This workshop will review the best practices of strong brands and the tools used to understand and deliver a brand experience that your target audience enjoys. No matter the size or age of your brand, you will have an opportunity to develop a brand strategy that will build value and drive growth in today’s environment.


Where: In-person online synchronous 
Course Code: PS903
Cost: $449

We are happy to accommodate groups that would like to take this class or organizations that would like to be invoiced for the course. Email us at profstudies@lasell.edu.

What you will learn

  • Understand how the current Gen Z and Millennial generations assess and choose brands.
  • Review the elements of the proprietary Brand Admiration Model (BAM) and what it means for your brand.
  • Assess the core principles of your brand's platform – it's competitive positioning, promise, values, identity, personality, and the experience it delivers.
  • Develop a growth strategy for your brand utilizing the principles, best practices and tools covered in the workshop.

Workshop Agenda

Below is the agenda for the topics and activities that are planned for the Driving Growth Through Brand Admiration Workshop.

Segment    Topic    Assessment/Activity
9 - 9:30 AM Introductions and Overview 
9:30 - 10:15 AM Building Brand Value and Equity  Most Valuable Global Brands 
10:15 - 11 AM Why Brand Admiration?  BAM Assessment 
11 - 12 PM Building on a Strong Foundation  Brand Platform Audit 
12 - 1 PM Break for Lunch 
1 - 1:30 PM Developing a Growth Strategy for your Brand  Brand Strategy Development
1:30 - 2 PM Next Steps and Adjourn 




About the instructor

Janet Huetteman

Areas of Expertise: Branding, Customer Experience Management, Marketing Strategy, VOC Research, Integrated Marketing Communications, Change Management, Six Sigma.

Janet Huetteman is a branding and management consultant focused on helping clients establish, revitalize, and re-position their brand to manage the branded customer experience better and drive competitive growth. Janet utilizes proprietary tools, methods, and models to identify performance issues against brand expectations and build a brand platform and organizational roadmap to deliver great customer experiences. Janet has a wide range of skills to serve clients, including leadership facilitation and coaching, change management, Six Sigma quality, custom research, branding, marketing, and communications strategy development.

She has been in management consulting since 1995, helping companies such as GE, Raytheon Company, Ricoh Corporation, First Union, Fairfield County Bank, Wahlstrom Group (IPG), Sacred Heart University, Fairfield University, and various small businesses in non-profit and emerging growth markets. As a consultant to GE, Janet led the global change initiative to enhance the strategic contribution of 500+ marketing and communications professionals and drive consistent utilization of the GE brand among these ambassadors. This included the development and facilitation of global best-practice sharing and training events, e-learning and online collaboration, and authoring the MarComm Toolkit, Executive Team Toolkit, on-line Six Sigma Toolkit for Marketing, and the on-line Acquisition Integration Framework.

Before consulting, Janet held a series of marketing and communications management positions with GE. At GE Investments, she spearheaded the GE Funds' direct-to-consumer launch, built the broker/dealer network, and supported asset-management sales efforts to institutions and plan providers. At GE Supply, Janet led the brand positioning, advertising, public relations, and direct marketing efforts for 100+ retail branches. She began her career with GE Corporate in 1989 to support Jack Welch's company-wide "boundaryless" sales initiative. Before GE, Janet held management positions in advertising, publishing, and marketing research. Janet earned her MBA in Marketing at the Dolan School of Business, Fairfield University, and is a Beta Gamma Sigma International Honor Society member. She received her B.A. from Boston College in Psychology, Marketing, and Fine Arts. She is an Assistant Professor of Marketing at Lasell College and has been an adjunct Professor of Marketing at NYU SCPS Integrated Marketing Masters program, and Fairfield University, Dolan School of Business. She is a frequent guest speaker at client forums and industry organizations and is now speaking in academic forums on subjects such as online teaching effectiveness and the Brand Admiration Model (BAM) she has developed.