Thursday, November 17, 2011
Brand Building: Alive, Well and Absolutely Essential
Kathy Oneto | VP of Brand Strategy
Given the state of the economy and the measures many brands have taken to drive topline growth, it's reassuring to note that there are brands in the marketplace that are actually investing in building their brands. Luckily, it's not just about promotion and trade spending. Investing in a brand's equity is a long-term investment, one that pays dividends into the future.
In this Live Session, Kathy discusses Anthem's marketplace Sightings that show how brands are taking different actions to build equity—from the product up, leveraging assets, telling their stories and going back to their historical roots.
## About the Presenter: ##
Kathy Oneto is an experienced brand marketer with over fifteen years of marketing and general business management experience. Her previous positions include Co-Founder/Vice President of Marketing at Attune Foods and brand leadership roles at Clorox. Kathy graduated from the University of Virginia with a BS in Commerce and has an MBA from UC Berkeley’s Haas School of Business.