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Post - Workshop A

Tuesday 7th June 2011


BRAND DEVELOPMENT FOR 2011 AND BEYOND

Timings: 08.30-12.30

Rationale
This workshop is designed to give you the practical tools and techniques critical to establishing your brand's unique objectives and identity, creatively managing your brands sustainability and defining and connecting with your customers through digital and non-digital means to ensure your brand stands out.


Learning Objectives

  • Study the philosophy and methodology used by some of the most successful brands in the world (including micro-brands)
  • Learn how best-in-class companies around the world are applying these lessons through case studies and real world examples
  • Understand the lessons and techniques covered in the first part of the session to develop a blueprint for your own organisation

Agenda
08.30 - 09.30 Registration And Morning Refreshments
08.30 - 09.15 Clarifying your identity, purpose, place and objectives in order to establish a strong foundation for your brand in a rapidly changing world
09.15 - 10.00 Truly connecting with your customers (and your competitors' customers) using digital and non-digital means. Among the topics of discussion will be traditional marketing, customer service, product management, digital and social media, customer experience design and consumer insights management
10.00 - 10.45 Building a loyalty engine that will fuel your business for years to come
10.45 - 11.30 Protecting your brand against attacks, negative reviews, bloggers and bad PR
11.30 - 12.15 Innovate in areas where you might not realise you can
12.15 - 12.30 Question And Answer Session
12.30 Lunch And Networking Opportunity


Meet Your Workshop Leader



Roger Haywood
Chief Executive,
Issues Managers, UK

 Roger Haywood is a leading UK corporate strategist with a particular expertise in developing board policy and supporting this through public relations and marketing. He also trains and lectures in these areas as well being a media commentator and writer on
business issues of the day. He developed the business management technique of issues analysis and ran the world's first issues audits for organisations as diverse as Amnesty International, the pharmaceutical giant Aventis, the European Commission, the world's largest company General Electric, retail leader Sainsbury's and others.

He has been a board advisor, specialising in reputation strategies in both the commercial and non-profit sectors for organisations such as the Archant publishing group, British Airports Authority, Cadbury Schweppes, Compaq, Cranfield University School of Management, Electrolux, the First transport group, General Motors, ICI, Rolls Royce, Thomas Cook and Unilever.

Roger set up the specialist advisers, Issues Managers. The consultancy advises on the corporate strategy, the management of issues,
the changing of public perceptions, lobbying, reputation development, corporate communications and media management.


Click here to view Post - Workshop B