Resource Library Calendar Career Management Community
About The AMA Search
Login

search events

Keyword

From

To

Location

By Topic >>











 close
Search by Role:

Event Type
Advanced Search

Events

Email Print page

Strategic Brand Development: Chicago 

30 East Hubbard Street 
Chicago , IL  60611 
3/3/2010 8:00 AM  - 3/4/2010 5:00 PM 


Details Schedule Registration Travel Exhibitors

Listen to a sneak peek podcast by Instructor Bob Kincaide, Principal, Gsi – Growth Strategy/Innovation

                   Strategic Brand Development Brochure 

Today you may be experiencing the collapse of traditional brand marketing and needing new, more agile approaches.

-              Is your brand underperforming?

-              Are your current brand tactics failing to deliver the
               promise?

-              Are you chasing a smaller piece of the customer revenue
                pie?

Strategic Brand Development provides the know-how to make your brand work best with new and proven ways to generate revenue.  Learn how to uncover “white space” opportunities and create meaningful differences in new ways that redefine categories and drive brand revenues.  Gain knowledge to improve segmentation, brand positioning, strategy and making the brand a powerful competitive advantage.

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, Principal, Growth Strategy/Innovation, with more than 25 years of experience, is an expert in brand innovation, value proposition, product leveraging and brand revitalization for companies throughout North America and Europe.  His corporate experience includes brand management with a number of Fortune 500 firms.  He has also been a speaker at international brand innovation conferences in North America, Europe and Asia.

 Day 1

·             Course Overview

-             Introductions, goals, overview

·             Defining Strategic Brand Development

-             What is a brand; success criteria; consumer-centric strategy:
               strategy vs tactics

·             Collapse of Traditional Brand Marketing

-             Forces that have made the old business model obsolete

·             New Definition for Successful Strategic Brand Development

-             Recapture meaningful differentiation; redefining categories;
              building platforms

LUNCH

·             New Approach for Positioning

-             New methods to create differentiation; case histories

·             Case History

·             Uncovering Underserved Consumer Needs

-             Knowledge vs. insight

·             Defining Brand Equity

-             Functional and non-functional dimensions

·             Briefing on Case Study

Day 2

·             Presentation/Review of Case

·             Process for Strategic Brand Development

-             Overview of methods

·             Brand Architecture

-             Role of brand naming to capture strategy

·             Uncovering Underserved Consumer Needs

-             Knowledge vs. insight: discussion of techniques

-             Isolating needs drivers for differentiation

LUNCH

·             Needs-based Target Audience Segmentation

·             Develop Brand Character

-             Differentiation on brand character

·             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

·             Summary

Hotel Air Travel Rental Car Ground Transportation
Training Series Location
Courtyard Chicago Downtown – River North
30 East Hubbard Street
Chicago, IL 60611
Phone: 1 312.329.2500
Fax: 1.312.329.0293
www.courtyardchicagodowntown.com

Among downtown Chicago hotels, the newly renovated Courtyard by Marriott Chicago Downtown stands out as a haven of urban sophistication. Located in the trendy River North area, this hotel in downtown Chicago Illinois lets guests experience this exciting city in a moderately priced, casually elegant atmosphere. Just steps from Michigan Avenue, this Chicago hotel near downtown attractions offers easy access to Navy Pier, American Girl Place, Theater and Museum Districts. Relax in newly remodeled oversized rooms. Grab a coffee at Starbucks, take a leisurely lunch at the State Street Bread Company, or order delicious room service for a night in, enjoying comfortable downtown Chicago lodging. The fitness center with indoor pool lets you stay fit on the road, and free high-speed Internet access keeps you connected. The Courtyard Chicago Downtown is the ultimate choice for any guest seeking the soul of Chicago.

Rates: $139.00 single/double (plus applicable state & local taxes, currently 15.4%, which are subject to change without prior notice)

Please call 1 312.329.2500 & reference the American Marketing Association to make reservations. Rates are based on availability.

