Executive Education

Learn cutting edge brand management strategies that will allow your organization to rise above the noise and chaos.
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UW-Stout's Executive Education presents

Strategic Brand Management in a Digital Age
May 17, 18, and 19, 2020

Hosted by UW-Stout College of Science, Technology, Engineering, Mathematics and Management and the School of Management 

Jarvis Hall 
University of Wisconsin-Stout
Menomonie, Wisconsin

Digital technologies have impacted the brand management strategies of organizations big and small. In this digital “new world”, a customer’s perception of your company and its brands can change very quickly. A brand today can achieve overnight success, or it can be destroyed overnight in what seems to be an increasingly noisy and chaotic, digital marketing world. The question becomes, “will your organization have the brand management knowledge to survive this increasingly noisy and chaotic marketing environment?”

About this Program

In the Strategic Brand Management in a Digital Age program, UW-Stout faculty and industry “thought leaders” will share cutting edge brand management strategies that will allow your organization to rise above the noise and chaos. You will learn how to generate growth by creating, maintaining, refreshing and protecting your company’s greatest asset, its brand!  You will learn how Fortune 500 companies continually create new brands and refresh their old brands in an effort to stand-out and remain relevant in today’s rapidly changing business and consumer markets. You will learn how to create a strong differentiated brand, compelling customer experiences, and brand advocates. You will learn to elevate your brand above the day-to-day digital and social media activities.

Throughout the program, participants will have the opportunity to network with brand management “thought leaders” who have built the brands of Fortune 500 companies. You will learn the secrets of the world’s best-practice companies. You will return to work with growth building new ideas and frameworks that replace long-standing and questionable marketing practices.

Who Should Attend

This program is designed for mid to senior-level marketing/brand managers/executives, as well as general managers and managers with marketing/branding responsibilities in both the B2C and B2B space; and who are responsible for navigating the complexities of the new world of marketing, and who are responsible for developing innovative marketing strategies that drive growth. 

Some mid to senior-level titles include: 

  • CEO
  • CMO
  • Plant Manager       
  • General Manager 
  • Marketing Manager
  • Product Manager
  • Brand Manager
  • Business development manager
  • Advertising and communications manager
  • Strategic planner
  • Agency executives and account managers
Learning Outcomes

In our fast-paced, highly interactive program sessions, you'll learn how to:

  • win on value, not price      
  • create a compelling brand experience
  • leverage and protect your corporate brand reputation
  • effectively compete for customer time
  • more effectively gain consumer attention
  • create compelling customer experiences
  • create memorable events that engage each customer in an inherently personal way
  • create customer value on the digital frontier
  • use digital technology to stage experiences that fuse the real and the virtual
  • achieve overnight success, or how it can be destroyed overnight
  • create and maintain a “one-voice” marketing communication strategy
  • align your digital & social media messaging with your brand strategy
  • successfully manage online word-of-mouth

Guided by industry acknowledged thought leaders in branding —you’ll gain insight into:

  • how successful companies build strong, lasting brands.
  • that "Work is Theater & Every Business a Stage"
  • the benefits of a strongly differentiated brand 
  • the most powerful ways to differentiate a brand 
  • the principles and tools for breaking free of category norms
  • the expectations to differentiate your brand in an original, yet highly relevant manner
  • creating, finding and delivering engaging content
  • types of content that are most effective at engaging customers  
  • what you can successfully accomplish using social media
  • how "experiences" have become the predominant economic offering
  • what customers really want; Authenticity!
  • what makes the world’s most popular brands stand-out in a sea of competition

You'll take home strategic branding models that harden your brand’s position. You'll hear case studies that show how brands become trapped in category norms and the results of defining original Strategic Points of View (POV). We'll teach you the value of a Strategic POV vs. a “positioning” or “vision” or “mission” to guide marketing and overall business strategy.

On top of all this, you'll learn how to demystified Artificial Intelligence through an understanding of how:

  • AI works, its significant frameworks and libraries
  • it is changing marketing and design professions
  • branding has evolved
  • we can leverage algorithms, neural networks, and probabilistic models
  • we can use Ai to tap into humanity
Key Branding Benefits

You’ll come away empowered with new knowledge and skills you can apply to gain the key benefits of designing a strong, favorable and distinctive brand. Those benefits will include:

  • larger profit margins
  • growth opportunities
  • greater customer loyalty
  • increased brand extension opportunities
  • increased licensing opportunities
  • increased business valuation
  • less vulnerability to competitive marketing actions
  • less vulnerability to marketing crises
  • increased trade cooperation and support
  • increased marketing communication effectiveness
  • Improved perceptions of product performance
IT'S ABOUT US, OUR TALENT AND OUR SKILLS.

What is Branding?

With over 6,400 books written on branding, the subject has gotten complex. Yet simplicity is where the power exists.