Activating the Brand

If you’re tasked with ensuring the brand is executed in the wider arena come and discover how the keystones of brand, behaviours and attitudes, and reputation are linked coherently.

Get practical tips and world-class examples on implementation, and driving the brand in roles beyond brand management. If your business sees future growth in leveraging brands but you need practical advice and frameworks and a base in how to extend brand thinking into areas including sales and customer service relevantly, come and see where to invest time and where to save time with brand building efforts.

Find out how to marshall the brand context clearly and persuasively so you and others can apply it. See how to convert brand values into actions. Learn how brand is more than name, logo or advertisement – it’s a measure of how the wider environment sees and experiences what the business has done. Benefit from case studies and shared experiences and unearth opportunities for strengthening your brand in the customer journey.

When the whole organisation understands and knows how to leverage the values wrapped up in your brand, it pays off. If your organisation is serious about developing its brands it needs coherence to the product and service effort, to the behaviours and attitudes of employees and to the look and feel of communication efforts. The performance and growth of the brand can be improved and a stronger brand culture developed.

You may currently work in the product or service delivery area, in marketing communications or in brand management - in an organisation putting increasing focus on brand building - but you all recognise you need to convert brand values effectively into action plans.

• Activating brands through understanding the continuum of customer engagement.
• How to approach the customer context by bringing brand values to life in simple and planned ways that are relevant, enthuse and inspire.
• The cornerstones of truth and trust in brand building.
• Ways to use brand leverage points – emotional, rational, values and personality - and how great brands find ways to connect these to product, category and cultural opportunities.
• Importance of competitive position and having a brand point of view.
• How to align customer insight with brand insight to involve and inspire…
• How brands build equity – what is it, how do you find it and how you can use this strong customer and emotional connection for profit.
• External examples of how and why brands build assets and tell stories to manage activities.
• ‘Going for excellence in execution and implementation’ - the activation focus – a framework and planning template.

Action-learning workshop broken into eight interactive sessions, each blended with experiential exercises. Engaging and commercially savvy approach that puts into practice how to create excitement and sense of pride and ownership around building and delivering the brand. A workshop founded less on abstract brand concepts and more about how to extract and apply the right things from the brand to take forward in powerful ways.