The cut-off date for reservations is February 9, 2010. After February 9, 2010, reservations will be accepted based on availability and at the prevailing rate.  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 of arrival.

Check in time is 4:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 4:00 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 and Tourism
Please visit www.choosechicago.com for additional city information.

Conference Attire 
Conference attire is business casual. Meeting rooms may be cool so you may wish to bring a sweater/jacket.

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.
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.  
From Chicago/O’Hare International Airport - ORD

               Phone:  1 773 686 2200

               Hotel direction: 14 miles SE

               Driving Directions: Take I-190 East to I-90 (Kennedy Expressway) East to the Ohio Street Exit.                Ohio Street is a one-way street eastbound. Take Ohio to State. Turn right on State, and go to                Hubbard (3rd light). Turn left and hotel entrance is on the left.

Taxis
Taxis are available at O’Hare International Airport 24 hours a day.  A taxi ride takes approx. 1 hour (depending on time of day & traffic) & estimated cost is $40.00-$55.00 one-way.

Shuttle Service (Operated by GO Airport Express)
Reservations are not required. Shuttle vans depart O’Hare Airport every 10-15 minutes. GO Airport Express ticket counters and loading zones for boarding the GO Airport Express van are at Door 1E, Door 2D, and Door 3F across from baggage claim on the Baggage Claim level. For your return trip to the airport, contact the hotel concierge desk for reservation assistance. Please visit http://www.airportexpress.com/ for more information or call 1 888.284.3826.

O'Hare Shuttle fares (subject to change without notice):
Single Fare One-Way: $28.00 
Single Fare Round-Trip: $50.00

By Train: (CTA Blue Line Train, located at O'Hare Airport, lower level)
* Please note: The train is an affordable travel option, but staircases, escalators and crowded train cars can be uncomfortable for those with extra luggage. For more information, please visit http://www.transitchicago.com/.

·        From baggage claim, follow the directional signs to RAPID TRANSIT TRAIN, located on the lower level of the airport.

·        Fares are $2.25 (subject to change) one-way.

Chicago/Midway Airport - MDW

Phone: 1 773.838.0600

Hotel direction: 12 miles NE

               Driving Directions: Take Cicero Avenue North to I-55 North. Take I-90/94 West into downtown.                Exit Ohio St. (one-way eastbound). Make a right on State. Hotel is on the corner of State &                Hubbard.

Taxis
Taxis are available at Midway Airport 24 hours a day.  A taxi ride takes approx. 40 minutes (depending on time of day & traffic) & estimated cost is $30.00-$45.00 one-way.

Shuttle Service (Operated by GO Airport Express)
Reservations are not required. Shuttle vans depart Midway Airport every 15-30 minutes. GO Airport Express ticket counter and loading zone is located at Door 3, lower level across from baggage claim.  For your return trip to the airport, contact the hotel concierge desk for reservation assistance. Please visit http://www.airportexpress.com/ for more information or call 1 888.284.3826.

Midway shuttle fares (subject to change without notice):
Single Fare One-Way: $23.00
Single Fare Round-Trip: $40.00

By Train: (CTA Orange Line Train, located at Midway Airport)
* Please note: The train is an affordable travel option, but staircases, escalators, long pedways and crowded train cars can be uncomfortable for those with extra luggage. For more information, please visit http://www.transitchicago.com/.

·        From baggage claim, follow the directional signs to RAPID TRANSIT TRAIN.

·        Fares are $2.25 (subject to change) one-way.

Parking at the Hotel

Valet Parking at the Courtyard Chicago Downtown – River North

Daily fee: $45.00 (subject to change without notice), includes in & out privileges

There are no exhibits associated with this event.
AMA IconPowered by the American Marketing Association | Copyright © 2010 MarketingPower, Inc. The site content may not be copied, reproduced, or redistributed without prior written permission from the American Marketing Association or its affiliates.