View and register for all current AMA - Madison events here!

Upcoming events

    • Tuesday, October 14, 2014
    • 11:30 AM - 1:30 PM
    • Alliant Energy Center, 1919 Alliant Energy Center Way, Madison

    How to discover your brand’s timeless story and use it to make an emotional connection with your target.

    Brands that have succeeded over the long-run have a deep understanding of two things:

    1. What is their core brand story, and
    2. How to continually engage consumers in the story so that they want to tell it themselves.

    Knowing your core brand story means discovering the deeper emotional relationship consumers have with your brand, because consumers don't buy things, they buy the story about the things.

    The brand is often the prop in their own personal mythology. Engaging your consumers in the brand story means thinking about your brand more like an ongoing TV serial than a static picture. What plotlines and energy can you bring to your timeless brand story that makes it continuously relevant -- so relevant they want to share the story with others?

    In this session, Julie will share some of the secrets to gathering deep emotional insights to find your core brand story and will show you how to use these insights to energize your brand. You will walk out of the session with a deeper understanding of how brands engage consumers and practical tools to help you connect the soul of your brand with the heart of your consumer.

    Walk Away with these 3 Key Actionable Items

    1. An understanding of how to gather emotional insights from your target

    2. A framework for discovering your core brand story

    3. Ideas for how to engage your target using your brand’s story

    Meet Our Speaker: Julie Raye, Director of Brand Strategy, Brandgarten

    Julie RayeJulie has over 22 years of brand and marketing experience, ranging from Fortune 500 consumer products and services companies to non-profits. She is Director of Brand Strategy for Brandgarten, a global brand research and strategy company. She believes that discovering the right brand story is the secret weapon to building a brand that is both endearing and enduring.

    Prior to joining Brandgarten, she spent 10 years at Kimberly-Clark where she managed brands such as KOTEX® products and HUGGIES® diapers, and rose to Marketing Director in the Family Care Sector. She was Director of Marketing for the Wisconsin Historical Society for eight years, overseeing a major rebranding of this storied institution, and most recently a Brand Strategist at American Family Insurance.

    Julie has a BS in Marketing from Canisius College and an MBA in Marketing from the State University of New York at Buffalo.

    When she is not immersed in the latest brand challenge, you can find her swinging a tennis racket or golf club, or even suited up in full gear playing ice hockey.

    Brandgarten logo

Past events

Tuesday, September 09, 2014 Avoiding an Identity Crisis: Managing Brand through a Name Change
Tuesday, August 19, 2014 Kick Off Happy Hour at the Great Dane
Tuesday, June 10, 2014 Mini Roundtables, Tasty Mixer
Tuesday, May 13, 2014 Video marketing - beyond concept into production reality
Tuesday, April 08, 2014 No Excuses Marketing! Our 6th Annual Madison Marketing Conference
Thursday, March 27, 2014 AMA Spring Appreciation Social
Tuesday, March 11, 2014 The Lone Marketer - A Small Business Marketing Discussion
Tuesday, February 11, 2014 Video for Marketing: How to Approach Your Video Project
Tuesday, January 14, 2014 Brand Development: An Insider View
Saturday, January 11, 2014 Think you know good marketing when you see it?
Thursday, December 12, 2013 Joint Holiday Networking Party
Tuesday, November 12, 2013 Selling Healthcare and Science with Unconventional Wisdom
Tuesday, October 08, 2013 Building Tasty Digital Platforms
Tuesday, September 10, 2013 The Power of Community to start a Social Media movement
Tuesday, August 20, 2013 Kick off a new marketing year with your Madison AMA!
Tuesday, June 11, 2013 Mini Roundtables, Tasty Mixer
Tuesday, May 14, 2013 Create an Inbound Marketing Program That Works - A Case Study (Second Tuesday Lunch Series)
Tuesday, April 09, 2013 Overcome the Status Quo - How to Create and Deliver Marketing Campaigns That Resonate With Your Prospects and Customers (Second Tuesday Lunch Series)
Tuesday, March 19, 2013 5th Annual Marketing Conference: Mastering Marketing in the 21st Century (rescheduled)
Tuesday, February 12, 2013 Business Renewal through a Marketing Lens (Second Tuesday Lunch Series)
Tuesday, January 08, 2013 From the land of the giants: Google shares search engine marketing's best practices (Second Tuesday Lunch Series)
Thursday, December 06, 2012 Joint Holiday Networking Party
Tuesday, November 13, 2012 The Power of Purpose: Putting Mission-Driven Marketing to Work (Second Tuesday Lunch Series)
Tuesday, November 13, 2012 Is it time for a new headshot?
Tuesday, October 09, 2012 Emerging Technologies and Mobile (Second Tuesday Lunch Series)
Tuesday, September 11, 2012 ShopBop on Pinterest (Second Tuesday Lunch Series)
Wednesday, June 13, 2012 Networking Olympics - an AMA Madison Marketing Mixer
Tuesday, May 22, 2012 Professional Development Series: Networking Secrets with Joan Gillman (Members Only!)
Tuesday, May 08, 2012 Flex Your Creative Muscle: Use It or Lose It! (Second Tuesday Lunch Series)
Tuesday, April 10, 2012 Fix the Flat: Six Reasons Your Social Media Program Isn't Moving (Second Tuesday Lunch Series)
Tuesday, March 20, 2012 Professional Development Series: Perfect Your Presentation with Pat Seidel (Members Only!)
Tuesday, March 06, 2012 Madison Marketing Conference: The Players May Have Changed, But the Game is Still the Same
Tuesday, February 14, 2012 Why Marketers Should View Their Trade Shows as Non-Events (Second Tuesday Lunch Series)
Tuesday, January 24, 2012 Professional Development Series: Managing Your Career in Uncertain Economic Times with Donna Beestman (Members Only!)
Tuesday, January 10, 2012 Networking: Creating a Circle of Influence (Second Tuesday Lunch Series)
Thursday, December 08, 2011 Holiday Marketing Networking Party
Tuesday, October 11, 2011 2nd Tuesday Lunch Series: Dana Zurbuchen on Successful (and Cost Effective) Marketing During a Downturn
Tuesday, September 13, 2011 2nd Tuesday Lunch Series: Sima Dahl shares the Sway Factor for personal networking success
Wednesday, June 29, 2011 June 2011 Networking Social

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