BRAND: NEW DAY

Take Your Brand to the Next Level

Drive your company’s brand performance and business growth

Too many brands lack focus. They are simply brand namesnot name brands. Brands need to create a distinctive brand voice, an emotional connection to capture mindshare which drives market share and customer loyalty. Many brands are perceived as simply commodities and are purchased for one thing alone: price. Countless brands are clearly copying others, falling short of creating a unique value proposition that is authentic, relevant, and flat out remarkable. Brands are one of a company’s most important financial assets - it's the engine that drives the business. In this program, engage in a one-of-a-kind collaborative idea exchange with peers determined to take their brands to the next level.   

Learn Essential Skills

  • Take a fresh look at your brandcreate innovative, bold and disruptive ideas designed to drive brand performance and enhance brand health
  • Discover how to attract, retain, and build your most valuable customer relationships
  • Learn how to amaze and delight customers by choreographing a remarkable brand experience that delivers on your brand promise
  • Unleash your brand's potential to "deliver the unexpected" to create legions of raving fans who love and respect your brand
  • Write the book you want to read

Who Should Attend

This program is geared toward business leaders driving their brand performance and business growth. Participants range from the C-level community and entrepreneurs to corporate managers responsible for creating and executing brand activation initiatives. This program is a high-level roundtable setting, limited to 20 participants.

Program Details

What You Will Learn

This immersive online thought leadership roundtable involves a strategic brand–building presentation, interactive team discussion, and a collaborative group deep–dive think tank experience.

Topics include:

  • Brand focus, positioning, and dominating product categories in today's competitive landscape
  • Building a best-selling brand, establishing leadership credentials
  • Creating a brand voice that’s authentic, relevant, and sparks an emotional connection
  • Defining what business you’re in, what you’re really selling, owning an only
  • The importance of your brand being recognized as a "want"–not a "need"
  • Levers that drive value creation, reputational capital, brand loyalty
  • Unlocking new markets and expanding/contracting brands
  • Organic growth vs. the value of strategic partnerships and brand ambassadors
  • Purpose driven brands–creating meaningful conversations and great business stories by doing good 

Faculty

370 x 32

 brand new day

This program is led by Larry Gulko, a brand architect and strategist, thought leader, CEO whisperer, media personality, and growth advisor with a track record for positioning an eclectic range of brands to compete more effectively in today’s rapidly evolving and ever-changing global business landscape.

Program Discounts

Babson alumni enjoy discounts on Babson Executive Education programs.

Discounts also are available for Babson Executive Education’s certificate enrollees, members of our Corporate Partner program, and past participants.

Please email Rachel Crane for more information on discounts.

Requirements

All Babson Executive Education programs are taught in English. To participate, we ask that you can speak, read, and write English to get the most out of our programs.

Deadlines

Registration deadline for program: September 29, 2021

Why Babson Executive Education?

Babson Executive Education works with organizations and professionals around the world to turn ideas and challenges into opportunity. Babson cultivates an entrepreneurial mindset that is the basis for many of the world’s most innovative businesses and leaders.

Our programs are about more than theory; they’re about action, and equipping you with the practical tools and strategies necessary to have an immediate impact on your organization or business.

Questions?

Contact Rachel Crane, Sr. Director Business Development or call +1-781-239-4349

What is included in the program fee?
The program fee includes your tuition and program materials. In most cases, meals during the program are included. Some programs include accommodations. Travel and personal expenses are not included (such as alcoholic beverages consumed with meals, telephone, and other incidentals).

What accommodations are available, and what if I need to arrive earlier or stay later?
Please check the webpage for the program you are attending for information regarding what accommodations are included in your program fee.

Rooms are at the Babson Executive Conference Center, where the program will take place. They are not dorms.

If you wish to arrive before the program begins or extend your stay, please email Reservations or call +1-781-239-5816 to check rates and availability. Guests are responsible for the cost of extra nights.

Check-in time: 4 p.m.

Check-out time: 11 a.m.

Amenities include complimentary Wi-Fi, fitness center, billiards, campus walking trails, dining room, lounge, and 24-hour access to a beverage break station.

