Brand Refresh Project: A B2B Branding Case Study

The most important asset a company has is its reputation…their brand. So it’s not surprising these days that the subject of branding bubbles to the surface and the C-suite folks are busy planning, innovating, refreshing products, and their brands. The marriage of the top and bottom line will come about when the heart of a business is focused on brand clarity, consistency and leadership… and the courtship begins with brand renovation. A planning philosophy integrated into refreshing the Arizona Technology Councils’ brand.

Steven Zylstra, President & Chief Executive Officer, Arizona Technology Council

Steven G. Zylstra was appointed the president and CEO of the Arizona Technology Council in December of 2007. In this role, Zylstra is responsible for policy, development, approval and accomplishment of business goals, objectives, and all financial matters related to the Council.

From 2000 to 2007, Zylstra served as president and CEO of both Catalyst Connection and the Pittsburgh Technology Council. He concurrently served as president and CEO of the Pennsylvania NanoMaterials Commercialization Center and the Doyle Center for Manufacturing Technology, both tech-based economic development-focused organizations. Additionally, Zylstra was president of the Pittsburgh Biomedical Development Corporation, an affiliated organization of the Pittsburgh Technology Council that invests in start-up biomedical and biotechnology companies.

Zylstra was a co-founder and member of the Governor’s Arizona Science and Technology Council, as well as a co-founder and past chairman of the Arizona Innovation Network, and also was a member of the Governor’s Arizona Partnership for the New Economy. Additionally, Zylstra has served as chairman or director of countless other tech-based organizations throughout Arizona.

John Willie, Partner – Planner, Creative Engine

John’s core equities revolve around brand, marketing, and communications planning. He has over 30 years experience, specializing in consumer brand planning and research. In addition to working with national, international mature brands, he has extensive new product development through qualitative, quantitative research, live market testing through rollout.

John has spent much of his career in the brand development planning/advertising/public relations business with such global firms as J. Walter Thomson and Y&R. He was also one of four principal owners of a branding communications firm in Chicago. John’s client planning experience includes such brands as Wilson Golf, Sears, S.C. Johnson, Kraft, Quaker, Associates Financial Corp., Mutual of Omaha, Pizza Hut (franchisee groups), Mellon Bank, Unilever (Disney/Popsicle frozen treats), R.T. French, Borden Snacks and Florsheim.

After spending most of his career in Chicago, New York and London, John and family relocated to Phoenix and Thunderbird, Graduate School of International Management as a faculty member. He created and taught Thunderbird’s capstone global branding course. In addition to his teaching, he also served as Thunderbirds’ global brand marketing director.

His academic and practitioner experience have integrated together providing unique target market perspectives, research dimensions in brand development, and integrated marketing communications planning.

John received his undergraduate degree from University of Utah and graduate studies from Northwestern University. He was a member of the University of Utah Ski team and ski instructor.

BMA Members: $20
Non-Members: $40
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Cancellation Policy: Cancellations made before 5 p.m. the Friday before an event will be refunded at the full price. No refunds will be made after this time.

Event Details

3:00 pm-5:00 pm
June 21st, 2011
ASU SkySong - Room 301
1475 N. Scottsdale Road
Scottsdale, Arizona 85257
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