Hello
The world’s most powerful and profitable brands win by selling benefits and not features. Competing through benefits helps these brands deliver relevant value to customers. It also enables these brands to distance themselves from competitors who focus on functional features – and so get sucked into price-based competition.
Guided by the Brand Benefits Box – a practical management tool Dr. Coleman has used extensively with clients around the globe – this course will help you think about how you can sell a broad range of benefits through your brands. Each element of the Brand Benefits Box contains practical tools and templates that will help you – and your teams – apply the insights this course introduces to your organisation.
By the end of this course, you’ll be able to think about selling benefits through brands in a structured, sophisticated and scalable way.
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)
Why take this course?
Benefits
Taking this course will help you:
- Compete through brand-related benefits and not features
- Distance your brand from price-based competitors
- Broaden your perspective on how to deliver value through brands to your customers
- Understand how to deliver value through the following types of benefits
- Functional
- Social
- Self-expressive
- Emotional
- Apply a practical management tool – The Brand Benefits Box – that will structure your approach to selling benefits through brands
- Share a suite of practical tools with your colleagues / team so they too can deliver greater value through selling brand-related benefits
- Learn how the various types of benefits play out in practical via worked examples
- 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, FUJIFILM, 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 (2022).
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 25 minutes of instructor-led video content broken down into:
- Introduction of key ideas/insights
- Application of practical tools & templates
- Relevant case studies to illustrate the point being made
- Frequent knowledge checks and an end of course quiz– to keep you engaged and 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, business development or corporate communications this course 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
- Welcome and thank you
- The Brand Benefits Box
- Functional benefits
- Self-expressive benefits
- Social benefits
- Emotional benefits
- Nuanced emotional benefits
- Selling brand benefits: Top tips
- Course recap
- Action planning – putting the insights you’ve acquired into action
- Learning objectives – revisited
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:
- IBM
- Tesla
- Pampers
- World Health Organisation
- Oracle
- Giorgio Armani
- SAP
- Nike
- Olay
- Mercedes Benz
Additional resources
When you register for this course, you’ll be able to download the following FREE resources:
- Brand Benefits Box
- A summary of the types of benefits, plug and play templates and worked examples so you can see how the key ideas work together.
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 are 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: Clark van der Beken
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