27 September 2018
- Implementation of brand strategies.
- B2B Brand Architecture: centralization vs. decentralization and standardized vs. customized offerings.
- Brand Portfolio Management & the importance of innovation.
27 September 2018
- The new B2B stakeholders, demanding another approach: Human2Human
- Why perception is key in B2B business
- Defining H2H customer journeys and customer touchpoints
- The role of customized brand experiences
- How to define your brand value strategy
27 September 2018
- Determining the right communication mix for each phase of the buying process
- Why Mobile and Social Media are becoming a must in B2B
- From mere transactions to loyal partnerships and even brand evangelists
- The growing importance of storytelling
- Creative techniques related to sniper marketing
27 September 2018
- Implementing brand strategies
- B2B Brand Architecture: centralization vs. decentralization and standardized vs. customized offerings
- Brand Portfolio Management
- The importance of innovation (including co-creation, endorsement strategies, ingredient branding, etc.)
26 September 2018
- Customer Beaching
- Budgeting methods and how to ensure the right branding budget
- Planning (OGSM) & Reporting
- KPIs in Brand Building
- Aligning Sales & Marketing
- Outside-in thinking
- How to involve top management
26 September 2018
17 september 2019
SEP
17
- Customer-centric communication supported by a strong internal brand culture
- Visualization of the brand, and brand positioning
- Emotional vs. rational arguments
- Customer-proof messaging
- How to build a strong brand personality
26 September 2018
- Creating ONE team; even with freelancers – sharing responsabilities
- New ways of cooperation
- Continuous empowerment over company boundaries
- Optimization of work flows: clear roles & ownership
- Evaluation of agency proposals
- How to write a good briefing, remuneration of agencies, etc.