Taglines can be a challenge to create because they can serve many roles. Here is an interactive workshop that guides people through the tagline creation process by looking at their products, customers, benefits, and values. It is anchored by a "cheat sheet" that participants use during the workshop to capture potential tagline ideas.
Consumer Behaviour for IBA Executive CourseZeeshan Huq
A session for Executive MBA Students of Institute of Business Administration, University of Dhaka. This is part of a guest lecture series within Principles of Marketing course by Khaled Mahmud, Associate Professor. Session dated 26-FEB-21. Was supported with many videos which are not attached.
Taglines can be a challenge to create because they can serve many roles. Here is an interactive workshop that guides people through the tagline creation process by looking at their products, customers, benefits, and values. It is anchored by a "cheat sheet" that participants use during the workshop to capture potential tagline ideas.
Consumer Behaviour for IBA Executive CourseZeeshan Huq
A session for Executive MBA Students of Institute of Business Administration, University of Dhaka. This is part of a guest lecture series within Principles of Marketing course by Khaled Mahmud, Associate Professor. Session dated 26-FEB-21. Was supported with many videos which are not attached.
A practical guide for running an effective brand workshop with a company. From the marketing consultancy, ISSUE89, this presentation includes links to a branding packet and presentation for use in the actual session. See more at http://issue89.com/
The Brand Strategy & Foundation deck I prepared for a real client of mine, Heirloom. Based on the results of our Brand Workshop, I created this deck. To follow the full branding process, please visit http://www.issue89.com/
With a strong, clear brand, decision-making is easy, your value is clear, and you can charge your worth with confidence and certainty. When you have brand clarity and know exactly who you are selling to, what you need to say, and how to communicate the important details, your sales marketing efforts will become less stressful and more enjoyable.
In this hands-on workshop session, we'll cover what a brand is, the difference between a brand and branding, the difference between branding and marketing, why brand clarity matters, building your reputation, creating an ideal client persona, using emotional brand triggers, creating benefit/risk statements for your marketing, and crafting a powerful brand marketing message.
(Slides used for a 2 hour hands-on branding workshop.)
I was asked to roll up a quick presentation for business models I used a bunch of online images to convey the message, sorry I did not catch all the attribution but Steve Blank of course is the lean business model parts.
My presentation at #Inbound15, a break from the relentless focus on data-driven lead generation to spend just a few minutes on the power of human-powered storytelling.
This presentation is based on advertisements. The reason for advertisements being the focus is due to learners finding difficulty in interpreting adverts.
Tap into the expertise of Global Marketing Experts with these 5 Career TipsCatherine Cunningham
We’ve all got used to how important marketing is to business success. So, how come very few of us think to apply this type of Best Practice to our own careers?
Global marketing experts stress the need to split time and resources between brand building and sales. If you’re smart, you’ll adopt their advice to thrive in your career.
Yes, you need to nail your sales technique: résumé, Cover Letter, interview performance. But it makes much more sense to improve your BRAND so that employers come to you.
This Infographic has 5 tips adapted from marketing gurus, Les Binet and Peter Field, to help you switch from a panicked last-minute scurry to apply for jobs to a strategic and SENSIBLE career marketing campaign.
WORKSHOP ON DEVELOPING, MAINTAINING, AND MANAGING AN EFFECTIVE IP STRATEGYBdec Bdec
www.bdec.com.my | BDEC Resources Malaysia & SME Corp Malaysia. This workshop is held to help Malaysia’s LED companies to integrate IP management into their company's overall strategy, successfully negotiate complex IP transactions, and protect and monetize their intangible assets.
A practical guide for running an effective brand workshop with a company. From the marketing consultancy, ISSUE89, this presentation includes links to a branding packet and presentation for use in the actual session. See more at http://issue89.com/
The Brand Strategy & Foundation deck I prepared for a real client of mine, Heirloom. Based on the results of our Brand Workshop, I created this deck. To follow the full branding process, please visit http://www.issue89.com/
With a strong, clear brand, decision-making is easy, your value is clear, and you can charge your worth with confidence and certainty. When you have brand clarity and know exactly who you are selling to, what you need to say, and how to communicate the important details, your sales marketing efforts will become less stressful and more enjoyable.
In this hands-on workshop session, we'll cover what a brand is, the difference between a brand and branding, the difference between branding and marketing, why brand clarity matters, building your reputation, creating an ideal client persona, using emotional brand triggers, creating benefit/risk statements for your marketing, and crafting a powerful brand marketing message.
