Positioning to Win Hearts and Minds
Great positioning is the heart of any sound brand strategy. While strategic plans, product roadmaps, and communication campaigns enable the brand to operate on an annual basis, they can’t be effective without a clear central positioning strategy that ties everything together. Without a strong, central brand positioning that guides overall equity-building over time, brand-building efforts quickly become splintered, ineffective, and at their worst can even erode a brand’s equity.
In this session, you will hone the skills needed to write a clear and effective brand positioning statement that enables breakthrough media communications, sets your brand up for effective long-term strategy and innovation, and helps win the competitive battle in the minds of customers.
Even if you already have a positioning statement, this session will refresh your writing skills and also give you new tools to assess and improve your existing statement. If you are in an agency role, you will not only learn frameworks to use in your agency, but you’ll also learn key language and concepts you can use to work better with your clients.
Online | August 4, 2026 | 10:00 a.m. – 1:00 p.m. (Central Time)
Key Takeaways
- Key brand strategy definition, documents and the role of positioning
- How to define your target audience
- What to look for when assessing the competition
- How to write key positioning components including benefits and support points
- Recommended framework for positioning that the best brands use
- Criteria for evaluating and improving your positioning statement
Purchase 3 or more tickets for your group or team and save 10%.
All non-member registrations will include details to redeem a FREE 1 YR AMA Academic or Professional Membership ($199 value).
Training Backed By Research
AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.
Are you an AMA Professional Certified Marketer®️? This training is worth 3 Continuing Education Units (CEUs) to maintain your PCM®️ certification.
AMA Event Policies
August 4, 2026 | 10:00AM - 1:00PM Central Time
- Positioning defined, targeting strategy and case study introduction
- Writing clear and compelling benefit statements with writing practice
- Selecting the right mix of supporting details (RTBs) with writing practice
- Brand character and tone statement
- Criteria for evaluating and improving a positioning statement
- Q&A
Kevin Namaky
CEO, Gurulocity Brand Management InstituteKevin Namaky is Chief Executive Officer of the Gurulocity Brand Management Institute. During his 20 years as a Brand & Innovation Director and as SVP Head of Strategy at a global brand strategy and innovation consulting firm, he created billions in new value for companies through winning strategic plans, new product innovation and compelling marketing campaigns. A trained educator, he’s taught in classrooms, workshops, conferences and boardrooms.
Kevin has created winning brand strategies, innovation and training sessions for companies such as Scotts Miracle-Gro, Procter & Gamble, Kraft, Bolthouse Farms, Kimberly-Clark, Gorilla Brands, Ubisoft, Formica, Ancestry.com and Nestlé. Kevin also lectures at the Indiana University Kelley School of Business and has been featured in Ad Age, Forbes, Fast Company and the CMO Council.
What’s Included?
- 3 hours of live instruction and hands-on activities starting at 10:00 a.m. CT
- Interactive Q&A
- Resources, tips and best practices
- Access to recording and resources for three months
Who Should Attend?
- ABMs, brand and marketing managers who own/write/update/implement brand positioning statements and equity pyramids
- Agency partners, account managers, strategists and planners who collaborate on and/or write brand positioning and equity strategies for clients
- Small business owners who want a foundational framework to document and clarify their own brand positioning and messaging
Can’t Attend Live But Want the Information?
We will send a link to the recording and resources within one business day of the event to registrants! Access will be available for three months.