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Topic: Time to “fix” your brand? Some practical advice to get you started.
Speaker: Pecanne Jennings, Chief Marketing Officer for SQN Communications Design


Broadcast Date & Time: September 18, 2006 at 11:00 am CT

You suspect (or maybe even already know) that it’s time… It’s time to strategically revaluate your brand because it somehow no longer “fits” the organization.

Maybe your organization’s services or product offerings have expanded well beyond the original scope your logo reflects. Or maybe expectations of leadership have shifted and they are now interested in this “branding stuff.” Or maybe someone just didn’t get the brand right the first time and you’re new to the job – there to “fix it.”

Regardless of the circumstances, you are not alone in your brand quest. And you need not shy away from digging into a brand identity initiative as it can be one of the most rewarding efforts a marketer can undertake.

When you listen in, you will learn:

  • Why a brand is so important
  • Why some brands can endure over decades with seemingly only minor tweaks and subtle changes
  • Your role in forming brand identity versus brand image
  • Why the brand’s promise is so critical for integrated marketing (and sales!)
  • Common warning signs that it’s time to make some changes to your brand
  • What your brand design team/partner should be asking you before starting creative development
  • Common “to do” items when launching a new or revitalized brand
 

Target both the AMA's 38,000 members as well as the over 750,000 marketing professionals working today in the U.S. and Canada.

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