. Recommended pick-up time is at least 2 to 2.5 hours before departure time for domestic flights. Recommended pick-up time is at least 3 to 3.5 hours before departure time for international flights.

Please visit http://ladylibertyshuttle.com for more information.

Parking at the Hotel

Valet parking is available at the Hotel for $24.00 per night & includes in & out privileges. Rates are subject to change without notice.

There are no exhibits associated with this event.

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