Half-Day Workshops
THURSDAY 27 MARCH 2008
9.00 AM - 12.30 PM
Cut Through Creative
Peter Hubbard,
Creative Director, AFA
[Registration at 8:30 AM]
We all want faster, cheaper, and more targeted advertising that engages customers and has them coming back for more. The simple six cut through creative processes that get your customers to successfully participate in your product or service quickly, cost effectively and frequently, are a must for every brand. They include:
- Positioning: Getting inside the customers head to find out how your brand is positioned in your consumers’ mind, and then how to use the information.
- Brand: Creating a brand, making it distinctive and justifying its brand profit at the expense of others?
- Brand Values: Build Brand values, discover what are they and how you use them to the brands advantage.
- Brand Leverage: How successful brands leverage their values into other products, why is this an advantages, and where can it take you.
- Customer Attitudes: Uncover existing customer attitudes and beliefs and use this existing willingness to participate to create cost efficient marketing methods.
- Brand Communications: Examine how the top 10 big brands successfully communicate and how your brand can too.
Presented by Dr Peter Hubbard Cut Through Creative will ensure your brand is strong, delivers the right messages and receives the desired responses from your customers. Peter will be taking a hands-on and interactive approach to his workshop with the aid of case studies and self brand evolution opportunities.
12.30 PM - 1.30 PM LUNCH
1.30 PM - 5.00 PM
A Brand is more than a Product
Zeynep Roberts,
Creative Director, Nine Dots Marketing
[Registration at 1.00 PM]
Strong brand equity occurs when consumers have a high level of awareness and familiarity with the brand and they have strong, favourable and unique association with the brand image. Therefore, brand equity is driven by consumers’ knowledge of the brand and the relationship they have with it. Strong BRAND growth is linked to understanding consumer needs and insights and having the capabilities in your organisation to respond quickly to the changing consumer trends by providing superior benefits in relation to the competition.
Strong brand equity brings the organisation real value opportunities such as:
- decreased vulnerability to competitive marketing strategies
- greater consumer loyalty to the brand
- opportunities to utilise brand extension strategies
- increased perceptions of the products performance
A lack of BRAND equity reduces brand to commodity status.
This half day workshop will look at how you can build equity around your brand offer, and incorporate consumer insights to understanding the essence of the brand. It is designed to maximise learning and involvement through various learning activities including presentation, case study, discussion, and group work. The four key pillars of building strong brand equity will also be discussed and analysed, including; brand performance; brand identity; brand imagery and brand responses by consumers. You will also receive a comprehensive set of presentation notes and models.
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