Tuesday 2-Mar-10 7:30 AM to 9:00 AM CST

Speaker: Mitch McCasland, Insights and Strategy Consultant
Brand Inquiry

AMS Pictures
16986 N. Dallas Parkway
Dallas TX 75248 USA
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Details for "Market Research SIG - Insights Made Easy: Connecting with Your Customer"

THIS EVENT WAS RESCHEDULED FROM FEBRUARY 12 DUE TO WEATHER - SEATS STILL AVAILABLE!

Powerful brands don’t just happen. Brands are valuable assets that are strategically planned and managed. And the true power of brands comes from the relationship that they establish with their customers and consumers. But first, companies must know which factors drive the value of their brand and how to translate those into products, services and communication in a relevant and compelling manner. This presentation will feature the principles, techniques and real world examples of how this approach benefits industry leaders and upstart companies alike.

Event Takeaways:

• Recognize the vital role of customer and consumer insights in making brands, products and services relevant

• Understand the power of brands and the importance of making your brand stand out using research

• Learn techniques that can be successfully used to gain insights about customers/consumers

Who should attend?

Marketers who need to know more about how to make their products or services stand out among others.

Speaker Mitch McCasland

Mitch McCasland is a nationally-recognized expert on using consumer insights as a basis for brand strategy and product development. Throughout his 20-year career, he has developed strategies and products for such respected companies as Simon Properties, Anheuser-Busch, Samsung, Procter & Gamble, Eli Lilly, Cadbury Schweppes, Frito-Lay and fashion icons Diane von Furstenberg and Betsey Johnson.

Mitch is a writer on brand strategy topics, with articles published by Inc. Magazine, Ad Map, MarketingProfs and Young Consumers Magazine. He has served as a corporate spokesperson on ABC television's “The View,” Conde Nast’s “Trend Watch Television," Advertising Age, B-to-B Magazine, Dallas Business Journal, Atlanta-Journal Constitution, WWD, Nation’s Restaurant News, Picture Business Magazine and Prepared Foods magazines.

Mitch is a consultant to Frito-Lay in the Innovation Department. We works with marketers and scientists to design future products for Tostitos, Doritos, Cheetos, Lay’s and the company’s portfolio of dips. Formerly, he served as director of consumer insights and brand strategy at Moroch Partners where he oversaw brand strategy and consumer insights for the agency’s portfolio of clients including McDonald's, Mrs. Baird's, Tia Rosa and Dallas Area Rapid Transit. His work for McDonald’s included the design and launch of McCafe, Cinnamon Melts and Southern Style Chicken.

He is an instructor in the Business Leadership Center at Southern Methodist University’s Cox School of Business’ MBA program. He is a nine-time recipient of the Center’s Teaching Excellence Award for his seminars on brand concepts and strategies.