Advanced Branding and Positioning - Chicago, IL

One Prudential Plaza - AMA Support Center, 130 E. Randolph St., 22nd Floor
Chicago, IL 60601
6/20/2018 8:30 AM - 6/21/2018 4:00 PM
Register before 5/22/2018 12:00 AM for early registration fee

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Branding is easy. But effective branding that hits a memorable, emotional cord with your audience is more difficult than ever for marketers. The average person in a mid-sized city is now hit with around 10,000 advertising messages every day. Your customers – in B2B and B2C environments – are inundated with messages from countless online and traditional media channels. How do you develop an own-able, valuable and memorable brand position for your organization, company, products and services that resonate with target audiences and create the feelings and actions you desire?

 

Learn

Learn how to use data and information to develop customer insights that will serve as the foundation for your brand and positioning strategy. This workshop covers the science and art of branding, the process for arriving at a position and the tools for developing a brand expression that accurately reflects your position. You’ll learn how to arrive at a brand strategy and the elements for expressing the brand including design, colors, tone and images. We’ll also cover brand activation through integrated communications planning and employee activation and how to measure the effectiveness of your new brand and position campaign.

Takeaways

  • What are the key drivers within the organization/company, the industry and the competitive environment that define brand positioning? How do social, political and cultural influences impact strategic branding?
  • Learn how to distill insights – aha! moments – from data and information to create an emotional connection with audiences and drive action in B2B and B2C marketing.
  • Express your brand position through design and content. What colors, shapes, images, tone and other creative elements most accurately portray the desired position?
  • Develop brand guidelines for your organizational, product and/or services positioning to help create a consistent customer experience.
  • Create internal and external communications plans and determine how to measure brand effectiveness.

See Full Agenda​>>

Who Should Attend

Marketing leaders in any organization – private, public, nonprofit, etc. – who are either directly responsible for or have heavy influence over developing brand strategy and positioning should attend this workshop. The process, tools and exercises covered in this session will help define branding for entire organizations or individual products and services. Marketing communications leaders will get a solid understanding of brand execution in an omni-channel environment and how to measure positioning effectiveness.

Instructors

Todd Coats
Associate Director for Brand and Creative
Association of International Certified Professional Accountants​

Todd has helped businesses with complex stories find compelling and strategically sound ways to reach audiences. Todd brings his 32 years of experience to create effective concepts and ideas for industry sectors such as healthcare, pharmaceuticals, energy, higher education and retail. He brings an emphasis in brand building, integrated marketing, employee branding and digital advertising.

His experience ranges from working with large global corporations such as Deloitte, GSK and 3M to consumer-facing brands such as Cartoon Network, The Academy of Country Music, Hanes and Epic Games. Todd holds awards from such highly respected shows as Graphis, Print, American Advertising Federation and many more.

Shane Johnston​
Principal, Market Position Strategies

Shane Johnston has developed branding, marketing and product strategies and integrated communications plans for Fortune 100 companies, small businesses and non-profit organizations. His 25-year career spans client and agency marketing roles. His expertise in campaign development and lead generation has delivered results for companies such as Lenovo, VMware, Chase Bank, the AARP, The Wall Street Journal, TruGreen and UNC-Chapel Hill. Shane’s client side experience includes positions at Sprint, Mutual of Omaha, Methodist Health Systems and Nortel Networks. He is now Principal of Market Position Strategies, providing marketing consulting services to enterprise and higher education clients. He’s also a Partner in Firestarters Club, which provides consulting sessions for entrepreneurs and small businesses. Shane served as 2010 president of the Triangle American Marketing Association. He earned his BSBA and MBA from the University of Nebraska at Omaha.​


AMA Cancellation Policies

Advanced Branding and Positioning Agenda

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

Session overview

  • Introductions – participants and instructors.
  • Goals for the session.
  • Game plan for the two days.

Part 1: Context                                 

  • What’s happening in the organization right now?
  • What’s happening in the industry right now?
  • What are the key issues, challenges and opportunities you need to consider?
  • What’s on the horizon? What does the future hold?

