Event Details

June 30, 2015, 7:30-9:30 a.m.

7:30-8 a.m. Breakfast and registration

8-9:30 a.m. Presentation from Ivey Professor Niraj Dawar and Gaurav Singh, EMBA ’14, Managing Director, Strategy and Planning, Tangerine Bank (formerly ING DIRECT Canada)

Location: Ivey's Tangerine Leadership Centre (formerly ING DIRECT Leadership Centre), King & York St., Toronto

Unfortunately, we can no longer accept registrations. This event is sold out.

About the Event

Every business should be looking for an edge over the competition. A critical tool for this is understanding how consumers perceive your brand. While traditional mapping tools have helped companies determine their basic brand positioning, they typically failed to link market position with performance outcomes such as pricing and sales. Ivey Professor Niraj Dawar and PhD student Charan Bagga have created a powerful new brand mapping concept that can help companies determine how much they stand out from the pack and deliver what customers want from their product or service category. Where a brand stands on the map in terms of distinctiveness and centrality in its category can have major implications on sales, pricing, risk, and profitability. Learn how you can use this tool to elevate your brand’s position, predict marketplace performance, and develop a successful marketing strategy.

Dawar will be joined by Gaurav Singh, EMBA ’14, Managing Director, Strategy and Planning at Tangerine Bank (formerly ING DIRECT Canada). Singh will discuss how this new tool helps map the Canadian banking sector. 

Topics You Will Explore

• Strategic insights to be gained from mapping market spaces: what your relative competitive position means for your brand and your strategy
• Why mapping your brand’s distinctiveness and centrality in its category are important factors for success
• Case studies from the banking sector, automotive, and brewing industries illustrating brand strategy in action
• How to convert knowledge about your brand and where it lies on the map into a powerful marketing strategy

About the Speakers

Niraj Dawar is a Professor in Marketing at Ivey Business School (Canada and Hong Kong) and a renowned marketing strategy expert who has also been on the faculty of leading business schools in Europe and Asia. Dawar’s book TILT: Shifting Your Strategy from Products to Customers received critical acclaim and business book of the year accolades from several publications including Forbes and Fortune. He also works with senior leadership in global companies and has executed assignments with senior management teams at BMW, HSBC, Microsoft, Cadbury, L’Oreal, and McCain on three continents, as well as with startups in the biotech and information space. His work has been published in Harvard Business Review, MIT Sloan Management Review, and in the leading marketing and consumer psychology academic journals. His press articles and commentary have appeared in the Financial Times, the International Herald Tribune, and The Globe and Mail.

Gaurav Singh is the Managing Director of Strategy and Planning at Tangerine Bank. He is a member of the organization’s Executive Team and accountable for Brand Management and Marketing Communications with the mandate to help acquire new customers to the franchise, deepen existing Client relationships, and establish the Tangerine brand in Canada. Singh has served in a variety of leadership capacities, including Marketing, Strategy and Sales. He has an Economics degree from the University of Toronto and an MBA from the Ivey Business School at Western University.