(Slides used for a 2 hour hands-on branding workshop.)
I was asked to roll up a quick presentation for business models I used a bunch of online images to convey the message, sorry I did not catch all the attribution but Steve Blank of course is the lean business model parts.
My presentation at #Inbound15, a break from the relentless focus on data-driven lead generation to spend just a few minutes on the power of human-powered storytelling.
This presentation is based on advertisements. The reason for advertisements being the focus is due to learners finding difficulty in interpreting adverts.
Tap into the expertise of Global Marketing Experts with these 5 Career TipsCatherine Cunningham
We’ve all got used to how important marketing is to business success. So, how come very few of us think to apply this type of Best Practice to our own careers?
Global marketing experts stress the need to split time and resources between brand building and sales. If you’re smart, you’ll adopt their advice to thrive in your career.
Yes, you need to nail your sales technique: résumé, Cover Letter, interview performance. But it makes much more sense to improve your BRAND so that employers come to you.
This Infographic has 5 tips adapted from marketing gurus, Les Binet and Peter Field, to help you switch from a panicked last-minute scurry to apply for jobs to a strategic and SENSIBLE career marketing campaign.
WORKSHOP ON DEVELOPING, MAINTAINING, AND MANAGING AN EFFECTIVE IP STRATEGYBdec Bdec
www.bdec.com.my | BDEC Resources Malaysia & SME Corp Malaysia. This workshop is held to help Malaysia’s LED companies to integrate IP management into their company's overall strategy, successfully negotiate complex IP transactions, and protect and monetize their intangible assets.
[Trabalho Acadêmico]Relançamento de Forrest GumpMarcello Caetano
Trabalho Acadêmico para a disciplina de Storytelling do MBA em Marketing Digital Estratégico da UVA, com o planejamento de uma campanha para o relançamento do filme Forrest Gump
According to the organizers, the exhibition Mobile IT and Big Data have not attracted many visitors. Big companies like Orange, SFR, Bouygues, Free for telecoms or like Intel, Dell, IBM for Big Data were absent. But the conferences on the evolution of these sectors have been very successful. In a gloomy atmosphere where visitors and exhibitors talk openly about tiny budgets for information technology, some sectors, however, were quite healthy and innovative. This was the case for equipment manufacturers and developers of next generation telephony, or web provider. There were some impressive innovations in the field of smartphones coming from a large number of young companies, specializing in mobile business solutions. The advent of smartphones and tablets...
The cluster gathers yet prestigious protagonists like the CEA LIST or the CNRS LAAS, but also various innovative start-ups, recognized experts of their fields, like Gostai, Robotswin or Workfly. Even though, Aldebaran Robotics was clearly the star company in the Genesics2 forum, held in Paris on the 7th of February 2011, many promising French companies showed up and exhibited their robots to the audience. Most of these robots are a...
This free e-book from Fraley AEC Solutions explains what it takes to design an A/E brand that drives selections. Whether you're an architect, engineer, or planner, you will find a concise guide that can be implemented today to create a brand that stands out in a crowded marketplace.
Details of the training courses run by The Burns Unit tlc. We run both face to face courses or via 90 min Zoom sessions for the advertising and marketing community
Frisbeemanagement. How better insight in the potential of your organisation, ...Theo Kroese
Strong organisations build strong brands. It's people that build organisations! The results an organisation gets come from the way its people behave, cooperate and solve problems. Insight in the cause-and-effect relationships in your organisation helps you devise successful interventions that lead to more effectiveness and a stronger brand.
Het doel: organisaties commercieel sterker maken. Reden: Sterke merken presteren beter.
Met de beschreven verandercyclus kunnen organisaties hun onderscheid en concurrentiekracht vergroten. De Frisbeemanagement methode van Kroese brands & behaviour geeft hier een concrete invulling aan.
Stories are great tools that allow people to connect with and assign value to a message or idea. Telling stories about the brands we market is at the core of what we do as impactful communicators. We spend most of our time trying to protect the frame that others attempt to put around our organizations. In this white paper, Ryan Schulz (Director, Brand) discusses how to create a truly differentiated brand - an unbreakable frame - built from the consistent use of identity and character across all communication channels.
Not Easy Choices: The Business of Making Structural ChoicesAlan McCafferty
The information, examples and data in this booklet has been acquired from several sources including more than 20 years of work experience with start-ups to fortune 500 companies, interviews with colleagues and business leaders.
