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Few marketing professionals have the luxury of worrying purely about their brand with business often preferring to invest in demand only or sales support.

Yet, brand management is crucial to all companies, despite their preferences - not only establishing the essence, but also the management of conflict, counter claim by competition and repositioning of the brand essence through a misperception by customers, prospects or broader audiences.

Brand is simply about reminding each and every member of the target audience, what you stand for and about what is special about your business, why you have created specific products and how the competition should be compared.

What is the brand?

To many it comes to being the logo and the colour pallet! During this workshop, attendees will be introduced to the brand - their brand - as a 'big idea'. So what is their 'big idea' that makes them special?

After all, why should a customer stop, look and listen to anything you have to say when your brand is no longer a principle or idea, an exciting concept or a visionary entrepreneur but a mere logo or group of colours?

Improve your branding stance

When priorities are complex - brand maintenance or lead generation? - the difficulty is how to do both at once. During this workshop, having identified the 'big idea' of the brand, members will begin the delicate analysis of priorities to achieve business goals and how piggy backing a brand maintenance issue upon an intelligent lead generation campaign, will improve your branding stance.

This workshop will show attendees how to make budgets work harder - delivering for sales teams and shareholders all at once.

Workshop StagesWorkshop DetailsBook Online Now

For our research purposes, please indicate in the panel above your rating of importance or concern within your business for each stage in data quality and data planning; 1 being low, 5 being of high importance or critical to your business.

Workshop Stages Rating
Determine the value of your business, the brand, the product and the service layer.
1 2 3 4 5
Isolate the differential in the brand and what "value" is attached to this differential
1 2 3 4 5
Reflect against current brand stable value conflicts
1 2 3 4 5
Evaluate Brand history, origins, values that are no longer considered or exploited
1 2 3 4 5
Reflect upon the brand use and the impact of dilution within the channels to market and the causes.
1 2 3 4 5
Assessment and conduct a refresh analysis of brand guidelines to determine their exploitation within lead development
1 2 3 4 5
Assess inward and outward message conflict from the brand and within proposition development
1 2 3 4 5
Create a framework to assess unprompted recognition index
1 2 3 4 5
Reflect against competition value statements and create competition killer arguments
1 2 3 4 5
Map out Brand maintenance goals within lead development planning tactics
1 2 3 4 5
Create the ?tactical? engagement proposition stable
1 2 3 4 5
Assess against current marketing execution and planningIncluding the concept of intelligent lead development
1 2 3 4 5
Consider brand maintenance in sales tactics and use in localised activities and key account planning
1 2 3 4 5
Establish framework for the use of brand maintenance to deliver value through the channel - reflect how partners will use your value
1 2 3 4 5

About the Workshop Co-ordinator

Our Education and course calendar will be delivered by an Anderson Baillie consultant.

Anderson Baillie consultants are acknowledged as leading authorities in technology and business-to-business sales and marketing; and have worked with many complex product and service scenarios, for both growing companies and large multi national organisations.

Case Studies
BASF IT Services Case Study - Smarter Selling - Click here to read this case study
Anderson Baillie’s initial engagement with BASF IT Services was to develop a new positioning stance for the IT provider across its pan European territories.
MSoft Case Study - E-procurement doesn’t improve purchasing; it just means you purchase badly more efficiently - Click here to read this case study
MSoft, a small family run software company with limited partnership liability status had created one of the UK’s most exciting inventory management, tracking and application products for the National Health Service.