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April 11 @ 8:00 am - 10:00 am
Developing and Selling Your Brand
Effectively defining and “operationalizing” your brand among all of your organization’s stakeholders is a tall order. Knowing the unique benefits that your brand delivers and the true relevance and meaning of those benefits to your most important stakeholders is just some of the challenges you face. For start-ups on a journey of establishment, acceptance, trial generation, growth and sustainability, it represents special challenges – and opportunities. You must continually sell your brand to almost everyone you encounter. Knowing your product is one thing – communicating your brand in a meaningful, engaging and compelling way is quite another.
In this workshop, Jim Letwin will present and discuss practical ideas and approaches to defining, delivering and selling your brand.
About the Speaker:
Jim Letwin is the CEO and co-owner of Jan Kelley, a full service marketing agency specializing in the development and delivery of networked brands.
Before joining Jan Kelley Mr. Letwin spent several years in Marketing Brand Management with Ralston Purina, Warner Lambert and SC Johnson. He holds a Bachelor of Science degree (McMaster) and an MBA, and has been a well-respected instructor of Marketing and Communication within the MBA program at the DeGroote School of Business for more than 20 years. He is an active member of the Board of Governors for the Institute of Communication Agencies (ICA), a contributing author to The Franchise Voice (Canadian Franchise Association) and the Canadian Marketing Association’s B2B Council.
The agency’s major clients include Deeley Harley-Davidson Canada, Navistar Inc. (International Trucks), Petro-Canada’s Lubricants Division, Rust-Oleum Consumer Brands Canada, Roxul Inc. and Export Development Canada.