Branding Strategy Insider

Master Branding Seminars

We’re taking a moment today to share a very powerful internal brand education seminar. We constructed “The Art & Science of Brand Management - Proven Tools & Techniques for Creating Winning Brands” for those organizations that desire to bolster the toolbox of their marketers in a comprehensive 3-day format. 

This master branding seminar will help you know how to design, build and leverage strong brands over time. While many concepts will be presented in the seminar, the emphasis is on practical tools and techniques. Numerous brand examples across many industries and product categories will be cited to reinforce specific concepts. Team exercises are interspersed throughout the day on each of the three days. Handouts will include templates and checklists.

The seminar is offered world-wide and lead by Brad VanAuken, Chief Brand Strategist of The Blake Project and Author of Brand Aid. 
 

TARGET AUDIENCE:

Valuable to all those working in various marketing-related functions, including:

• Chief Marketing Officers (CMO)
• Marketing Directors
• Marketing Managers
• Head, Marketing, Marketing Services
• Brand Managers
• Product Managers
• Marketing Officers/Executives
• Finance Managers
• Sales Managers
• Advertising Agency Account Executives
• PR Professionals

DAY 1

The Brand Leadership Workshop

Brand education workshops and seminars are a core offering of The Blake Project. Today we're pleased to announce a new, robust workshop with a focus on brand leadership.What does it mean to be a leading brand? What are the benefits of brand leadership? How do brands come to be leaders in their categories? Learn the answers to these questions and many others by studying some of the world’s most successful brands. And then apply what you have learned to your own brands.

Workshop Outline

Module 1: Measures of brand leadership

Measures of brand leadership
•    Position in consideration set
•    Price insensitivity/price premium
•    Customer loyalty
•    Brand asset value
•    Buzz quotient
•    Market share
•    And more…

Module 2: The five drivers of customer brand insistence

The five drivers of customer brand insistence (with brand examples)
•    Awareness
o    McDonalds
o    AOL
o    Amazon.com
•    Relevant Differentiation
o    iPod
o    Toyota Prius
o    bp
•    Value
o    Ikea
o    Hyundai
o    Honda
o    Amazon.com
o    eBay
•    Accessibility
o    Coca-Cola
o    HSBC
o    KFC
•    Emotional Connection
o    Hallmark Cards
o    Harvard

Module 3: The top ten brand differentiators

Welcome Aboard: John Selvaggio

I am excited to welcome John Selvaggio to The Blake Project team.

John is the former President of Song Airlines, and was the "founding optimist and visionist" of this dynamic brand offering from parent, Delta Airlines. He was responsible for guiding its growth from 1 aircraft to 36 in six months and ensuring its success in the very competitive low-fare market place. John worked with Delta for six years, and has more than 30 years of airline experience.

He came to Delta from U.S. Airways, where he was a Vice President and headed up the Express Division. His primary experience was at American Airlines, where he held key positions in finance, strategic planning, and sales and marketing before serving as President and Chief Operating Officer of Wings West Airlines, and American Eagle. He later spent three years at Midway Airlines, as President and Chief Executive Officer, until the airline was sold to SAS in 1997.

At The Blake Project John joins us as a partner where we will put his strategic business and brand visionary skills to good use in client consultation and as a speaker on the international circuit.

John is seen here on the right with Berklee College of Music President Lee Eliot Berk for the first in a series of concerts to celebrate unity between Song Airlines and the college.

For lunch today I will be treating John to crackers, chips, cookies and other fine airline foods. Welcome aboard!

History of Branding

We tend to think of branding as a modern day phenomenon.  Certainly, during the late 1990s and the early 2000s, branding emerged as a significant area of emphasis not only for companies and their products, but also for municipalities, universities, other non-profit organizations and even individuals.  Branding became ubiquitous.  Many of us also know that Proctor & Gamble and other consumer product companies began branding their products in earnest in the mid-to-late 1800s.  But more interesting to me is how far back in time branding goes.  For instance, companies that sold patented medicines and tobacco began branding their products as early as the early 1800s.  Around the same time, some fraternities and sororities branded their pledges (literally) during initiation rites as a form of identification and bonding, a practice that has long since been identified as hazing and therefore abandoned.  But that is still recent history -- relatively.

2007 Brand Education Seminars & Speaking Topics

Around the world The Blake Project offers comprehensive seminars on many key branding topics.

They are designed to educate and empower executives, brand managers and marketing professionals to release the full potential of their brands.

Learn more about our Keynote Speeches, Brand Education Seminars and Workshops here.

Why a Branding Strategy Blog?

At The Blake Project our sole focus is helping organizations create brands that build and sustain trust. Branding Strategy Insider is an extension of our efforts to help marketing oriented leaders and professionals build strong brands.