Hello
Take a moment. And think about the world’s most valuable brands. The likes of Apple, Nike or Microsoft probably come to mind or in the case of B2B IBM, General Electric, Rolls Royce. Do they compete primarily through price? No. They compete primarily through value.
Powerful brands have emotional appeal and this delivers value because it decreases price sensitivity. Think about it. When did you see Apple doing buy one iPhone get one free or GE offering a discount on a power turbine?
This short course on Delivering Maximum Value Through Brands, will help you think about the value your brand can deliver to customers and other stakeholders. A particular emphasis will be placed on delivering value through brand experiences so you can distance yourself from price-based competitors.
Relevant and informative; above all, though, it was engaging — something that’s quite hard to do when you have a lot of information to take in and process. He offered relatable examples which helped really solidify some of the more abstract ideas of the course.
Alexandra Iordache, Communications and Branding Director – Faurecia Clean Mobility (USA)
Brand-driven growth
This short course onDelivering Maximum Value Through Brands is a section from our Delivering Brand-Driven Growth course. If you’ve taken Delivering Brand-Driven Growth there’s no need to take this course. If not, then takingDelivering Maximum Value Through Brands is a mighty fine place to start as it will give you a feel for the type of thinking we share in Delivering Brand-Driven Growth.
Benefits
- Think about brand in terms of value not price
- Understand why a price-based strategy is restrictive
- Articulate the benefits – not features – your brand delivers
- Identify different types of value your brand delivers
- Extract multiple benefits from one feature
- Map benefits to segments so you deliver relevant value
- Articulate your value proposition – concisely.
- Enrol with confidence due to our no questions asked 30 day money back guarantee
Meet your workshop facilitator: Dr. Darren Coleman
Darren has over 25 years’ brand marketing experience spanning Europe, the Middle East, South East Asia and Japan. He specialises in helping brands retain relevance through brand experiences. Johnson & Johnson, BUPA, Dubai Properties, Maybank, Orange, and PepsiCo are among the brands he has helped.
Darren holds an MA in marketing and a PhD in B2B services brand marketing. Darren recently authored Building Brand Experiences: A Practical Guide to Retaining Brand Relevance, published by Kogan Page for global distribution which is available in Korean and is due for publication in Mandarin / Turkish (2021).
Outside of work, Darren enjoys spending time with his wife and family, playing tennis, motor-boating, socialising, scuba diving, snoozing in his Mexican hammock, yoga and watching Birmingham City Football Club. Granted, some are more enjoyable than others. Darren can be connected with on LinkedIn
How is the content delivered?
Approximately 45 minutes of recorded video content broken down into
- Introduction of key ideas/insights
- Case study evaluation
- Application of practical tools & templates
- Progress points and quizzes – to check you’re on track
The course is split into shorter segments. Ideal for watching over a cup of coffee or with a cup of tea. To give you a feel for the content here’s a short clip:
Who has this course been designed for?
If you’re responsible for marketing, brand, brand experience, customer experience, corporate strategy, sales, business development, insight or corporate communicationsDelivering Maximum Value Through Brands is for you. Consultants and advisers who work with brands will also find this course useful.
He has excellent knowledge in brand management with a very oriented methodologies. A mix of marketing and brand strategies lessons that really excites.
Dércio Costa, Senior Brand Manager at Heineken Mozambique
What does the course cover?
- Learning objectives
- Understanding the dangers of competing on price
- Establishing sources of value in your brand
- Identifying your brand benefits
- Appreciating the importance of brand experiences
- Articulating your value proposition
Selected case studies
To illustrate how the ideas this course introduces work in practice case studies from around the world are used. Here are just a few examples:
100% Money Back Guarantee
If for any reason you’re not satisfied with the course, simply e-mail info@wavelengthmarketing.co.uk during your first 30 days and we’ll refund your money.
No questions, quibbles or qualms.
We simply want you to enjoy the course and if you discover it’s not for you we wish you well.
Before you do ask for your money back we’d strongly suggest you complete the whole course. That’s where you get the real value. It would also be great if you could outline why you weren’t satisfied. We can then try to improve the course. But if you don’t feel the need to share your thoughts that’s fine.
How long can I access the course content for?
90 days. During that time you can review the materials as many times as you like!
Disclaimer
This course contains some copyrighted material, the use of which has not always been specifically authorised by the copyright owner.
This content is freely available online. It is used in a reasonable effort for comment, criticism (in a very small number of cases) and review in order to report on best practice in ways that support this course. The use of this material does not adversely affect the market for the original work. Original sources are acknowledged after course enrolment.
For the avoidance of doubt, all content, unless otherwise expressly stated, is not owned by Wavelength Marketing Ltd and no copyright is stated / intended. All rights reserved to the copyright owners.
If you haven’t taken Delivering Brand Driven Growth then taking this course is a mighty fine place to start. It will give you a feel for the type of thinking we share in Delivering Brand Driven Growth and provide a great introduction to the course.
Feature image credit: Brands&People
