News & Publications

Johnson Senior Lecturer Brings Brand Positioning Expertise to Franchise Companies

02/06/2012

Warren Ellish will deliver “the three critical steps” of brand positioning at International Franchise Association annual convention


Warren Ellish will deliver “the three critical steps” of brand positioning at International Franchise Association annual convention

Johnson visiting senior lecturer of Marketing, Warren Ellish, President and CEO of the Ellish Marketing Group, on February 13 will deliver a 90-minute session on brand positioning at the annual convention of the International Franchise Association (IFA) in Orlando, Florida. The IFA is the world’s oldest and largest organization representing franchising worldwide. Its mission is to protect, enhance and promote franchising through government relations, public relations and educational programs.

Ellish, ’77 , MBA ’78, is a senior marketing executive, with more than 30 years of client and consulting experience. He is an expert on brand positioning, and shares his wealth of ideas in his IFA talk, titled "Three Critical Steps to Positioning Your Franchise into a World-Class Brand." In his presentation, Ellish offers franchising executives a quick and easy test to see if their brands are strategically positioned and communicating their messages clearly; the key elements of a positioning statement; statement template to capture a brand’s positioning and a dozen case studies.

Ellish brings his experience to the MBA classroom at Johnson, teaching in the Strategic Marketing Immersion program and product management class. He founded and hosts the Marketing Executive One-on-One Coaching Program, now in its fifth year. At this annual event, top-level marketing executives spend two days at Johnson, meeting with and coaching MBA students preparing for careers in marketing.

  Comments