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Brand-Centric Digital Activation

When it comes to digital marketing, investment dollars are often sub-optimized or altogether wasted because online tactics are not being effectively aligned to brand strategy. All too often short-term, transaction-driving objectives supersede long-term brand-building ambitions. Worse yet, marketers tend to resort to so-called digital best practices and copycat behavior—creating the same type of generic content, sending bland and undifferentiated email blasts, and tweeting at certain times of day because that’s what their competitors do—all with little consideration as to how it impacts their valuable brand assets.

In this webinar, Mitch will discuss how to ensure your digital marketing is inextricably linked to brand strategy. Going beyond clicks, shares, and CTAs, this webinar will demonstrate how digital activation can become a source of competitive advantage by reinforcing and strengthening long-term brand equity. Specifically, it will highlight how four key components of digital activation—website design, content marketing, social media, and email marketing—need to be reconsidered within an eye toward ensuring they remain true to the brands they serve and support

Mitch Duckler is managing partner of FullSurge, a brand and marketing strategy consultancy based in Chicago, Illinois. He has 30 years of brand management and consulting experience, including Unilever, The Coca-Cola Company, and Prophet. His client base includes Fortune 500 companies and numerous world-class brands, such as ExxonMobil, Deloitte, Blue Cross and Blue Shield, ManpowerGroup, and Hyatt Hotels. Mitch is the Amazon best-selling author of The Indispensable Brand…Move from Invisible to Invaluable. He is also a faculty member of the Association of National Advertisers (ANA) Marketing Training & Development Center, and a frequent speaker at conferences, seminars and corporate events.


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