Your Public Relations and Communications Community


How to Make Your Brand Relevant

Connect Relevance to Growth and Performance


Availability
On-Demand, available until Dec. 31, 2016
Recorded June 13, 2013
Full Price: $200
Members: Free!

Categories: Branding, Executive Level, Communication Strategy

Why do some people love one brand more than another when both stores sell the same stuff? Why do some products seduce so many of us? It’s relevance. Learn how to develop a brand strategy that is relevant and appeals more strongly to your market.

  • Discover the connections between relevance, growth and performance.
  • Learn how to develop your most potent relevance indicators.
  • Implement a brand strategy that speaks to your market, whether customers are value-driven, need-driven or both.
  • Determine how to use relevance to take on larger organizations.

Presenter

Andrea Coville, CEO, Brodeur Partners

Photo of Andrea Coville Andrea Coville is CEO of Brodeur Partners, a global public relations agency headquartered in Boston. She has managed the firm since 1999 and led the agency’s emergence as a technology leader. A hands-on executive, Coville has guided communications strategies for corporations and brands such as FM Global, Corning, Phillips, Toshiba, Mastercard, IBM, Fidelity Investments and the American Cancer Society. She conceived Brodeur’s strategic planning platform of relevance and has led the agency’s transformation into an integrated communications firm built around behavioral change, digital strategy, and creative insight. As such, the firm regularly conducts original research into consumer attitudes and behavior, with recent focuses on wellness programs, exercise, diet, wearable devices, money, investing, hotel brands, and retailers. Coville has a strong interest in women’s leadership issues and has presented at Harvard’s Kennedy School and the Wharton School of Management on this subject. Coville graduated from the University of New Hampshire with a degree in journalism.

Participants earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.

 


 
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