Conversations

Understanding the Strength of Your Brand: How to Think about Monitoring and Assessing Brand Health

Renowned branding expert Kevin Lane Keller will discuss his comprehensive “brand resonance” model as a foundation for brand marketers in monitoring and assessing brand strength and health. Drawing on experience at Frito-Lay, Pepsi, Disney Studios, and Pernod Ricard, Pam Forbus will provide strategic insights and will discuss challenges and tactical applications. Corporate members will be invited to share insights and ask questions in this live broadcast.   This new series unleashes the power of academic research to provide the right answers to the tough questions industries are grappling with. In each hour long video session, a professor and an industry leader will discuss the pressing challenges facing industries in today’s difficult environment. The academic will share the latest research on topics like disruption, branding, and analytics. Then their industry counterpart will talk about how to apply these concepts and frameworks to help facilitate better marketing decisions. Corporate members will be invited to share insights and ask questions in these live, interactive Zoom sessions. Download slides Watch the video