Seven Steps for Revitalizing Your BrandR. Jay Olson
If the time has come to re-energize your brand, follow this proven framework to get your CEO and executive team behind you to mobiliize your initiative, and ensure your company's investment drives profitable long-term growth and asset valuation.
RevGen summit 2019 — Sales rep of the futureJorg Shatirov
Who is the sales rep of the future? Which qualities should he/she have to be successful? How to make communication effective during the whole sales process?
A quick study of the basics and importance of strategic brand development. By Fanen Acho, Headstart Consultimg Limited. Headstart is a strategy and innovation company
Similar to 20140308 brand management chapter 2 iba mba48 e (20)
20220410 Managerial Communication Lecture 11.pdfZeeshan Huq
A class lecture which was delivered as part of a course on Managerial Communication at IBA's MBA program.
It includes practical tips and insights and training into how to make awesome presentation that'll hook the audience!
Few slides are based on Lesikar's book, but majority are from practical, real-life experience.
20220403 Managerial Communication Lecture 10.pdfZeeshan Huq
Class taken at IBA as a session for Managerial Communicaiton Course. Talks about how to conduct a meeting, tips in managing the meeting, and the team dynamics. Detailed discussion on how one can hone their communication in an office environment vs. how to hold an online meeting.
This presentation was supported with class assignments and videos.
The contents are public, but would appreciate if you credit my name.
20220327 Managerial Communication Lecture 09.pdfZeeshan Huq
Class taken at IBA for Managerial Communicaiton Course. Talks about oral communication / non-written communication and talks about how one can hone their communication in an office environment.
This presentation was supported with class assignments and videos.
The contents are public, but would appreciate if you credit my name.
20220307 Managerial Communication Lecture 06Zeeshan Huq
Class Lecture on Managerial Communication Course at IBA. The class was also full of videos and practical demonstrations. You can certainly copy anything, but please do mention / credit my name :-)
Class Lecture for Managerial Communication Course taught at IBA for MBA Students. Includes theory, the who what whom when, reasoning and an engaging class assignment which students could learn the tricks from
2. We read about the the relationship in last class
§ Brand is a promise
§ Product is the system of delivering this promise
§ Advertisement proposes and makes you believe this
delivery of promise
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4. But what is a good brand made of?
§ Brand Equity is the difference between the value offered
by a product / service by the company the value
perceived by the consumers
! Is
Mercedes expensive?
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5. Brand Equity consists of …
Brand
Loyalty
Reduced
marketing cost
Brand
Awareness
Perceived
Quality
Anchor to which Reason to buy
other
Differentiation /
associations
Trade Leverage
Position
can be attached
Attracting new
Price
Familiarity-liking
customers
ChannelSignal of
Time to respond
member interest
substance
to competitive
Extension
Consideration
threats
Brand
Association
Easy
interpretation
Reason to buy
Create positive
image
Extension
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6. Can we measure Brand Equity?
§ Yes, and there are various models
§ Details of different approaches to conceptualize brand
equity differ
§ However, all of them share a common core à typically
rely on brand knowledge structures in the minds of
consumers
§ Consumers – individuals or organizations – are the
single source or foundation of brand equity
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12. What are the expertise / role of a Brand Person?
§ S/he is the parent of the brand, agency is the mentor
that grooms the brand
§ Skill-set needed:
! Creativity
! A natural observer
– gathers insights
! Networking, resourcefulness
! People-savvy
! Rational, analytical ability
! Capability to write succinctly
! Attention to details
§ S/he is the sole responsible person for the growth of the
brand – there’s nothing s/he can escape from. Rest of
marketing department supports her/him.
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13. Brand Person provides a brief
§ A good brief is a reflection of how well the brand person
understands and owns his/her brand
§ Brief means brief
! Concise – no more than 2 pages
! Simple and Clear – for anyone, free
from jargons
! Positive and truthful – inspiring, driving excellence
§ Outline
§ Should be presented in person to the agency, including
the creative team, preferably with product demo
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14. Brief to Agency
§ Why do we want new advertising?
§ Who are we talking to?
§ What effect should the advertising have on the consumer? What
does s/he think now? What would we like her to think/do?
§ The story – what is the single most persuasive benefit we can
offer?
§ Why should the believe it?
§ What are the executional considerations?
§ What are the practical considerations, e.g. timing, advertising
properties, competitive reaction, regulatory aspects, etc
§ Authority
§ Budget strength
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15. 1. Would you want to be a brand manager? If yes, why? If not, why
not?
QUIZ
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