Hello
Brands are emotionally-orientated intangible assets. This can make it hard for the c-suite to genuinely believe in brands where objectivity, finance and hard facts count.
Data also shows those in the c-suite can struggle to have a firm handle on how brands are built (Figure 1).
To drive growth through brands marketers, need to be able to engage the c-suite with brands. This short course on Engaging & Aligning Your C-Suite with Brands will provide you with some practical tools, templates and insights that will help you do that.
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 on Engaging & Aligning Your C-Suite with 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 taking Engaging & Aligning Your C-Suite with 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
- Build your business case for brands
- Engage and align your c-suite with brand
- Demonstrate that brand – not short-term ROI – drives growth
- Show your c-suite brands drive financial performance in ways they understand
- Prove intangible assets such as brand are the primary driver of company value
- Demonstrate brand drives performance in B2B markets
- Write clear and concise objectives that will mean something to your c-suite
- Understand the importance of using data to engage your c-suite with brand
- Use straightforward brand language that will engage – not alienate – your c-suite
- Receive practical advice – based on Dr. Coleman’s 25+ years global experience – on how you can drive growth through brands
- 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 20 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 or corporate communications Engaging & Aligning Your C-Suite with Brands is for you. Consultants and advisers who work with brands will also find this course useful.
All in all, I have learnt a lot from Darren and would highly recommend to attend his training if you are ever considering it
Ben Tan Yin Qin, Senior Executive (Brand Management) PETRONAS (Malaysia)
What does the course cover?
- Learning objectives
- Understanding how to sell the business case for brand into the c-suite
- Appreciating the importance of
- Articulating clear objectives
- Using qualitative and quantitative data to demonstrate the value brand delivers
- Keeping your brand language simple to engage the c-suite
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: Mike Dorner
