Keynote: Brand Building

Event Overview

In today’s hyper-connected world, consumers have more options and distractions than ever before. It’s become increasingly rare to focus on one thing at a time, and many of us often split our attention across numerous screens at once – bouncing back and forth between our TV, computer, smartphone, and wearable tech.

We’re bombarded by thousands of messages every day, and our brains quite simply cannot process that information. While this new reality should give us all pause, it presents a particularly difficult challenge for marketers who want to cut through all of that noise. This new era of extreme choice for consumers has made branding both more difficult and more important.

Join this one-hour, fast-paced online event with marketing and branding experts Chekitan Dev and Patti Mandel from Cornell University.

What You'll Learn

Explore the new realities of choice overload, constant consumer distraction, and a fragmented media ecosystem
Learn how brands can navigate this new competitive space and reach educated consumers
Understand how limitless options and increased competition have changed the game for marketers and brand strategists
Identify the brand attributes that are most important to your end users
Discuss brand positioning strategies to carve out space and cut through the noise

Speakers

Chekitan Dev

Singapore Tourism Distinguished Professor

view details hide details

Patti Mandel

Visiting Lecturer

Cornell SC Johnson College of Business

Visiting Lecturer, The Dyson School, Cornell SC Johnson College of Business

Patti Mandel is a visiting lecturer with the Charles H. Dyson School of Applied Economics and Management, where she teaches Branding and Brand Management. She is also an assistant professor of marketing in the Anisfield School of Business at Ramapo College of New Jersey, where she teaches Marketing Principles and Practices, Consumer Behavior, Advanced Topics in Marketing, and Branding. Prior to this, Patti taught Contemporary Business Practices and Managerial Marketing at the Lubin School of Business at Pace University.

Ms. Mandel has significant work experience in the industry with a strong record of business development and branding programs that produce growth and profitability. She has taken brands from concept to launch to the number one position in their category, developed best practice business models, led category portfolios, and worked on global teams. Ms. Mandel is known for her strong brand and marketing expertise, including business analytics, P&L management, development of strategic marketing plans, and integrated marketing programs.

View Keynote by completing the form below.

Gain access to this free event

KN Event Topics