Strategic Brand Development - 2014 - Cincinnati

Renaissance Cincinnati Downtown
36 East Fourth Street, Cincinnati, OH 45202
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

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

Download the 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.

Using case studies, exercises and best practices, this workshop will explore new methods for creating a differentiated brand promise. You will learn how to create a strong brand platform and “walk the talk” by developing new and enhancing current points of difference.

You’ll be armed with the knowledge and tools that you need to deliver a unique brand promise capable of driving revenue and profit growth.

Strategic Brand Development - Learning Objectives

  • 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 
  • Evaluate specific marketing tools to create real brand value
  • Explore  features, tactics and other support that delivers on the brand experience
  • Develop a new brand promise for your brand using the methods and tools from  the workshop

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 October 2, 2014.

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.

Strategic Brand Development  - About the Instructor
Robert Kincaide 

Strategic Brand Development Agenda

Day 1

8:00 – 8:30 a.m. Registration and Continental breakfast

8:30 a.m. – 5:00 p.m. Program (includes lunch, morning and afternoon breaks)

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 definition for successful strategic brand development

 Recapture meaningful differentiation; redefining categories; building platforms


New approach for positioning

 New methods to create differentiation

Case history

Uncovering underserved consumer needs

 Knowledge vs. insight

Defining brand equity

 Functional and non-functional dimensions

Briefing on case study

Day 2

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

8:30 a.m. – 4:00 p.m. Program (includes lunch, morning and afternoon breaks)

Presentation/review of case

Process for strategic brand development

 Overview of methods

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

How to organize for brand development

 New organizational design


Registration is not available at this time.

Training Series Location 
Renaissance Cincinnati Downtown
36 East Fourth Street
Cincinnati, OH 45202
Phone: 1 513.333.0000
Reservations: 1 855.308.7359

The Renaissance Cincinnati Downtown Hotel is designed to showcase stately elegance with a modern touch. The luxury hotel in downtown Cincinnati, Ohio provides a historical feel with its unique guest suites. And with the closeness to popular tourist attractions such as the Contemporary Arts Center, the Cincinnati Zoo and Fountain Square, there is never a shortage of exciting things to do. You can also enjoy a wide array of fine dining and casual restaurants near the luxury hotel in downtown Cincinnati. 

ates: $159.00 single occupancy (plus applicable state and local taxes, currently 17.25%, which are subject to change without prior notice)
Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

lease call 1 855.308.7359 and reference American Marketing Association Strategic Brand Development to make reservations. The cut-off date for reservations is September 17, 2014. After September 17, 2014, reservations will be accepted based on availability and at the prevailing rate. 

In order to confirm a reservation, the hotel will require a credit card or first night’s room and tax deposit, refundable up to 4:00 p.m hotel time on the day of arrival. Cancellations made after 4:00 p.m. on the day of arrival and no-shows will forfeit the initial deposit. 

Check in time is 4:00 p.m., and check out is at 11:00 a.m. Anyone arriving earlier than 4:00 p.m. will be checked in as soon as room(s) become available. Guests checking out early may be assessed an early departure fee. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.  

Area Attractions and Events
Please visit Cincinnati USA Convention and Visitors Bureau for additional city information.

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.

ational 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.

​From Cincinnati/Northern Kentucky International Airport – CVG (13.6 miles) 
Follow Terminal Dr. to I-275 E and merge via the ramp. After 3.4 miles take exit 84 and merge onto I-71 N towards Cincinnati for 7.8 miles. Take exit 1C for Fifth St. and turn right onto Walnut St. after 0.3 miles. In 0.4 miles take your first right onto E 4th St and the property will be on the right.

Estimated taxi fare: $25.00-$30.00 one-way

Parking at the Hotel
Valet Parking is available at the Renaissance Cincinnati Downtown.
Daily fee: $30.00 (subject to change without notice)

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.

 Professional Certification


Take advantage of the AMA's Professional Certified Marketer program and showcase your superior marketing knowledge.


 Corporate Training