Part 2: Competitors/Challenges/Barriers                                            

  • What are your key internal challenges? What are your biggest internal threats?
  • What are your key external challenges? What are your biggest external threats?
  • What are your key competitive challenges? What are your biggest competitive threats?
  • Who are your direct competitors? Who are your indirect competitors?
  • How are they positioning themselves in the marketplace? What barriers will you have to overcome?
  • Looking to the future, how will your internal and external landscape change? 
  • What barriers will you have to overcome in terms of perception, competition, awareness, education, etc.?
  • What makes you different? What sets you apart?

Part 3: Audience                                            

  • Define your market (size, type, discipline, etc.). Who are your constituents?
  • Where are you most successful right now? Where are your biggest gaps? Where are your biggest opportunities?
  • Who are your audiences? Who’s the internal champion? Who are the influencers?
  • Prioritize audiences. What motivates your priority audiences? What barriers do you have to overcome?

Part 4:  Positioning                                       

  • For your priority audience (e.g., the champion), what is your specific value?  What problem are you solving?
  • Put this value proposition through a competitive filter. What makes you different? What sets you apart?
  • Map out the functional and emotional benefits of your offering. Prioritize.
  • What do you want to be known for? What do you not want to be known for?

Part 5: Focus                                                                                

  • Based on the priorities you’ve discussed today, where are your most significant communications gaps or opportunities?
  • What do you need to stop saying? Start saying?
  • What are you doing that you should no longer do? What should you continue doing? Where do you need to dial up efforts? 

Exercise: Getting to the insight, creating the Positioning Brief and developing the Messaging Matrix

Day Two
8:00 – 8:30 a.m. Continental Breakfast
8:30 a.m. – 4:00 p.m. Program (includes Lunch, Morning and Afternoon Break)​

Part 6: Brand Expression                                            

  • What brand elements accurately express your position?
  • What roles do your brand elements play?
  • What does your logo and tagline say about you?
  • The psychology of color?
  • Why is design and copy important?
  • Why is “ownable” so important?
  • What imagery can you use? How can you make your imagery ownable?
  • Who do you believe does this well? Why?
  • What are the attributes of photos vs. graphics?
  • How do you determine “what” to show and “how” to show it?
  • Let’s get nerdy. What does typography say about your brand?
  • How about a mnemonic?
  • What are some pitfalls to avoid in expressing the brand?

Part 7: Brand Guidelines

  • What are brand guidelines? What are they for? What are they not for? Who are they for?
  • How are brand guidelines developed? What are the essential elements?
  • How do you design for accurate branding in an omni-channel world?
  • How often do you update your brand’s expression?
  • What can you update often? What should not be updated as often?

Part 8: Communication Plan                                     

  • What are the appropriate channels for announcing a new brand/position?
  • How do you engage internal audiences and make brand ambassadors?
  • Speaking of internal, what is your brand’s higher purpose? What is your why?
  • How can you use that for brand building?
  • What is your timing strategy for external and internal announcement?
  • Where are your audiences and when should you communicate?
  • Examples of brand launches – the good, the bad and the ugly.

Part 9: Measurement                                           

  • Define your metrics.
  • How do you measure success?
  • What do your leaders care about?
  • Examples for measuring brand effectiveness.

Exercise: Developing brand guidelines, communication plan and measurement framework.

Next steps                                                      

  • Discuss next steps back at the office.
  • Discuss deliverables.
  • Final questions/comments.

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$1,869.00

$1,495.00

   

Training Series Location 

One Prudential Plaza - AMA Support Center
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: +1.312.542.9000

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Randolph Street (two blocks South of the Chicago River), The American Marketing Association's, AMA Support Center is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment. The AMA Support Center is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a five to eight minute walk of some of Chicago's finest hotels. Three of them are the Swissôtel, Hyatt Regency Chicago and the Fairmont.

