The Immutable Laws of Branding in the 21st Century
April 20 ~ 1:30 – 3:30 p.m.

There’s a myth that marketing is nothing but common sense. Nothing could be further from the truth. This power-packed session will explore the most important issues facing marketing managers today: brand names, positions, line extensions, second brands and divergence.

Common sense can easily lead you astray. Case in point: customer focus. Since virtually all companies are “customer focused,” Ries will show how this concept can lead a company in exactly the wrong direction. To be successful today, learn why you need to be “competitor focused.”

Laura Ries is president of Ries & Ries, an Atlanta-based marketing strategy firm. Together with her partner (and father) Al Ries, Laura has consulted with many Fortune 500 companies. She is co-author of four books: The 22 Immutable Laws of Branding; The 11 Immutable Laws of Internet Branding; The Fall of Advertising & the Rise of PR; and The Origin of Brands.

NOTE: The seating limit for the Senior Management Workshop has been reached and registration for the Workshop is closed. If you would like to be placed on a waiting list for the Workshop, please call Linda Schaefer at 913-491-6500. We will notify you if space becomes available. Remember, you must be registered for the conference; however, no additional fee is required for this special workshop.

Special thanks to Successful Farming for sponsoring this session.