Resource Library Calendar Career Management Community
About The AMA Search
Login

Events

Email Print page

Strategic Brand Development: Salt Lake City 

Salt Lake City Marriott Downtown 
75 South West Temple, Salt Lake City , UT  84101 
4/16/2012 8:00 AM  - 4/17/2012 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

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. However, the traditional marketing methods too often fail to deliver either strong growth or the necessary ROI.

This workshop will explore new methods for creating differentiation in face of this difficult challenge. It will outline how to create a strong brand platform that lets the brand “walk the talk” by delivering that point of difference through all facets of the brand experience.

Using case studies, exercises and best practices, you will learn how to create a meaningful, differentiated brand and 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.

Cancellation Policy
Cancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the training.

About the Instructor
Robert Kincaide


Day 1

8:00 – 8:30 a.m. Continental Breakfast

8:30 a.m. – 5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)

·             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

8:00 – 8:30 a.m. Continental Breakfast

8:30 a.m. – 5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)

·             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
Salt Lake City Marriott Downtown
75 South West Temple
Salt Lake City, UT 84101
Phone: 1-801-531-0800
Fax: 1-801-532-4127
Hotel Website: www.marriott.com/slcut

The Salt Lake City Marriott Downtown is a luxury hotel located in the heart of the city and features scenic views of the area skyline with easy access to all of the exciting activities in Salt Lake City. Guests can enjoy a day of skiing or snowboarding at nearby Snowbird and Alta, then experience the energy of Downtown Salt Lake City. Multiple nearby reservoirs offer excellent fishing, hiking and boating in the summer. The hotel is situated just steps away from historic LDS Temple Square, Symphony Hall and Salt Palace Convention Center. Take in a Utah Jazz basketball game or concert at ES Arena. Enjoy shopping at the expansive Gateway mall or attend a performance at Gallivan Plaza. All are within short walking distance. Guestrooms at the Salt Lake City hotel feature Marriott's new Revive bedding, work area and fine amenities. Dine at the on-site restaurant, lobby lounge or Starbucks cafe. Just 15 minutes from the airport, the Salt Lake City Marriott Downtown is the perfect hotel for business or leisure.

Rates: $136.00 Single/Double occupancy (plus applicable state & local taxes, currently 12.72%)
Rates are based on availability.

To make a hotel reservation online:
http://www.marriott.com/hotels/travel/slcut?groupCode=amaamaa&app=resvlink&fromDate=4/15/12&toDate=4/17/12

Or call 1 800.228.9290 or 1 801.531.0800 & mention the American Marketing Association Training Series “Strategic Brand Development” (group code AMAAMAA) to make a reservation. You must make your hotel reservations by March 18, 2012 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 Salt Lake City Convention & Visitors Bureau website http://www.visitsaltlake.com/visit/ for additional city information.

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

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.

Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. To make a reservation click here: https://www.alamo.com/index.do?action=/hotDealsTemplate&msg=alamo-ama
or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve and Save:
http://www.enterprise.com/car_rental/deeplinkmap.do?bid=002&cust=AMA7745&cm_mmc=AMA-_-Discount-_-AMA7745-_-null
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. To enroll now, click here: www.emeraldclub.com.  
To make a reservation online click here:
https://www.nationalcar.com/index.do?action=/hotDealsTemplate&msg=national-ama
or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.

Directions
Area Airport
Salt Lake City International Airport - SLC
Distance: 6 miles SE
Leaving the airport, take I-80 East to Exit 600 South, exit ramp and proceed on 600 South to West Temple, turn left on West Temple and continue approximately 5 blocks, the Hotel is on your right. (approx. 10 minute drive from the airport)

Transportation
Taxicabs are readily available at the Salt Lake City International Airport. The estimated taxi fare is approx. $25.00 one-way.

Parking at the Hotel
The Salt Lake City Marriott Downtown offers self-parking for $12.00 per day or valet parking for $18.00 per day (subject to change without notice).  Parking includes in & out privileges.

There are no exhibit opportunities with this event.