Leveraging Your Brand Through Acquisition

Great Companies have Great Brands. That is personified in many companies throughout Corporate America. However, a Great Brand cannot exist without a comprehensive brand strategy. The expectations consumers have for a product or service they buy is stronger than it's ever been. That is why companies interested in long-term success must create the most promising, targeted brand experience possible.

Whether you know it or not, you already have a brand, and your customers are having a brand experience when they interact with you, whether it be with your products or services or people in your organization. This brand experierence must be consistently reinforced throughout all phases of your organization and must be a compelling, attractive and memorable experience for your customers.

Join the BMA and Karen Larrimer, CMO, PNC Financial Services Group, and learn what makes great brands great. Karen will share the six "must-do" principles that all great brands share. In addition, she will provide insight on how these six core principles have been applied to some brands that we all know, including Apple, Target, IKEA, Harley Davidson and FedEx. Karen will explain what really works in building a great brand experience and outline how PNC is taking lesssons from and implementing strategies based on these leading companies.

About the Speaker – Karen Larrimer, CMO, PNC Financial Services Group

Karen L. Larrimer is chief marketing officer for The PNC Financial Services Group, responsible for leading advertising and brand management corporatewide.

Prior to being named to her current position in May 2008, Larrimer served as executive vice president for PNC’s Business Banking where she directed strategic planning, marketing and product management and development. She also served in a leadership role with Treasury Management, overseeing the connection between Treasury Management and Business Banking. In addition, she also served in a leadership capacity over the Small Business sales team, which included over 300 small business bankers across our footprint. Her contributions helped Business Banking earn the J.D. Powers and Associates top ranking for small business banking customer satisfaction (2007).