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The Brand-ABLE Framework - How to Craft a Compelling Brand

Location: Your office

Date: Wednesday, June 17, 2009

Time: 1:00pm - 2:30pm ET

Overview

How important is branding to product development strategy?

While weakly branded products compete on price and are viewed as commodities, strong brands create a premium. The market will pay more for brand name products, all things being equal, for reasons that are not always logical but are based on intangible feelings and implicit trust. In fact, the power of branding extends to collaborations, licenses, and the value of your company. (Just take a look at P&G, Apple, and Google.)

However, branding is often misunderstood – it is not just about advertising and can not be artificially created. It requires a deep analysis of customer emotions, loyalties, experiences and motivations – and a frank assessment of your product’s benefits, equity, and promise.

To learn how you can craft a meaningful brand position and create sustainable competitive advantage, we are pleased to announce an exclusive new audiosession, The Brand-ABLE Framework: How to Craft a Compelling Brand on June 17, 2009 from 1-2:30pm ET.

In this interactive 90-minute session, innovation expert David Frederick will guide you through a robust framework to help you gather the insight and data necessary to build an effective brand strategy.

This framework consists of four query-based modules:

  1. CBQ: Critical Brand Questions
  2. ABLE: Action Benefit Link Equity
  3. BIP: Brand Identification Process
  4. CPD: Campaign Planning Definition

The questions within these modules build on each other and are designed to help you dig deep. By participating, you will identify specific action steps to effectively construct, measure and milestone/validate a compelling brand position. You will also have the chance to ask individual questions and receive feedback.

This session is ideal for VPs, Directors and Managers of Product Development, Marketing, Strategy and Innovation, and highly beneficial for teams. Teams may listen together for the same low fee - cost is per phone line, attendance unlimited.

Takeaways

1. Access to slides used during the session via webinar technology
2. Your questions answered directly by an expert during the session and by email afterwards
3. Access to synchronized Windows Media file of slides and audio after the session
 

Session Leaders

David FrederickProf. David A. Frederick, II
Chairman and CEO
Institute for Advanced Innovation Research

Frederick is a seasoned senior executive, technologist, and visionary with over 25 years experience in the global technology, executive strategic management, consulting, integrated marketing, innovation, VC, M&A, and Private Equity funding, media and interactive business industries. He is a recognized leader on the convergence of interactive media, interactive marketing and branding, adver-gaming, and content development and has been a key speaker on numerous industry round tables. He pioneered the first digital musical keyboard instrument based solely on a Windows™ Operating System, as well as pioneered the HPX- Hierarchal Platform Xchange and the follow on MPX- Media Platform Xchange, a SOA based software architecture used in managing and sharing voluminous amounts of associated meta data, digital content and rich media. He is also a recognized author on such topics as innovation, strategy, IP monetization, management, marketing, business process and content development.

In addition to his executive background, Frederick served as Adjunct Professor of Strategic Management, Advanced Executive MBA Program for Norwich University, is a member of and contributor to the Management Round Table, The Institute of Management Consultants, IEEE, Harvard Law School - Program on Negotiation, MIT Enterprise Forum, APS - American Physical Society - American Physics, United States Naval Institute, IGDA (International Game Developers Association) Intellectual Property Rights Committee as well as a member of the Council of Communications Advisers & Media and Entertainment.

Frederick earned a BS in International Business and an MBA from Weston Reserve University and conducted graduate work at MIT Sloan School of Management and Harvard Law School. He is currently working towards his PhD in Behavioral and Policy Sciences with a specialty in Innovation from Atlantic International University.

He currently serves as Chairman and CEO of the Institute for Advanced Innovation Research –www.instituteair.org, blog - www.instituteair.wordpress.com.
 

What you will learn

In this interactive 90-minute session, innovation expert David Frederick will guide you through a robust framework to help you gather the insight and data necessary to build an effective brand strategy.

This framework consists of four query-based modules:

  1. CBQ: Critical Brand Questions
  2. ABLE: Action Benefit Link Equity
  3. BIP: Brand Identification Process
  4. CPD: Campaign Planning Definition

The questions within these modules build on each other and are designed to help you dig deep.

How to access this session

To purchase access by phone:

Call 1-800-338-2223 or 781-891-8080 (9:00am - 5:30pm EDT)

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