What should I do if I have dietary restrictions?
We are happy to help make accommodations for all dietary needs. Our food options allow for most food restrictions. Please let your program manager know if you have specific needs, once you have registered.

What should I wear?
Business casual is appropriate for classes and activities at the Babson Executive Conference Center. As classroom temperatures can vary, we suggest layered clothing.

What is the closest airport?

Boston Logan International Airport is the closest airport to Babson College (approximately 15 miles from the center). Travel times can vary based on the time of day.

What is the best way to get to the conference center from the airport?
The best way to get to the conference center/college would be to use a Ride app, arrange for a private car/van service, or take a taxi. There are commuter rail and subway stations nearby as well, but, private transportation between stations and Babson College is required.

Car Services
Wellesley Carriage—A local Wellesley company (shared or private van/car service available)

GO Boston Shuttle—Use promotional code: Babson (shared or private van service available)

Knight’s Airport Limousine—Use Group code: BABSON (private car or private van service only, good for groups of three to 10)

Taxis
Taxis are available at each terminal of Boston Logan International Airport. The cost is approximately $60–$100 USD per trip, and it will take 30–60 minutes to travel to/from Babson depending on traffic and tolls.

Local Taxis
Veterans Taxi
+1-781-449-8294

Wellesley Transportation Service
+1-781-235-2200

MBTA Commuter Rail
The closest commuter rail stations are Wellesley Hills and Route 128/Westwood. Private transportation is needed between stations and Babson College.

MBTA Subway
The closest subway station is WOODLAND T on the Green Line. Private transportation is needed between the station and Babson College.

When is payment due and what types of payment do you accept?
For in-person programs, payment is due in full 60 days prior to the start date of the program.

If you register for a program with an early registration rate, payment is due by the early registration date. Please check the webpage for the program you are attending for the early registration date.

We accept credit card, check, or wire transfer payments.

Payment plan options are available for our in-person courses for individuals. For more details, please reach out to Rachel Crane at rcrane@babson.edu or +1-781-239-4349.

Do you offer discounts?
Discounts on Babson Executive Education courses are available for the following:

  • Alumni of Babson College (undergraduate or graduate)
  • Members of our Corporate Partner program
  • Parents of current Babson students
  • Groups of three or more registering at the same time
  • Babson Executive Education’s certificate enrollees*
  • Past participants of Babson Executive Education programs

Please email Rachel Crane at rcrane@babson.edu for more information and for discount codes before registering. In addition, please note that discounts cannot be combined.

*Excludes Founder’s Finance

What will I receive upon completion of the program?
Each program participant receives a certificate of completion. We invite participants to add the program to their LinkedIn profile. Note that a certificate will not be provided if there is insufficient evidence of participation.

Do you have translation for non-English speaking participants?
We do not offer translation in our programs. Although we do not require the TOEFL, all Babson Executive Education programs are taught in English, so it is a prerequisite that you speak, read, and write English proficiently.

What type of visa do international travelers need, and will you provide a visa invitation letter?
International travelers will need to obtain a B-1 temporary business travel visa. Once you have registered and paid in full, contact the program manager to provide you with a visa invitation letter.

What is your cancellation policy?
Registration changes must be requested in writing to Babson Executive Education. Please see the schedule below for details about refunds, cancellations, substitutions, and transfers:

  • If requested 30 days or more prior to the program start date for in-person programs:
    • Cancellations receive a 100% refund
    • Substitutions* are subject to a $250 administration fee
    • One-Time Transfer* subject to a $250 Admin­istration Fee (must be utilized within a one-year period)
  • 14–29 days prior to the program start date for in-person programs:
    • Cancellations receive 50% Refund Provided
    • Substitutions* subject to a $250 Admin­istration Fee
    • One-Time Transfers* are not allowed
  • 13 days or fewer prior to the program start date for in-person programs:
    • Cancellations do not receive a refund
    • Substitutions* are not allowed
    • One-Time Transfers* are not allowed

*Substitutions and transfers are subject to approval to ensure that participants and programs are suitable.