Inforum Event

The ABC’s of Brand Building with KitchenAid’s Cynthia Soledad

Thursday, October 4, 2012 - 5:00pm - 7:30pm
Western Michigan University
Grand Rapids Campus
200 Ionia
Grand Rapids, MI
See map: Google Maps
Cynthia Soledad, senior director of KitchenAid brand and marketing shared services for Whirlpool Corp., will explore great brand building using examples and interaction with the audience to bring the lesson home.
 
When it comes to KitchenAid, how does a classic American brand nearly a century old maintain its reputation for tradition while also being known for innovation? According to Soledad, there are three steps – the ABC’s of great brand building: Audience – the brand’s target consumer; Brand Promise – what the brand represents to your consumers; and Characteristics – demonstrating the brand through words and actions.
 
Cynthia will explore these simple rules for building a business brand and how they apply to an individual’s personal brand.
 
About Cynthia Soledad
Soledad’s responsibilities include leading brand strategy and communications development for KitchenAid.  In addition, Cynthia acts as co-lead to the Whirlpool Women’s Network, which develops programs to recruit and advance women at Whirlpool.
 
She joined Whirlpool Corporation in 2010 after more than eight years in marketing at Procter & Gamble.  At P&G Cynthia held brand roles of increasing responsibility in the Feminine Care business unit.  When she joined Whirlpool, her life went full-circle. Cynthia grew up in St. Joseph, MI, the daughter of a career Whirlpool employee.  Cynthia holds an MBA from the Darden School of Business at the University of Virginia and a BA in Anthropology from the University of Chicago.
 
Moderator: Suzanne Geha
Suzanne Geha is a veteran broadcast journalist and trailblazer. She was the first woman to anchor a primetime newscast in West Michigan. Geha dedicated 30 years to news reporting and storytelling in Grand Rapids, Kalamazoo and the West Michigan region. While working in Detroit and Grand Rapids TV, she was honored with Emmy awards, and other broadcast, community, and alumni awards.   
 
Event Details
Date: Oct. 4
Time: 5 - 7:30 p.m.
Location: Western Michigan University, Grand Rapids Campus, 200 Ionia, Grand Rapids 
Cost: Inforum members $45; non-members $60; table of eight, $450; corporate investor gratis tickets may be used. 
 
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