- How to Tell Your Brand's Story Effectively

When: Tue February 19, 2013 6:00 pm


Location: Campus, 500 Harrison Ave, Boston, MA 02118


How to Tell Your Brand's Story Effectively

Instructor: Mike Troiano

While selling a startup takes some talent, the truth is there's more science under the surface of the art than most entrepreneurs realize.

What You'll Learn:

  • The structure and secrets of effective startup positioning. 
  • How to tell your story in a way that attracts employees, investors and customers.
  • How to keep your team on the same page, even as you uncover and adapt to the external truth.
  • Introduction to brand positioning framework
  • Hands-on workshop - develop your positioning statement 
  • Group exercise - team up in groups to share your statements and refine
  • Class exercise - present brand positioning to the class for critique

About the Instructor

Mike Troiano is Chief Marketing Officer of Actifio, a data management company. Prior to joining Actifio, he served as a Principal of Holland-Mark, a Boston-based strategic marketing firm. He spent his early career at top advertising agencies including McCann-Erickson and Foote, Cone & Belding, and became the founding CEO of Ogilvy & Mather Interactive in 1995. Mike co-founded New York-based strategic Internet services firm Brandscape in 1996, and merged it with NASDAQ-listed systems integrator Primix Solutions, where he became president. After the sale of Primix in 2002 he joined venture-funded mobile content pioneer m-Qube, serving as a member of the executive team until the company was bought by VeriSign (Nasdaq: VRSN) in one of the largest Boston-based venture capital exits of 2006. Mike is a frequent contributing writer on branding, startups, and social marketing, and is ranked in the top 1% of the most influential people on Twitter. He is a TechStars Boston mentor, and serves on the advisory boards of several technology startups including BostInno and Kibits, and is a graduate of Cornell University and the Harvard Business School.