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Every brand, regardless of their purpose and motivation, needs a point, a sharp definition of its purpose that will stick in people's minds. This workshop will take delegates through how a brand strategy can balance the values of a B Corp, with the value their customers demand.
Based on Bruce McKinnon’s award winning book, What’s Your Point? and his extensive experience in mission driven organisations, this free interactive 2 hour workshop will:
1
Introduce
the role and benefits of
brand strategy
2
Explore
how it delivers direction the brand and its customers
3
Define
the key elements that make up a brand strategy
4
Show
how brand strategy can manage values and value
5
Share
how it impacts social and environmental standards
6
Understand
how to prioritise the right key messaging
Bruce will then lead an interactive session where delegates will be able to use the proprietary Brand Arrow tool to put theory into practise and explore how a brand strategy can deliver value to their B Corp.
""Bruce is a skilled brand strategist who helped us navigate the complexity of the WFTO brand and its key messaging. ’"
Erinch Sahan, CEO, World Fair Trade Organization
"Bruce’s workshops were packed, standing room only! He is a very clear and engaging speaker and kept our delegates entertained and added great value to their conference weekend experience."
Mark Plummer, Conference Director, Business As Mission Conferences
"A fabulous session- amazing content, great workshop and brilliant engagement!! We were thrilled with how it went.”
Helen Deverill, Marketing Director, Arena Business Centres
"Bruce delivers an excellent half-day workshop on Brand Strategy. It was very well received by the MBAs! ”
Andrew Angus, Director, Full Time MBA, Cranfield School of Management
ABOUT BRUCE M MCKINNON
Bruce develops brand strategies for clients in Europe and the US as well as regularly speaking at conferences and business schools on the subject. For more information about Bruce, and to view his video series unpacking the value of brand strategy, click here.
TIMINGS
NOVEMBER 19
EUROPE
10.OOAM -12.00PM GMT
10.OOAM -12.00PM CET
DECEMBER 3
US
9.00AM - 11.00AM PST
12.00PM - 2.00PM EST
REGISTER YOUR INTEREST HERE