All participants will receive a free copy of the recently published book, Building Brand Experience: A Practical Guide to Retaining Brand Relevance.
Align your brand, product, and experiential thinking in the context of your organisation's overarching strategy
Address Key Issues
Stay relevant by competing through engaging brand experiences
Gain A Full Understanding
Capitalise on the Expert trainers 20+ years global brand strategy experience which span a variety of industries and geographies
Key Takeaways
Create meaningful, distinctive brand experiences to ensure long-term relevance and profitability
Stay relevant by competing through engaging brand experiences
Finance brands frequently have aggressive domestic and international growth plans but frequently operate in markets that are maturing. This puts existing revenue streams under growing pressure. Growth derived from brand-driven innovation is frequently identified as a route to realising strategic aspirations finance brands have. This highly interactive programme will help key participants utilise a consolidated framework that aligns their brand, product, and experiential thinking in the context of the overarching strategy. This intensely practical management tool is the Brand-Driven Growth Blueprint.
Throughout the workshop best practice case studies will be used to illustrate how the ideas being introduced work in action. They will also be used to guide and structure group-based discussion. Case examples include Vodafone, Google, HiKPN, Orange (UK / Group), WeChat, Line, AT&T, TrueMove, Optus Koodo, Digi, Swisscom, Apple, T-Mobile, Virgin Mobile, 02, Three, TIM and Siemens.
IN THE CONTEXT OF FINANCE, IN JUST 3 DAYS YOU WILL:
- Nurture a consistent brand, product, experiences and strategy mindset
- Dovetail brand-driven thinking with your organisation’s overarching strategy
- Structure and scale their approach to brand-driven growth
- Stay relevant by competing through engaging brand experiences
- Develop the support unit teams’ brand-driven growth capability
- Apply advanced statistical techniques that reduce brand risk
- Incorporate existing, and identify new, KPIs
- Apply the Brand-Driven Growth Blueprint
- Use templates that support the Brand-Driven Growth Blueprint
- Obtain objective and actionable feedback on your brand
- Enjoy concentrated time away from work to focus on strategic brand issues
MEET YOUR TRAINER
Our Expert Trainer has over 20 years of brand marketing experience spanning Europe, the Middle East, South East Asia, and Japan. He specialises in helping brands retain relevance through the brand experiences they build. Johnson & Johnson, BUPA, Dubai Properties, Maybank, Orange, Saudi Telecom Company, Al Rawabi, Ooredoo, and PepsiCo are amongst the brands he has helped.
Departments that will benefit:
- Branding
- Marketing
- Brand Experience
- Customer Experience
- Strategy
- Sales
- Business Development
- Corporate Communications
Who will attend:
- Chief Marketing Officer
- Marketing Director
- Head of Department
- Senior Management
- Executive
- Senior Executive
- Executive Vice President
- Vice President
COURSE AGENDA
Day 1: Context, customers & brands as assets that drive growth ⇓
- Brand Driven Growth in finance
- Developing a brand experience leadership capability as a finance brand
- Customer profiling
- Assessing your finance brand
- Understanding the importance of being a brand vs. product-driven
- Brand values: the importance of aligning brand values with customers to increase brand relevance
- Brand essence
Day 2: Brand-driven growth through brand experiences ⇓
- Brand personality: humanising your brand so that it is emotionally relevant to its target customers
- Brand positioning
- Exploring branded products in finance
- Clarifying your value proposition for each financial product
- Building brand experiences in finance
Day 3: Optimising your brand experiences for growth ⇓
- Design thinking, service design, and customer journey mapping in finance
- An introduction to customer journey mapping
- Using customer journey maps to deliver consistent and scalable brand experiences
- Using the Brand-Driven Blueprint in finance
- Wrap up, reflection and next steps – Evaluation/refinement of Brand-Driven Blueprint
For further information please call: +44 (0)1372 308547
or click on the brochure tab below
“The course really focuses you to look at the core of your brand and get a greater understanding of how the brand is perceived. Also, it was very beneficial from a product launching perspective as we learned various methods for determining how to ensure a new product has the best possible chance of being a success. Excellent learning experience.”
- Customer Business Manager at Lucozade Ribena Suntory - Ireland
“The three days spent on this course proved to be quite a paradigm shift. This product-centric training reminded us all that a "product" is more than just a physical entity. Our knowledge of basic terms such as "value", "brand" and "market segment" were challenged in new and interesting ways. This has changed the way our business looks at not only our products but more importantly our customers and the experiences our products enable us to deliver in the marketplace. The exercises were engaging and the activities delivered fresh ideas in a rapid fashion. My favourite part would definitely be the case studies and examples. These made the concepts that were introduced more relevant and practical.”
- Vice President, After Sales at The National Commercial Bank – Alahli NCB
"The Trainer's enthusiasm allows him to be noted and a joy to listen to. The way he delivered the module and interacted with the participants are his great assets in being a great teacher and mentor also. He’s also been willing to help me and my partner in brainstorming our organisation's brand transformation launching ideas. Overall, it has been a great learning experience.”
- AVP, Business Finance Digital Banking - DBS Indonesia
