STRONG CORPORATE BRANDS MAKE GOOD COMPANIES INDUSTRY LEADERS

Strong brands meaningfully and compelling differentiate industry leaders from competitors. Markets are full of well-run companies with good products. Often, what distinguishes a good product from another is the brand that supports it. In the competition between good and even excellent companies, who wins is more than ever determined by who is visible and who is credible.

Yet building strong brands is more challenging than ever. Although new technologies and social networks have made communicating cheaper, faster, and easier they have also made it more difficult to distinguish one brand from another simply because there are so many competitors communicating and striving for visibility. In this environment, how do companies effectively build strong brands?

International branding authority Michael Alan Hamlin addresses this and other key hurdles to building strong brands in the seminar, "Building and Sustaining Strong Corporate Brands." The seminar will focus on developing, building, and communicating a strategic corporate brand with special emphasis on non-traditional communication channels, including events, public relations, and Web 2.0 tools.

• See how industry leaders leverage strong corporate brands to dominate industries characterized by strong competitors
  
• Acquire an understanding of how building a strong brand can insulate your company from cost pressures leading to commoditization
  
• Learn how to maximize return on resources devoted to corporate brand building
  
• Learn how to distinguish your brand from the competition in a meaningful, relevant way
  
• Examine how the world's leading brands evolve their corporate brands to provide consistency and relevance despite shifting values, practices, and needs
  
• Adopt the mindset of a strategic brand expert with a limited budget, a successful brand, and severe competitive pressure