Master the Essentials of B2B and B2G Brand-Building

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Professional Development Training Course
Corporate Brand Strategy - Accelerating Company Growth

Next session: June 4, 2008 (New Date!)
Arlington, VA

Have you ever asked yourself why invest in branding? Does a new product or service need its own brand? Should an acquired company keep its brand? How do I control my brand message in a Web 2.0/socially mediated marketplace? If I have a good logo, don’t I already have a brand?

Professional marketers know from experience that intelligent brand investments pay off in the marketplace, removing barriers to sales and positioning their organizations for growth. However even with that knowledge the most experienced of us may not be leveraging all of our resources to build our company’s value through its brand, commanding higher prices, forging trusted partnerships, and building strong customer loyalty that pay off in a lower cost of sale and greater profitability. This one-day course looks at what winning companies have done to capitalize on their brands in the business and government marketplaces. By attending this course you will: 

• Master the essentials of B2B and B2G brand-building to strengthen one of your organization’s most valuable assets, its brand, contributing directly  to increased shareholder value.
• Learn straightforward techniques to building and maintaining your brand strategy.
• Tackle the unique challenges and opportunities for branding in social networks and using social media tools.
• Have fun acquiring the skills and utilizing the branding tools you need to execute your brand strategy and become a valued resource in the knowledge economy.

Registration Fee: $695
Enroll by May 21 for $100 off the registration fee. If you have received a special price coupon code, you may enter it during registration and the amount will be deducted from the early registration price.

How You Will Benefit                                  

Attendees will master the following concepts through a combination of lively peer-to-peer discussions, experiential exercises, and dynamic presentations:

• The payoffs for investing in your brand in the  B2B and B2G markets
• The role the brand plays in B2B and B2G corporate growth strategies.
• The strategic intersection and relationship between corporate brands, division brands, and product/service brands.
• How to develop and communicate your brand strategy, both internally and externally.
• How to manage your brand strategy across media, including the new social media tools.
• Core elements of a brand platform such as brand promise, brand identity and brand governance

Class alums will receive training and access to the following proprietary tools and templates that will enable you to become more strategic and efficient in your work environment. Each template and tool includes instructions on how to use it once you are back in your office.  Alums also receive free on-line access to updated versions, and real-world advice on how to use them, via the B2B Expert’s Forum. Template and tools:

• Strategic Brand Platform Executive Presentation
• Brand Strategy Template
• Positioning Statement
• Brand Architecture Template
• Branding Creative Brief
• Brand Communications Plan

• Brand Promise
• Positioning
• Messaging and Brand Themes
• Visual, Verbal, and Experiential Identity
• Brand Guidelines and Media Format Planning

9:30        Brand Strategy Payoffs to Increase Shareholder Value

• Branding and Corporate Growth Strategies
• Lowering the Cost of Sale
• Increasing Profitability
• Building Customer Loyalty
• Case Studies

10:00      Developing the B2B or B2G Brand Architecture

• The Strategic Intersections of the Corporate Brand and the Product Brand.
• Other Brand Positioning Options
  • Subsidiary
  • Acquisition
  • Partnership

10:30      Break

10:45     Team Exercise 1: Navigating the Brand Architecture
                (Attendees may choose one)

• Corporate Brand
• New Product
• Newly Acquired Company
• Partnership
• Subsidiary

11:30      Introducing the B2B or B2G Brand Platform

• Tying the strategy together with the Brand Platform
• Gaining Insights into the Market and Customers:  The Role of Research

12:00      Lunch

• Buffet and Learning from Your Peers
• Team Presentations – Navigating the Brand Architecture (lessons learned)

1:00        Brand Platform Tools

• Positioning for Growth
• Brand Strategy Presentation Template
• Branding Creative Brief
• Communications Plan
  • Traditional vs. New Media
  • Internal vs. External Audiences

2:00        Team Excercise 2:  Building the Brand Platform

• Attendees will assemble in small teams to build the Brand Platform for the brand strategies created during the morning session.

2:45         Break

3:00        Team Excercise 2:  Brand Platform Presentations (lessons learned)

3:30         Living the Brand

• Involving the Team:  Executive and Operational Governance
• Launching the Brand: Internal and External Brand Campaigns
• Realistic Oversight in a Web 2.0 World
• Measuring Success

4:15        Closing and Evaluation