This document outlines an agenda for a workshop on building a strong and valuable elastic brand. The agenda includes sessions on understanding what a brand is, developing a brand's essence, integrating the brand, and stretching the brand. It provides context for each session, including discussions of brand perception, reputation, credibility, differentiation, and customer service. There are also breaks scheduled between sessions for coffee and lunch.

2. BUILDING A
STRONG & VALUABLE
ELASTIC BRAND
With Neil Humphrey

3. BUILDING A
STRONG & VALUABLE
ELASTIC BRAND
What else could you sell?

4. What’s going happen today?
10:00 - Introduction/ Icebreaker
10:15 - Session One What Why & How?
11:15 - Coffee Break
11:30 - Session Two Essence, Integrations & Control
12:45 - Lunch
13:15 - Session Three Stretching & Extending
14:30 - Afternoon Break
14:45 - Session Four Workshops
16:00 - Home

5. BREAK THE ICE

7. What do you want to get
from today?

8. What, Why and How
Session One

9. WHAT is Brand?

10. “The set of emotions, memories,
stories and relationships that, taken
together, account for a consumer’s
decision to choose one product or
service over another.”
Seth Godin

11. Look out! Iceberg

12. 70%
Underwater
Visible Brand &
Invisible Brand

13. How they think and feel

14. What they say about you
When you’re not there

16. Perception
is
Everything
Reality is Nothing

17. REPUTATION

18. WHY develop your Brand?

20. CREDIBILITY

21. VISIBILITY

22. DIFFERENTIATION

23. TRUST

24. Trust emerges
when value is perceived
Simon Sinek

25. PROFIT

26. HOW to create Brand Value?

27. #1
MAKE A STRONG IMPRESSION
I’ll never forget whatsisface

28. #2
CRAFT A COMPELLING VALUE
PROPOSITION
Ease the pain

29. #3
WOW WITH EXCEPTIONAL
CUSTOMER SERVICE
Creating a wow

30. #4
SELL AT THE RIGHT PRICE
Your Finite worth

31. #5
FOCUS ON THE BENEFITS
What’s in it for me?

33. COFFEE TIME!

34. Essence, Integration
& Control
Session Two

35. What is your
ESSENCE?

36. BRAND
ESSENCE
MISSION
VISION
VALUES
POSITION
BENEFIT
STYLE
Brand
Snowflake
Model

37. What is your MISSION
What gets you out of bed?
What can we get behind?

38. What are the
BENEFITS & FEATURES
of your product /service?
What’s in it for me?

39. WHICH MEANS THAT…

40. “In the factory we make cosmetics.
In the drugstore we sell hope.”
Charles Revson - Revlon

41. What do your customers
and prospects already think?
Perception is everything

42. What qualities do you want them
to associate with your business?
BTW we are all professionals

43. Integrating your Brand

44. Your Value Proposition is the
PROMISE of VALUE to be
DELIVERED

45. RELEVANCE
QUANTIFIED VALUE
UNIQUE DIFFERENTIATION
Designed for Humans

46. We provide …. (Product or Service)
For …. (Target Audience)
Who …. (Specific Need)
So that … (Desired Outcome)
Without …. (Negative Influence)

47. Controlling your Brand

49. YOUR
BRAND
GUIDE
Logo
Message
Apparel
ToneImagery
Colour
Type

50. The Brand Guide ESSENTIALS
Logo Usage
Fonts & Typography
Colour
Images
Text & Tone

52. LUNCH TIME!

53. Stretching & Extending
Session Three

54. Brand Elasticity

55. How far can your brand
STRETCH?

56. How RESILIENT is it?

57. Brand Contingency Matrix
Baby Steps or Giant Leaps

58. WHY are some brands MORE
elastic than others?

59. Brand Extension

60. What COULD you sell?
What SHOULD you sell?

61. Brand Congruence

63. How much of a STRETCH?
Stretch Matrix

64. COFFEE TIME!

65. Workshop Exercises
Session Four

67. Text:
7MISTAKES
Name and
Email address
TO: 88802