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Every brand needs a point, a sharp definition of its purpose that will stick in people's minds.
It stands to reason that a brand aligned behind a shared point will have a better chance of success than one that isn't. However, this means making a choice about what that one point is, and that can be fiendishly hard to do. A Brand Strategy can do this.
Based on Bruce McKinnon’s award winning book, What’s Your Point? this free interactive 2 hour workshop will:
1
Introduce
the role and benefits of
brand strategy
2
Explore
how it delivers strategic and financial value
3
Define
the key elements that make up a brand strategy
4
Show
how brand strategy can drive key messaging
5
Share
how it impacts broader business processes
6
Understand
how brand strategy can shape your business
Bruce will then lead an interactive session where Instech London members 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 own organisation.
"Bruce’s methodology and workshop was very effective - in short order we aligned everything from Vision to Positioning with full team buy-in along the way.”
Paul Ford, CEO, Acin
"Bruce was able to take a complex technical specification for a new product and by using the Brand Arrow process created a crystal clear proposition that has directed all the launch communications for the product"
Dr. Michael Prim, Enterprise Architect Int, Blue Yonder GmbH
"Bruce's enthusiasm and energy injected a buzz into our recent CIM tutor conference. His Brand Arrow model was really well received and helped create a conversation around this important subject area."
Maureen Wincott, Learner Partnerships Manager, Chartered Institute of Marketing
"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 speaks at conferences around the world on the subject of brand strategy and is regularly invited to lecture at business schools. He has partnered with the Chartered Institute of Marketing on a variety of projects and is a regular contributor to Arena's web site. Based on his award winning book, 'What’s Your Point?' Brand Arrow consulting has delivered over 90 workshops and assignments in Europe and North America.
TIMINGS
NOVEMBER 19
EUROPE
10.OOAM -12.00PM GMT
10.OOAM -12.00PM CET
JANUARY 14
US
9.00AM - 11.00AM PST
12.00PM - 2.00PM EST
5.00PM - 7.00PM GMT
MAY 12
US
9.00AM - 11.00AM PST
12.00PM - 2.00PM EST
5.00PM - 7.00PM BST
MARCH 18
EUROPE
10.OOAM -12.00PM GMT
10.OOAM -12.00PM CET
REGISTER YOUR INTEREST HERE
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MEMBER DISCOUNT