With the concept of “branding” so often conflated with advertising, marketing and design, it’s no wonder that so many organizations’ efforts to define themselves fail. Effective brands cut through the noise in an overcrowded marketplace because they are clear about who they are—and why that matters.
The Communicators Club is clearly pleased to present Boston-based branding expert Mark Gallagher for a virtual event set for noon to 1:15 p.m. on Tuesday, April 6.
The co-founder of Blackcoffee, Mark is well-qualified to address the essence of successful branding. In addition to a look at its origins and function, registrants will learn “how branding works to make more compelling arguments and tell more engaging stories through positioning principles,” he says.
Working exclusively with brands in transition, Mark defines “brand” as the experience that lives at the point where promise meets expectation, and “branding” as the art and science of expectation management.
Understanding branding’s larger scope and influence ensures your marketing communications are building long-term value as a company, freelancer or organization; and maintaining the attention of investors, donors, customers and benefactors.
Our April 6 attendees will enjoy an experienced practitioner’s guide to how that all comes together—and how it can be tailored to your specific situation. As always, our speaker will field questions in a post-presentation session.
A $10 fee will be charged for the Zoom-based event. A link and passcode to the presentation will be included in registrants’ confirmation email.
Mark is both a co-founder and partner at Blackcoffee, an agency that works exclusively with brands in transition. He works at the intersection of Brand Strategy (how a brand is defined) and Brand Identity (how a brand is articulated). High-powered firms he’s worked with include Acura, Converse, Fox Sports, Showtime Networks and Timberland.
Mark is a frequent lecturer at area colleges such as MIT, Babson College and Tufts University. He also speaks at New York City venues such as the Parsons School of Design and Pratt Institute, and the Miami Ad School. He also has served as a subject-matter expert on branding to publications, including The Boston Globe and The Financial Times.
If you’ve struggled to elevate your brand beyond the usual marketing spiel, let Mark’s wisdom work for you—the real you.