What is the typical business profile of people who face these issues?

Managers and Senior Executives who manage or can influence the branding strategy of the company.

How will I benefit from participating in this workshop?

As a result of participating in this workshop, you will be better able to:

• Understand and define the brand equity for each brand
• Define the brand positioning
• Define the strategy for your portfolio of brands
• Define the pricing policy for each brand

What will I do in this workshop?

The workshop is highly interactive, so its content will evolve based on the requirements of its participants.  Still, a number of key areas will be covered over the 4 workshop days:

The Changing Face of Consumer Marketing and Branding 

Consumer markets have evolved and marketing needs to adapt to these changes.  The old fashioned ways don’t cut it anymore and brands need to explore new ways of:

• Segmentation
• Media selection
• Creative planning
• Accountability
• Positioning

That is why we will explore each of these domains as well as remarkable practices from around the world.  Through conversation with your peers we will also identify how they can be applied to your business and the role you can play in this.

Media Neutral Brand/Communication Plan 

With consumer attention fragmented over a wide variety of media, a more media-neutral approach is required which is driven by business objectives and consumer insight, rather than habit and industry orthodoxy.  In this context you will:

• Look beyond the traditional marketing communication to address all touchpoints for your brand (e.g. digital, retail, customer service, product experience, word-of-mouth, etcetera…)
• Investigate ways to allocate your budgets where they generate most money for the brand
• Explore hard measures to assess the ROI of your brand initiatives at every stage of the brand/purchase funnel
• Look at ways to validate whether your business is capable to deliver what you/your agency communicate (and come up with remedies if needed)

The Value of Reputation Management 

Finally, extensive attention will be given to the role of a brand as sign of trust to the consumer. With it, implicit and explicit promises are made against which the company needs to deliver.  Not doing so, weakens the business.  In this context, we will focus on:

• The nature of trust in business and branding
• The Net Promoter Score™ as a measure for the reputation of a business
• Online reputation management