Tim Calkins, Professor of Marketing at Northwestern University’s Kellogg School of Management and Co-academic Director of Kellogg’s Branding Program will conduct the day long workshop. The theme of the workshop is Defending Your Brand.
About the Workshop
Defending Your Brand in a Competitive, Connected World
It is a remarkable time for brands. Changes in technology and global dynamics are creating enormous opportunities. A strong brand can generate value around the globe.
It is also a difficult time. Intense competition creates significant challenges. Any successful brand will soon face competitive threats. Responding to these threats is essential; brands that fail to defend struggle.
Managers today have to move very quickly to protect their brands.
This workshop will look at how to defend your brand from competitive threats: how to assess and respond to competition. The program will highlight why brands often fail to defend, how a product or marketing manager should think about competitive threat and what specifically they should do. Drawing on examples from around the world, the program will transform how participants think about marketing their brands.
Defensive strategy is incredibly important but rarely discussed in the world of marketing. This program will shed light on this important topic.