October 20, 2005 09:30 ET

American Marketing Association: Aligning Corporate Culture to Deliver Your Brand

TORONTO, ONTARIO--(CCNMatthews - Oct. 20, 2005) - You've worked hard to build an amazing, differentiated brand positioning brimming with client insight, a brand that will no doubt be the fascinating subject of numerous conference presentations but then, the results don't come in.

It's a common mistake: marketers expend time, money and energy to sculpt amazing brand strategies, do the big unveiling for clients and employees and then, well, nothing changes and people still do the same old thing and customer haven't become more loyal.

Building a powerful brand is more than marketing; it's about bringing your corporate culture in alignment with your brand vision.

As you know, successful brands aren't about empty promises. What they say is what they do, and then some. So the challenge for marketers is more than communications; it's about affecting behaviour change - inside and out - not to mention the bottom line.

A Harvard study revealed the importance of actively managing corporate culture, showing firms that did so increased revenue 682 per cent versus 166 per cent for those who did not, net income by 756% vs. 1% and stock price by 901% vs. 74% for those who did not. Those are numbers that resonate in the marketing boardroom, not to mention the executive suites.

But changing corporate culture is a lot harder than you think.

Curious? Come hear how leading thinkers are transforming their corporate cultures during an AMA power breakfast on October 27.


Barb Budarick, VP Brand Strategy and Development, BMO Financial Group

Alastair McCluskey, Sr. Director Brand Research & Internal Communications, Bell Canada

Brenda McWilliams, Managing Director of Marketing, FedEx Canada

Nancie Evans PhD, Partner, Strategic Business Alignment (SBA)

Moderator, Nancy Helstab, Managing Director, BrandEdge.

Media are invited to attend the event free of charge with a maximum of two
individuals per publication. For more information on this event, or to arrange
interviews with panelists, please contact Nancy Helstab, 416 789-2488


Date: Thursday October 27, 2005
Time: 7:30 am to 10 a.m.
(breakfast is served, session begins promptly at 8 a.m.)

Location: Verity, 111d Queen Street East, The Toronto Room
Toronto, Canada
(between Church and Jarvis streets)

Price (incl. GST): Non-members: $75.00.
AMA Members: $45.00.
Students: $26.75. Student members: $16.05

Registration: Tel: 647.393.9649
Fax: 416.962.9149
Requests must be received by Wednesday,
October 26th.
Bookings are firm unless cancelled five business
days before the event


AMA Toronto is a leading professional association that promotes marketing
leadership and provides ongoing career development, networking and
knowledge-sharing opportunities through its Toronto chapter. Its activities
centre on monthly roundtable seminars that support an entrepreneurial spirit
and encourage passionate debate on emerging trends, evolving practices, and new

The AMA (Toronto) has been an affiliate of the American Marketing Association
since 1946. The AMA is a leading international non-profit association of
marketing professionals, and has over 38,000 members worldwide.

Contact Information

  • American Marketing Association
    Nancy Helstab
    (416) 789-2488