Project Description

Ed Cicale

VP of Brand and Broadcast Marketing
AutoNation

Building A Branded House – The Impact of AutoNation’s Brand Extensions

During the throes of the automotive recession, AutoNation made the bold move from strong local names to a single coast-to-coast automotive retail brand.  Now AutoNation is extending that brand to additional products and services.  In his session, Ed Cicale will provide a comprehensive analysis of AutoNation’s brand journey.  Ed will review the success and lessons learned from the transition to a single brand, and explain how AutoNation is setting the stage for the future by extending the brand name well beyond automotive new vehicle franchise stores.

About Ed Cicale

Mr. Ed Cicale has over 25 years of experience in marketing and advertising.  He is currently Vice President of Brand and Broadcast Marketing at AutoNation where he is responsible for developing the Marketing Strategy and positioning for the AutoNation brand and their 370 franchises.  Mr. Cicale’s responsibilities also include managing and directing traditional advertising campaigns, media strategy, direct mail, and email customer database and point of sale communications to build brand equity, consideration, and sales.  Ed has been with AutoNation since 1997 and was instrumental in developing AutoNation’s capabilities in 3rd party partnerships, search engine marketing, and developing the AutoNation Customer Journey retention program as well as other customer communication programs.

Prior to joining AutoNation, Mr. Cicale was an advertising executive at Leo Burnett, True North Communications, and Zenith Media where he worked primarily with the Miller Brewing Company, Blockbuster Music, Hyundai, and Campbell’s.  Ed was also a Director on the Board of the Alliance for Audited Media.

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