THIS WORKSHOP BY MARK DI SOMMA IS TITLED:
Brand promise:
Make them a promise they can't refuse - and deliver on it!

What's this about?

Your customers want one thing: more than they expected!

Once upon a time, it was good enough to be good. Not any more. Today, customers are more switched on, in control and aware than ever before. To gain them and keep them, you need to be prepared to stand up, stand out, get noticed and be loved.

Powerful brands make powerful promises to their people and their customers. But a promise is much more than just a form of words: it's a spirit that must be distinctive, achievable, competitive and carried through everything you say and do as an organisation if you are to ring true. To achieve that, you need to fully understand what you have signed up to. Too many organisations don't. Their promise either carries no weight, or it's a me-too statement that does nothing to differentiate their organisation from anyone else.

A brand promise is a significant responsibility, and in this programme we examine the implications of that not just for your business, but also for the ways you organise your structures to deliver on that promise, and how you commission, oversee and approve the communications that carry that promise to the market. This programme focuses on aligning what you promise with what you say by bringing people from across the organisation together to think through the full meaning, relevance and implications of the brand and all it stands for.

A powerful, integrated, differentiated brand is vital because:

• it gains notice - because people identify with it
• it gains engagement - because people want to be involved with it
• it gains loyalty - because people buy into it
• it gains profit - because people, sometimes, are prepared to pay a premium for it

Who's this for?

This programme on making your customers a promise they can't refuse, communicating it and delivering on it is aimed at marketing strategists, communications managers and teams, sales people, operational decision makers, project and team leaders.

What does it cover?

This half day workshop includes a keynote presentation, plus interactive workshop for up to 20 participants that applies the issues raised to your specific situation. We work through:

• Standing out in a world of clutter
• Is that a promise, or are you just saying that?
• Working back from the frontline
• Why brand delivery is everybody's KPI
• You can't make a promise if you don't express it
• Is it working? Suggestions on monitoring the market