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Strategic Brand Development: Philadelphia 

21 N. Juniper Street 
Philadelphia , PA  19107 
9/16/2010 8:00 AM  - 9/17/2010 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

With declining markets combined 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. The best way to hold customers and attract new ones is to ensure you have a unique value proposition that is both rationally and emotionally different.  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, in declining markets, 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 in declining markets. 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 for difficult times 
  • 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.

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 Hotel Location
Courtyard Philadelphia Downtown
21 N. Juniper Street
Philadelphia, PA 19107
Phone: 1 215.496.3200
Fax: 1 215.496.3696
Hotel Website:
http://www.marriott.com/hotels/travel/phldc-courtyard-philadelphia-downtown/

A PIECE OF PHILADELPHIA HISTORY! The Courtyard Philadelphia Downtown hotel opened after a grand $75 million restoration, recapturing the grandeur of its 1926 origins and placing it among the premier downtown Philadelphia hotels. Unlike other downtown Philadelphia hotels, the 18-story, 498-room hotel is listed on the "National Register of Historic Places" and stands as a charming testament to time with unique architectural details. Catering to both business and leisure travelers, the elegant historic downtown Philadelphia hotel is ideally located in the "Heart of Center City" across from City Hall, 1 block to the Pennsylvania Convention Center and within walking distance of the Financial & Historic Districts, Avenue of the Arts and renowned restaurants and shopping.

Rates: $159.00 Single/Double occupancy (plus applicable state & local taxes, currently 15.2%)
Rates are based on availability.
Rates include complimentary in-room high speed Internet access.

Please call 1 800.228.9290 or 1 215.496.3200 & mention the American Marketing Association Training Series “Strategic Brand Development” to make a reservation. You must make your hotel reservations by August 18, 2010 and properly identify yourself to qualify for the special group rate.  

In order to confirm a reservation, the hotel will require a credit card or first night’s room & tax deposit, refundable up to 6:00 p.m hotel time on the day of arrival.  Cancellations made after 6:00 p.m. hotel time on the day of arrival & 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 a room(s) becomes 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.

Area Attractions, Events & Tourism
Please visit the Philadelphia Convention & Visitors Bureau website http://www.philadelphiausa.travel/ for additional city information.

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.

Travel
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
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 1 800-331-1600 to reserve a car. In addition, please be sure to use the AVIS Worldwide Discount Number:  D098599.

Directions:
Area Airport
Philadelphia International Airport - PHL
Phone:  1 215.937.6937
Distance: 10 miles SE
Driving Directions: Take Interstate 95 North to Interstate 676 West (Central Philadelphia) and exit at Broad Street (Route 611). Stay in the left lane and take the first left turn onto Vine Street. Continue on Vine Street to 12th Street and turn right. Proceed to Market Street and turn right. Follow Market Street toward City Hall and the hotel will be on the right immediately after the first traffic light.

Transportation:
Taxis
Taxicabs are readily available at the Philadelphia International Airport. The estimated taxi fare is approx. $29.00 one-way.

Public Transportation
Train service from the airport is available on SEPTA (Southeastern Pennsylvania Transportation Authority).
Please visit the SEPTA website for more information http://www.septa.org/. 

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
The Courtyard Philadelphia Downtown offers valet parking at a rate of $43.20 per day (subject to change without notice).

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