How to Walk the Talk: Taking Your Brand Beyond the Logo.
Branding is quite the buzzword these days. How are you managing your brand? Join the Florida Public Relations Association as Dr. Chris Wright-Isak tackles the many facets of branding in today’s fluctuating marketing climates. Her presentation will include what brand managment entails, and how it’s changing with regards to emerging media and ways a brand is most significantly impacted. In short, what is a brand and how do you protect it?
Chris Wright-Isak was educated at the University of Chicago, where she received her Ph.D. in Sociology in 1985. In 1986 BBDO Advertising brought Chris to New York where she helped re-position the GE Corporate brand and developed the positioning strategy for the launch of the Lever 2000 brand.
In 1990 Young & Rubicam NY engaged her to be their corporate reputation specialist and the team leader for demonstrating advertising effectiveness. During that time she also served as the NY American Marketing Association’s national Advertising Effectiveness Competition Chief Judge for five years.
In 1999, the Advertising Research Foundation awarded Chris their highest award, the Gold Ogilvy Medallion, for research excellence in the positioning of the Colgate Total toothpaste brand. Total became the #1 oral care brand after 30 years of Crest market leadership. That year Chris also began her marketing consulting practice.
Florida Gulf Coast University brought Chris to the Lutgert College of Business as Assistant Professor of Marketing in the Fall of 2004. This offered her the opportunity to teach real world lessons to new generations of young Americans, and to resume her publishing activities. She continues to consult on marketing problems. In 2006-07 Hanesbrands® commissioned Chris to help them reposition the Champion athletic wear brand. In 2008 The Champion brand was the only athletic apparel brand to gain market share in a down turning economic environment. Hanesbrands encouraged Chris to share the lessons learned with her marketing and integrated brand promotions classes at FGCU.