• 15 Oct 2015
  • 5:30 PM - 8:00 PM
  • Théâtre français de Toronto, 21 College Street, Suite 610, Toronto ON M5G 2B3
  • 3


  • $65 plus HST for a total of $73.45
  • $35 plus HST for a total of $39.55

Registration is closed


Niraj Dawar
Author of the Strategy + Business
Marketing Book of the Year

Thursday, October 15, 2015
5:30 - 8:00 PM



Get intimate with a best-selling author and professor celebrated in the Harvard Business Review, our very own Dr. Dawar from the Ivey School of Business.

How central is your company’s product to its category?

How distinctive are you in your customer’s mind?

Can you still command pricing power if you are not a premium brand?

Don’t let Professor Dawar leave the room before he has handled your case, your questions and your needs. In fact we are booking him and several of your executive peers with refreshments for 2 1/2 hours, including a long Q&A in an intimate, fun and interactive setting...just think what can come out of it!


Niraj Dawar

Professor at the Ivey Business School, Niraj Dawar is a renowned marketing strategy expert who has also been on the faculty of leading business schools in Europe and Asia.

He works with senior leadership in global companies and has executed assignments for BMW, HSBC, Microsoft, Cadbury, L’Oreal, and McCain on three continents, as well as with start-ups in the biotech and information space.

His publications have appeared in the Harvard Business Review, the M.I.T. Sloan Management Review and in the leading academic journals. His press commentary has appeared in the Financial Times, the International Herald TribuneHarvard Business Review, and the Globe and Mail.

Niraj Dawar's latest book, TILT, was named Marketing Book of the Year by Strategy+Business, and selected among the top books of 2014 by and Fortune.

He has just been shortlisted for the Thinkers50 award for Distinguished Achievement in Strategy.

He presented the book Tilt before a sold out audience at SLF last year with rave reviews, and is back by popular demand.


Brands capture mindspace. Which mindspace they capture is a function of strategy and positioning decisions.  How they are perceived in a category, relative to competitors, can determine their success or failure.

Traditionally, marketers have used perceptual mapping as a tool to locate brands and competitors. But perceptual maps are fraught with inaccuracy and based on hunch. Niraj Dawar and Charan Bagga have developed a new tool, Centrality-Distinctiveness Maps, that overcome many of the shortcomings of perceptual maps and offer a new and useful positioning tool for the development and deployment of brand strategy.

In this session, Niraj Dawar will describe uses of Centrality-Distinctiveness maps, share maps from the automobile and beer markets in the U.S., the banking market in Canada, and even share some recent maps of the field of republican candidates in the 2016 United States presidential election!


5:30-6:00 Welcome, networking

6:00-6:45 Presentation

6:45-7:30 Q&A, discussion

7:30-8:00 Networking



Date: Thursday, October 15, 2015

Time: 5:30 - 8:00 PM

Place: Théâtre français de Toronto

21 College Street, suite 610

Toronto, Ontario M5G 2B3


Tickets: Members $35 + HST

Non-members $65 + HST

Spread the word to your networks!

Need help? Call (416) 628-8262 

Or email us!


Wednesday, April 22, 3:30 PM: Failure Shouldn't Suck So Much (Learning from successful failures in change) with Richard Batchelor

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