Brand Strategy and the Role of Market Research
This seminar will lead participants on how to create a fact base for good decision making. Facilitator Kenneth J Roberts will cover the basics of creating a brand strategy along with a guide for non researchers on how to use [and not use] market research data.
About the Facilitator: With over 40 years of experience as an identity consultant, Ken Roberts, Chairman Emeritus and CEO, is a specialist in integrated communications and branding systems and their relationship to marketing and business strategies. He has extensive experience in the areas of positioning, corporate identification, brand portfolio optimization, brand equity evaluation, marketing communications and implementation.
Ken has managed identity programs for U.S. and international organizations in a wide variety of industry categories. Clients have included Air Products, AT&T, The Bank of New York, BD, Carnegie Hall, Chase, Citibank, Cornell University, Deloitte & Touche, Doosan Group, Dow Chemical, Dun & Bradstreet, Electronic Data Systems, Hoechst Celanese, IBM, Kenyon College, Lincoln Center, Mayo Clinic, The McGraw-Hill Companies, Pfizer, Samsung Group, Southern Company, Sprint, Travelers Group, University of Virginia, Walmart and Verizon.
Ken is a frequent speaker on the subject of branding and has published extensively. He is a member of the board of directors of the Oliver Wyman Group and is a Trustee of The Kenyon Review.
Ken holds a B.A. from the University of Virginia and an M.B.A. from the Wharton Graduate Division of the University of Pennsylvania.
Advance registration is required.
Registration fee: $30, waived for Brown and RISD students.
Please visit the secure registration site to submit both student and regular registration requests. (https://payment.brown.edu/C20460_ustores/web/product_detail.jsp?PRODUCTID=1350&SINGLESTORE=true)