For the second time in a month Dubai was calling. This time around it was to deliver our three-day Brand Strategy Masterclass to participants that had travelled from as far afield as China and Vietnam. Good times.
Nottingham University Business School is one of the most respected business schools in the UK and beyond so Wavelength’s Darren Coleman was chuffed when he was invited to deliver talks to the MSc and Executive MBA students.
We’re delighted to announce that Wavelength’s Dr. Darren Coleman has been invited to deliver a talk at Vibe Marketers Fest in Dubai this November – and he’s also been asked to chair the first day for good measure. Prior to Vibe Darren was asked to share some views on brand experiences. This is what he had to say….
The glitz and glamour of Dubai were calling as participants from healthcare, gaming, property, pharmaceuticals, financial services, food and the public sector attended our Product Launch Marketing & Brand Positioning. Participants travelled from across the United Arab Emirates, Bahrain and Ghana.
Brand essence seems to have gone out of fashion. It feels like it’s been replaced and even upstaged by the ever-popular brand purpose. But brand essence is a powerful brand asset that shouldn’t be overlooked. This post shows why brand essence has the potential to help you scale your brands in existing markets and beyond.
While we spend our days at Emirates NBD trying to make our customers’ lives easier, marketing is becoming anything but. Caught between revenues that are hard to find, elusive budgets and ever more demanding customer expectations, the rules of the game refuse to sit still. Furthermore, brands are competing harder than ever to be heard, understood and loved by their audiences.
Brands operate at a perceptive level. They create appeal, draw customers in, generate demand and plant expectations in customers’ minds that are largely driven through the promises made by the brand. The purpose of customer experience management is to make sure the organization can deliver on that promise.
The airline industry is competitive and dynamic. It is characterized by fierce competition, high costs and low margins, which means our brand experience is a key point of competitive advantage. Read More
To successfully integrate digital channels into the overall brand experience, marketers need to understand which channels and what type of content perform. According to a McKinsey (2014) report, 7 over the next five years, digital advertising will be the fastest-growing advertising segment, with projected compound annual increases to 2018 of 15.1 per cent, compared with 5 per cent for TV (including advertising, out-of-home advertising and cinema).
Understanding your competitors is a key part of brand positioning. You’re probably thinking this is a painfully obvious thing to say. You’re correct. It is. But most organisations define their competitors based on the category they operate in. This can be a dangerous oversimplification.
When the Chief Marketing Officer mentions brand values in the boardroom they can be treated with disdain. Eyes roll. Disparaging glances are passed. Brand marketing mumbo jumbo. Nothing could be further from the truth. Brand values are important. They are powerful brand assets. This post explains why.
A surprising number of brands have values that are about as useful as a chocolate fireguard. Seriously. They do. Unfortunately, this only becomes apparent when brands try to bring their values to life via the experiences they want to build. Things grind to a halt because their brand values simply don’t work. All is not lost. Executives that do a good job of creating great brand values articulate values that are unique, specific, active, deliberate and balanced. This post will show you how to do the same.
It was very good of Nottingham University to give our recently published book, Building Brand Experiences: A Practical Guide to Retaining Brand Relevance, some coverage on their Business School Alumni website.
We’re delighted to announce that Clearwater International has appointed Wavelength to work on an internal brand engagement project. Clearwater International is a corporate finance house that offers a suite of advisory services including mergers and acquisitions (M&A), company sales management buy-outs (MBOs) and fundraising. They employ 200 people in 15 offices around the world with deals in excess of €50bn to date.
Dr. Darren Coleman, Founder and Managing Consultant of Birmingham-based branding agency Wavelength Marketing, has published a book on branding with specialist publisher Kogan Page. Titled Building Brand Experiences: A Practical Guide to Retaining Brand Relevance, the book will be launched globally (except the USA) on 3rd July, then in the USA on 28th July. The likes of WH Smith, Waterstones, Blackwell’s, Foyles in addition to Barnes & Noble will stock the book.
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A wonderfully international group from the United States, Saudi Arabia and the Netherlands attended our three-day Branding Masterclass in London. The Masterclass is aimed squarely at senior executives who want to acquire advanced branding knowledge so they can lead their brand experience building efforts with greater confidence and conviction.
Leading telecoms company Ooredoo Oman recently invited Wavelength to deliver an advanced marketing strategy training programme in Muscat – and what a pleasure it was.
For the third year running we’ve been invited to obtain and analyse member experience metrics at Edgbaston Priory Club, one of the UK’s leading lifestyle and racquets private members clubs.
It was a pleasure to be back at Nottingham University Business School to deliver a session on customer centricity for their Executive MBA students.
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Brand Strategy Masterclass: London (3 Day)
Participants from pharmaceuticals, insurance, regulatory, public transport and gaming attended our three-day Brand Strategy Masterclass in London. This made for an interesting and eventful session that was structured around our proprietary Brand Strategy Canvas. Read More