9/17/2026 5:00:00 PM
1:00PM - 3:30PM ET Online Training

Beyond the Campaign: Flexing Your Brand’s Long-Term Muscle

Members: $140

Non-Members: $295

Members and Chartered Marketers* preferred pricing will be automatically applied. *Must be in good standing.

CPD CREDITS
Earn 1.25 CPD
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In an era of rapid digital shifts and short-term performance pressure, the ability to build and maintain a "brand muscle" is critical for gaining competitive advantage. This topic is critical for marketers because it shifts the focus from ephemeral campaigns to sustainable brand equity. By mastering the core foundations of branding, marketers can ensure their organizations remain resilient, authentic, and deeply connected to their consumers over decades rather than quarters.

This training is designed with brand marketers in mind, provides individuals and teams with branding principals, best practices, case studies, and thought provoking discussions.

Register Now, Learn Anytime 
Interested in this session but can’t attend live? No problem. All registered participants receive the full recording, slide deck, and any supporting resources—such as toolkits or frameworks—so you can engage with the material at your convenience, even if you’re unable to join us in real time. 

Group rates: CMA offers special rates for groups of 6 or more. Please reach out to learning@thecma.ca to take advantage of group rates. Note: for group rates to apply, all registrations must be completed at the same time.

  • Learn the core principles required to build a sustainable "brand muscle" that withstands market volatility.
  • Understand what is critical for a high-impact strategic brief that serves as a catalyst for creative excellence.
  • Explore the synchronization between creative execution and media strategy to drive maximum ROI.
  • Identify strategies to integrate brand values across the entire organization, ensuring the brand exists outside of traditional marketing silos.

  • Interactive Exercises: The session opens with a participatory identification exercise to ground abstract brand concepts in personal experience.
  • Discussion: Each brand principle is followed by a facilitated discussion, allowing learners to share ,challenge and question real life examples
  • Visual Examples: Use of best-in-class creative examples to illustrate the "North Stars" of lasting brand power.

  • Mid-to-Senior level Marketing Professionals
  • Marketing managers and brand managers
  • Agency account management professionals
  • Brand communications managers

Idan Driman
VP Marketing, Pet Valu

Marketing Executive specializing in leading strategic transformations of marketing programs and teams. Proven track record formulating data-driven and customer-centric strategic plans, optimizing multi-million-dollar budgets, revamping media buy mix, and leading agency roster rationalization, resulting in significant improvements in business KPIs and cost efficiencies. Unique strategic-based approach for a marketing leader, based on a career start as a management consultant. People leader, recognized for building high performance, passionate, and happy teams, achieved by optimizing team structure, recruiting, and mentoring talent.

At Pet Valu, Idan Architected and spearheaded a transformative brand strategy centered around the 'Love Lives Here' platform, resulting in a substantial increase in brand awareness and a differentiated, authentic brand perception among devoted pet lovers. Led award-winning campaigns including ‘Love Lives Here’, ‘Let's Go Outside’, ‘Memories Live Here’ and unique collaborations with Remax, Fashion Magazine, and Chatelaine.

Idan transformed the marketing team from a traditional production function into a strategic and innovative team by modernizing programs, streamlining processes, elevating existing talent, and attracting top talent. Built a performance marketing program from the ground up, currently best in class in its category.

He implemented comprehensive brand guidelines to ensure consistent branding across all 360 marketing channels, impacting customer and employee touchpoints including stores, digital properties, supply chain (distribution centers and trucks), talent acquisition, internal training programs, corporate events, and investor relations. Created an owned photography image bank to strengthen brand differentiation.

He also led a rebrand of the company's giving back initiative, 'Companions for Change,' driving record-breaking fundraising and significant media coverage. Recognized by the industry with multiple awards for marketing excellence, including CMAs, Media Innovation, RCC Retail Excellence, and Hermes Creative.

Areas of Expertise

  1. Marketing Strategy
  2. Brand Building
  3. Performance Marketing Program Transformations
  4. Developing Purpose-Driven Leaders & Teams
  5. Influencer & Social Media Marketing
  6. And more…

Sample Media & Accolades

Video

How Pet Valu made emotion its growth strategy: https://strategyonline.ca/2026/03/26/2026-strategy-magazine-pet-value-tribute

Playtime campaign: https://youtu.be/Dz6uD8PF11s?si=tA7jMvwP8X0lkywt

Cancellation or transfer of registration must be received by e-mail to learning@thecma.ca no later than ten (10) business days prior to the date of the training to receive a full refund. No refunds will be given for cancellations made less than ten (10) business days prior to the training date. If you registered for a training but are unable to attend, substitutions* are welcome any time prior to the original registration training date at no extra cost.

*Substitutions refer to the transfer of a registration from one individual to a colleague

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