Taking Your Brand From Here to There
Crafting an Effective Brand Communications Strategy
By Dr. Edward Volchok

$199.00

Course Length: Approximately 1 hour 35 min

Course overview:

Without a sound strategy, it is unlikely that your brand communications will achieve their objective.

This course will teach you the principles that should guide the development of your strategy, such as brand foundation, competitive differentiation and consumer relevance. It will explain the components that make up a brand communications strategy (such as target audience definition and brand positioning), as well as the factors you need to consider in shaping those components. Finally, the course provides ideas, processes and tools to help you craft an effective brand communications strategy.

Brand communications strategies are fundamentally a series of inter-related decisions you make that will guide every element of your brand’s communications. Knowing how to develop an effective strategy is essential to communications planning.

Technical Requirements: Computer audio and video (see Technical Support link for details)

About the Sage:

Dr. Edward Volchok is a marketing strategist with over twenty-five years of experience in branding, integrated marketing communications, new product development, Category Management, consumer promotions, and Customer Relationship Management.

Dr. Volchok heads his own marketing consulting firm, which specializes in branding and new product development. In addition to his consulting practice, Ed is an adjunct professor at Stevens Institute of Technology, where he teaches marketing in the MBA and other graduate programs. He has also taught courses on branding, relationship marketing, advertising, and online marketing at New York University and City University of New York.

Ed has held managerial positions at Ogilvy & Mather, Michael F. Carey Associates, CYRK, and LLKFB. He has created brand-building marketing communications, consumer and trade promotions, and CRM programs for such clients as Kraft General Foods, Shering-Plough, Bristol-Myers Squibb, Clairol, NASCAR, Owens Corning and J. P. Morgan’s private banking business.

A graduate of George Washington University, Ed holds a Masters from Clark University and earned his Ph.D. from Columbia University. Ed also has done graduate work at New York University’s Graduate School of Business.