Get below the surface to build an effective brand with expert, Larry Ackerman.
This discussion is extremely relevant for any organization that is striving for not only distinction but also a competitive edge.
— — Mark Ligas, PhD, interim dean of the Dolan School
The Dolan School of Business will kick off its fall event schedule on September 14 from 7:30 to 9 a.m. with brand identity expert, Larry Ackerman. During his talk, Ackerman will explore how to build a brand that is distinctive, authentic, and sustainable. His presentation will be followed by a faculty panel discussion led by Mark Ligas, PhD, interim dean of the Dolan School and John Neal, visiting assistant professor of marketing.
"When we speak about branding, most assume that we are talking exclusively about products and services," said Dr. Ligas . "Larry Ackerman will expand upon the influence of branding, to highlight its impact on the entire organization. In highly competitive markets, having a brand that signals both the uniqueness and strategic competencies of one’s firm is a prerequisite for success. This discussion is extremely relevant for any organization that is striving for not only distinction but also a competitive edge."
Mr. Ackerman’s lecture will explore topics including:
- The five interdependent elements of successful brand-building and how to approach them
- How to develop a powerful brand promise
- How to make the quantitative link between identity strength, employee engagement, and performance
- How a brand constitutes a leadership platform by focusing on value creation
Ackerman is the founder and president of The Identity Circle LLC, a consulting and coaching firm based in Westport, CT. He is a leading authority on organizational and personal identity and its impact on brand, leadership, and culture. Ackerman’s clients have included AARP, Fidelity Investments, Lockheed Martin, Maytag, National Geographic, and State Farm Insurance, among others.
The Business Breakfast series at the Dolan School of Business is an interactive seminar for managers and area professionals, held at the Dolan School Dining Room. Free and open to the public, professionals are required to register for the event.
For questions please contact the Dolan School of Business at (203) 254–4307 or dolancommunication@fairfield.edu .
