October 28, 2021(Thu) - October 29, 2021(Fri)Advanced Brand Marketing
|Dates||October 28, 2021(Thu) - October 29, 2021(Fri)|
||Early Bird Discount（Deadline: July 30, 2021(Fri)）:¥150,000（+tax）|
Course details＊Simultaneous Interpretation from English to Japanese is available.
Learn various branding techniques from the authority on brand marketing!
Business growth and lasting success, such as increased market share and profitability, are inextricably linked to the strength of a brand. In order to establish a strong brand, whether it is a corporate brand or a product brand, it is important to clarify the points that differentiate the brand from other brands and to appeal to the market with convincing expressions. However, while it is possible to emphasize the strengths of one's own brand, it is also true that it is an extremely difficult mission to clearly differentiate one's products from those of other companies and brands. If there is an industry that is exposed to heavy price competition, it may be because consumers are unable to distinguish between brands and are simply looking for the "cheapest" product. If there is an industry that is exposed to heavy price competition, it may be because consumers are unable to distinguish between brands and are simply looking for the "cheapest" product. As I explained at the beginning of this article, "the establishment of a brand" is essential for the stable development of a business.
Based on this point, Mitch Duckler, President-Elect of the Marketing Advisory Council of the American Marketing Association's (AMA) Marketing Advisory Board, will discuss "Branding as Truly Essential" in this course.
- Mitch Duckler：AMA(America Marketing Association)Thought leader and innovator in the field of branding
- 【Mitch Duckler】
Mitch is President-Elect of the Marketing Advisory Council of the American Marketing Association (AMA). He has also chaired the AMA's Annual Marketing Conference four consecutive years, and has been a featured speaker and workshop facilitator for the Institute for International Research (IIR), and Institute for the Study of Business Markets (ISBM). He has written articles on brand and marketing strategy for industry periodicals, including Brandweek, Marketing News, and Marketing Management.
【Background】 Mitch Duckler is managing partner of FullSurge. He has over 25 years of line management and strategy consulting experience in leading complex engagements and overseeing client relationships. His areas of expertise include brand strategy, customer and consumer insights, and innovation. He has successfully led engagements for Fortune 500 companies, including Boeing, U.S. Cellular, Deloitte, Kellogg's, Best Buy, Campbell's Soup, NBC Universal, Wrigley, The Home Depot, General Electric and ExxonMobil.
◆FROM INVISIBLE TO INVALUABLE
・What is Brand Monotony and what are its Causes?
・Brand Differentiation and its Critical Role in Achieving Indispensability
・An Evolved Model for Brand Positioning that Acknowledges an Increasingly Complex Activation Environment
◆INNOVATION & BRAND DRIVEN GROWTH
・Incremental Vs Transformational Growth
・Brand Positioning: Guardrail vs. Inspiration
・Brand Relevance and its Role in Brand Growth and Extension
◆BRAND STORY TELLING IN THE WORLD OF BUSINESS
・Story Archetypes and What They Mean to Brands
・Principles and Guidelines for Brand Story Telling
・How to Leverage and Activate Brand Story
◆BRANDS IN AN ERA OF DIGITAL ACTIVATION
・The Blurring Distinction Between Physical & Digital Activation
・Brand Inspired Digital Activation
・The Role of Brand in Content Marketing and Social Media
◆BRAND CUSTOMER-EXPERIENCE IN A WORLD OF BRAND MONOTONY
・Introducing the Concept of Brand Experience
・Signature Touch-Points and the Customer Journey
・Designing the Optimal Customer Brand Experience
◆BRAND MEASUREMENT & MARKETING ACCOUNTABILITY
・Marketing Accountability and Measurement Outcomes
・Business Vs Brand Metrics
・Understanding Types of Brand Metrics
Who Should Attend
- This training is for mid- to senior-level brand marketers who have an understanding the existing structure of their brand portfolio architecture.
- The only requirement for this course is that you must prepare your own laptop!
- ◆This training is held on-line.
- Please prepare an environment that allows you to connect to the network.
- You can take this course at your accustomed place and with your accustomed devices.
ContactTraining Steering Committee (Inside NANO OPT Media, Inc.)