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More
events with Guy Tomlinson
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Brand Masterclass
with
Guy Tomlinson
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| Date: |
6/6/2013 - 6/7/2013
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| Time: |
All day |
| Location: |
Cookham, Berkshire, UK
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| Category: |
Education/Training |
| Summary: |
This masterclass will help delegates create and implement programmes to deliver a great customer experience that sets their organisation apart. It provides skills, processes and best practice tools to create and define brands. It shows how to ensure colleagues really understand what the brand is about and their role in delivering the brand promise. |
| Details: |
Benefits to you and your organisation
You will leave with a defined approach and set of tools to revitalise your brand and engage your colleagues. With renewed confidence, know-how, experience and 'best-practice' techniques you'll be able to gain top-team buy-in and involvement. You will also be more able to anticipate and overcome issues, potentially make significant savings for your organisation and enhance your own personal worth.
The most successful organisations are customer and brand driven. By delivering a consistent customer experience, organisations can benefit from improved competitiveness, profitability and drive shareholder or stakeholder value.
Who this course is for
The course is designed for middle and senior managers and directors who are responsible for customer and market orientation and/or strategic responsibility. They will be focused on creating and ensuring organisation-wide commitment to – communication and delivery of – the brand promise.
What you will learn
- Skills, processes and best practice tools to create and define brands and effectively engage, win support from and manage the organisation's stakeholders.
- Demonstrate a business justification to create or revitalise your brand.
- Gain senior management buy-in, and get them involved as ambassadors.
- Design a brand definition and implementation programme.
- Engage internal audiences, help them understand, be motivated and aligned to deliver a distinctive customer and brand experience.
- How to get the brand lived throughout the business.
- Improve organisational processes – from customer communications to call centre.
- Identify and apply suitable measures to monitor brand performance.
Course content
- What is a brand and the benefits of brands.
- How to create a brand strategy and how this can be applied to benefit organisations.
- How to design a brand delivery programme.
- Road-blocks to creating and implementing a brand revitalisation programme and how to overcome them.
- Road-blocks to colleague engagement and motivation and how to overcome them.
- How to measure brand performance.
- Brand clinic – to address your personal brand challenges.
Learning approach
- Highly interactive and participative.
- Variety of individual and group exercises that enable delegates to discover and learn by doing.
- All examples and exercises are based on real-life challenges.
Course dates
Runs 3 times a year; 12-13 July 2012 and 11-12 November 2012. Check the website for latest details.
Your course director
Guy Tomlinson is an expert brand strategist and marketer. His impressive CV includes brand management roles at Boots and Procter & Gamble; business planning at Reader's Digest and Group Marketing Director at Softvision. He is co-author of the highly acclaimed book, The Marketing Director's Handbook. He also has wide consulting experience gained with PricewaterhouseCoopers and two other strategic marketing consultancies. Guy has led several brand, marketing and strategy projects, and helped many world-leading brands in both B2C and B2B sectors.
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| Telephone: |
+44(0)1628 427200 |
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Website:
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Chartered Institute of Marketing/Brand masterclass
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