Strategic Brand Development - Toronto, Ontario

The Spoke Club
600 King Street West, Toronto, Ontario M5V 1M3
5/14/2013 8:00 AM - 5/15/2013 5:00 PM
Register before 4/17/2013 12:00 AM for early registration fee



Listen to a sneak peek Strategic Brand Development podcast by Instructor Bob Kincaide, Principal, Gsi – Growth Strategy/Innovation.


Download Strategic Brand Development Brochure >>  

Changing consumer needs, emerging technologies and competition are making it more difficult than ever to create a brand that is meaningfully differentiated in the mind of the consumer—and undifferentiated brands are proven to underperform financially.  However, the traditional marketing methods too often fail to deliver either strong growth or the necessary ROI.

This workshop will explore new methods for creating differentiation in the face of this difficult challenge. It will outline how to create a strong brand platform that lets the brand “walk the talk” by delivering that point of difference through all facets of the brand experience.

Using case studies, exercises and best practices, you will learn how to create a meaningful, differentiated brand and fully deliver a brand experience capable of driving revenue and profit growth.


Stategic Brand Development - What You Will Learn How To

  • Uncover “White Space” opportunities—unmet needs overlooked by the competition

  • Develop the right proposition that fits your brand and your company

  • Create meaningful differentiation for new ways to grow your brand for difficult times 

  • Evaluate specific marketing tools to deliver real brand value

  • Develop features, tactics and other support that delivers on the Brand experience


Strategic Brand Development – Who Should Attend

This session will benefit anyone involved in developing the strategic direction of a product, service or company brand, whether you’re a CMO, vice president, senior manager or other professional who’s responsible for strategic brand development. Marketing services executives in advertising, graphic design and digital media also would benefit from this program.


Strategic Brand Development - Cancellation Policy

All Training Intensive cancellations and requests for refunds must be submitted to the AMA via email at Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.


Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to at least two weeks prior to the event start date. No refunds will be given after April 30, 2013.


A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.


About the Instructor

Robert Kincaide


Strategic Brand Development Schedule

Day 1

8:00 – 8:30 a.m. Continental Breakfast

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

 • Course overview
     Introductions, goals

• Defining strategic brand development
 What is a brand?
 Success criteria; consumer-centric strategy: strategy vs. tactics

• Collapse of traditional brand marketing
 Forces that have made the old business model obsolete

• New method for successful strategic brand development
 Recapture meaningful differentiation; redefining categories; building platforms
 Case examples to demonstrate the new perspective

• Your Brand: Defining Market Segments and Unmet Consumer Needs
• New approach for positioning
 New methods to create differentiation
 Case examples ( B to C and B to B) to highlight the method in action

• Uncovering underserved consumer needs
 Knowledge vs. insight
 Defining the task consumers are performing with your brand

• Defining brand equity
 Functional and non-functional dimensions

• Your Brand: Briefing on Evening Work

Day 2

8:00 – 8:30 a.m. Continental Breakfast

8:30 a.m. – 5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)
• Putting Strategic Brand Development to Work
 Overview of process steps
 Defining current assets including brand equity

• Brand architecture
 Role of brand naming to capture strategy

• Uncovering underserved consumer needs
 Knowledge vs. insight: discussion of techniques
 Isolating needs drivers for differentiation

• Needs-based target audience segmentation

• Develop brand character
 Differentiation on brand character

• Creating new features and products to deliver the positioning
 How to “walk the talk” and add value

• Your Brand: Developing Differentiated  Brand Promise

• Summary
This event has passed and is unavailable for registration.
Conference Center Location
The Spoke Club
600 King Street West
Toronto, Ontario
M5V 1M3
Phone:  1 416.368.8448
Fax:  1 416.368.7337 
The Spoke Club is conceived as a gathering place for individuals with an interest in media, entertainment and the arts. It is a comfortable hideaway to meet for a drink, eat well, do some business, entertain friends, and even catch a movie.
Located on King Street West in downtown Toronto, it has a reading room, dining room, several lounge areas, a professional art gallery, a screening room, private event spaces and a rooftop garden.

Recommended Hotel
Thompson Toronto
550 Wellington Street W
Toronto, Ontario
M5V 2V4
Phone: 1 416.640.7778
Reservations: 1 888.550.8368

Area Attractions & Events
Please visit Toronto Convention & Visitors Association for additional city information.

Conference Attire 
Conference attire is business casual.  Meeting rooms tend to be cool so you may wish to bring a sweater/jacket.

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 Meeting Services Department, 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.
​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 8 a.m. - 6 p.m. CST or, you may contact them via email at
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.
Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now
Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.
Directions & Transportation
From Toronto Pearson International Airport (YYZ)
Distance: Approx. 17 miles
Driving directions:
1. Start out going north on Silver Dart Dr toward Airport Rd/RR-7 S.  (go 0.11 miles)
2. Turn right onto Airport Rd/RR-7 S.  (go 0.94 miles)
3. Merge onto HWY-427 S via the ramp on the left.  (go 5.99 miles)
4. Merge onto Gardiner Expy E via the exit on the left toward Toronto.  (go 8.48 miles)
5. Take the Spadina Ave. exit.  (go 0.32 miles)
6. Turn left onto Spadina Ave.  (go 0.51 miles)
7. Turn left onto King St W.  (go 0.27 miles)

Estimated taxi fare: $60.00 CAD (one way)

Parking lots in the area surrounding The Spoke Club:
10 Portland St. (just south of the club) - $1.25/half hour
15 Denison Ave. (a little further north of the club) - $2.00/half hour

Street parking is also available.
​There are no sponsorship opportunities for this event.

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