Recommended Hotels 
Hyatt Regency Chicago on the Riverwalk​
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.1234
Walking Distance to AMA Support Center (5 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.0565
Walking Distance to AMA Support Center (8 minutes)

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone: +1.312.565.8000
Walking Distance to AMA Support Center (5 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.345.1000
Walking Distance to AMA Support Center (5 Minutes)

Club Quarters​
75 East Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.601.3400
Walking Distance to AMA Support Center (8 Minutes)

theWit Chicago - a DoubleTree by Hilton Hotel
201 N. State Street
Chicago, IL 60601
Phone: +1.312.467.0200
Walking Distance to AMA Support Center (7 minutes) 

Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)
Chicago, IL 60611
Phone: +1.312.836.0100
Walking Distance to AMA Support Center (14 minutes) 

Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: +1.312.565.5BLU (5258)
Walking Distance to AMA Support Center (5 minutes)

Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Phone: +1.312.940.4400
Walking Distance to AMA Support Center (5 minutes)

Kimpton Hotel Monaco Chicago
225 N. Wabash Ave.
Chicago, IL 60601
Phone: +1.312.960.8500
Walking Distance to AMA Support Center (6 minutes)

LondonHouse Chicago
85 East Wacker Drive at North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.357.1200
Walking Distance to AMA Support Center (9 minutes)

Area Attractions and Events
Please visit Choose Chicago 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 Live Experience Team, 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.

Tower Travel Management 

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 7:00 a.m. - 7:00 p.m. CDT 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.

Parking Garage
Prudential Plaza features an on-site, indoor parking garage that allows you to park at your convenience. Located conveniently off of Lower Wacker Drive, visitors enjoy direct access to the parking garage.

Parking Garage Directions
Randolph Drive – in front of Prudential Plaza
West on Randolph to Michigan Avenue – turn right (north) to South Water Street – turn right (east) to Stetson – turn right (south) one block to end where you will see signs indicating the garage entrance.

Lake Shore Drive – North or South Bound
Exit at Randolph Street, west to mid-level Columbus Drive – turn right (north) to mid-level Lake Street – turn left (west) one block to end where you will see signs indicating the garage entrance.

Kennedy Expressway – South Bound
Exit Ohio Street, east to Fairbanks Court (which turns into Columbus as you proceed south) – turn right (south) at Lake Street – turn right (west) on Lake one block to end where you will see signs indicating the garage entrance.

Dan Ryan Expressway – Northbound
Exit Congress street east bound, to Columbus – turn left (north) on to Columbus to Lake Street – Turn left (west) on Lake Street one block to end where you will see signs indicating the garage entrance.

Eisenhower Expressway – East Bound
Follow expressway east through Congress Street to Columbus – turn left (north) on Columbus to Lake Street – turn left (west) on Lake one block to end where you will see signs indicating the garage entrance.

Rates for the Parking Garage are as follows (subject to change without notice):
Less than 30 minutes: $12.00
30 minutes to 1 hour: $16.00
1 hour to 2 hours: $21.00
2 hours to 4 hours: $26.00
4 hours to 12 hours: $29.00
12 hours to 24 hours: $35.00

Early Morning Special: $16.00
In between 4:30 am – 8:00 am, out by 8:00 pm (Monday through Friday)

Evening Special: $15.00
In after 4:00 pm, out by 8:00 am (Monday through Friday)
For more information regarding the Parking Garage, please contact:
Date Assadji
Parking Garage Manager
date.assadji@abm.com
312.819.6877

By train from O'Hare Airport 
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground). Proceed up to the street level and walk east on Washington to North Michigan Avenue. Make a left and proceed to One Prudential Plaza, The Prudential building. Take the escalator up and stop at the security desk to obtain a one-day building pass. Head to the 20-24 bank of elevators to get to the 22nd floor.

By train from Midway Airport 
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station. Proceed east on Lake Street to North Michigan Avenue. Cross over North Michigan Avenue and proceed to the One Prudential Plaza, The Prudential building. Take the escalator up and stop at the security desk to obtain a one-day building pass. Head to the 20-24 bank of elevators to get to the 22nd floor.

Transportation
O’Hare International Airport 
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00 one way
Airport Shuttle: GO Airport Express
Approximately $36.94 one way (subject to change)
Train: $5.00 for travel that originates at O’Hare Airport (subject to change)
Allow approximately 45 minutes to an hour

Midway Airport 
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00 one way
Airport Shuttle: GO Airport Express 
Approximately $31.94 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

Helpful Websites
Chicago Transit Authority 
Metra Rail 

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