Brand Measurement: Chicago - American Marketing Association

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

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

This event has passed and unavailable for registration.

Hotel Air Travel Rental Car Ground Transportation

Training Series Location
The University of Chicago Booth School of Business
Gleacher Center
450 North Cityfront Plaza Drive
Chicago, IL 60611
Phone: 1 312.464.8787
Fax: 1 312.464.8683
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.

Area Attractions, Events and Tourism
www.choosechicago.com

Hotels within One Mile of the Gleacher Center

* 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 Chiciago - 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

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.

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.

O’Hare International Airport
Taxi: Allow 1½ to 2 hours
Approximately $40-55

Airport shuttle: www.airportexpress.com
Approx. $28 one way (subject to change)
Subway: $2.00 (subject to change)
Allow approximately 45 minutes to an hour*Airport signs will direct you to “Trains to City”
*Depart at Clark/Lake stop and either:
*Take cab to our address (approximately $7)
*Walk east to Michigan Avenue, turn left walking north, cross Chicago River (you can see our building on right along the river) and immediately after the bridge turn right to walk through plaza to our building entrance (approximately 7 long blocks)
*Take bus by walking 2 short blocks to Lake & State to catch one of the following buses:

#10, #145, or #146 and depart at the first stop after you’ve crossed the river. Then just walk through the plaza you’re in to our building entrance.

Midway Airport
Taxi: Allow 45 minutes to 1½ hours
Approximately $30-45
Airport shuttle: www.airportexpress.com
Approx. $23 one way (subject to change)
Subway: $2.00 (subject to change)
Allow approximately 45 minutes to an hour
*Airport signs will direct you to “Trains to City”
*Depart at State and Lake stop and either:
*Take cab to our address (approximately $7)
*Walk east to Michigan Avenue, turn left walking north, cross Chicago River (you can see our building on right along the river) and immediately after the bridge turn right to walk through plaza to our building entrance (approximately 5 long blocks)

*Take bus from State & Lake to catch one of the following buses: #10, #145, or #146 and depart at the first stop after you’ve crossed the river. Then just walk through the plaza you’re in to our building entrance.

Public Transportation Details
From El (subway):
Red Line (Howard/Dan Ryan):
*Depart at Grand Avenue stop.
*Walk east to Michigan Avenue (walk up stairs at the Nordstrom’s building to access main upper Michigan),
*Turn right to head southbound
*Cross to east side of Michigan
*Turn left 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)

*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 *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

There are no exhibits associated with this event.