THIS WORKSHOP BY MARK DI SOMMA IS TITLED:
Brand communications:
Wallop the weasel - how to find your truth

What's this about?

Integrity is the most powerful element in any communication. In a world where so many companies seem determined to disappoint, you need to work hard to make your customers a promise that they will love and to make it in a way that hooks them hard.

Achieving that level of fascination is not alchemy. It takes discipline, focus and the willingness to subsume ego in favour of communications that truly engage. Successful brands understand that their commitment to all that they are goes a lot deeper than just the strapline. Fully branded communications are the logical progression of an intriguing premise. They dig deeper in order to engage more, and in so doing they add new dimension to a powerfully single-minded idea.

Anything less is fluff. A lot of words - usually cliches - in search of a relationship with the customer that more often than not proves elusive. Today's consumer is too smart for pat reassurances and glib statements. They seek the genuine and dismiss the disingenuous almost instinctively. If you have not found and expressed your truth, you are in trouble - and the more you write, the deeper the hole you will dig yourself into.

The most powerful brands are weasel-free:

• They resist cliché
• They report to their core idea
• They add dimension and new angles of light to their story with every telling
• They express themselves in language that captures them
• They combine direct truth with powerful appeal

Who's this for?

This programme on purging the platitudes in your communications is aimed at communications managers, marketing managers, investor relations managers and other decision makers who interface with external audiences.

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:

• Why you need to speak your mind
• The difference between writing and typing
• The seven pillars that make you worth your salt
• 3B - The three dimensions of communicating in a branded way
• 5 ways to be weasel-free