Digital Transformation: Brand Experience as a Business Strategy


Brands are becoming ever more important in the digital and analogue landscapes - as arbiters of cultural change or status symbols.

 

OVERVIEW

This hands-on workshop looks into the DNA of successful brands and uses concrete examples, some from within the class, to establish touch points where the brand experience is formed.

It also looks at the role staff have in the delivery of the brand experience, how to empower and motivate them - and what, if anything, can be done to immunize the brand from fallout after an inevitable service breakdown.

Part of this interactive workshop will be a field study where participants go out, experience and assess a brand experience in Singapore.

OBJECTIVE

  • Understand what makes brands successful
  • Assess your company’s touchpoints
  • Prepare a brand audit to establish a benchmark
  • Learn from the strategies of winning brands
  • Apply immunization strategies to fortify the brand against failure

TOPICS

  • What makes a successful brand? 
  • Understanding consumers, markets and the competition 
  • Where does your brand stand? 
  • How to be consistent? 
  • Enabling staff to create the brand experience 
  • Learning from the best: successful brand experiences 
  • Field Study: experiencing a service brand 
  • Immunizing the brand against failure and backlash 
  • The brand experience within your organisation

DURATION

2 days, 9am to 5.30pm

VENUE

Carlton Hotel

WHO SHOULD ATTEND

Professionals and managers with marketing and branding responsibilities or strategic communications functions.

Managers who are involved in designing the organisational culture and/or the brand experience.

CONTACT

Ms Karen Chew
Manager
Phone: +65 6828 0111
Email: ise@smu.edu.sg

UPCOMING Date(s) 

15 -16 Apr 2019

REGISTER Here

Facilitator

Mr Jörg Dietzel

Mr Jörg Dietzel
Chairman & CEO 
Jörg Dietzel Group 

Jörg has worked in Advertising, Branding and Communication for twenty five years, half of them in Asia, both on the client- and agency-side. He built a global network for Audi based out of London, ran DDB China, opened DDB Berlin and looked after multinational clients for BBDO Asia based out of Hong Kong. Most recently, he was the Global Head of Creative and Sales Media at AUDI AG. 

He has been running his own brand consultancy, Jorg Dietzel Brand Consultants Pte Ltd, since 2005. 

Jörg has taught Advertising, Promotional Management and Strategic Brand Management at the Business Schools of both NUS and SMU. Jörg is also widely published, with his book “Create Connect Convince – Fundamentals of Advertising, Branding and Communication” published by Marshall Cavendish Business in August 2008. 

FEE

Full Fee (Course Code in SkillsConnect: CRS-N-0048694)
SGD 2,675 (incl. GST) per person
For Singapore Citizens / Permanent Residents
Fee payable after 70% WSG Grant*: 
SGD 802.50 (incl. GST) per person
For Singapore Citizens over 40 years old
Fee payable after 70% WSG Grant &  SkillsFuture Mid-Career Enhanced Subsidy
SGD 302.50 (incl. GST) per person
For SMEs* sponsoring their employees who are Singapore Citizens / Permanent Residents
Fee payable after 70% WSG Funding & Enhanced Training Support for SMEs
SGD 302.50 (incl. GST) per person

*WSG funding is available to Singapore Citizen (SCs) and Singapore Permanent Resident (PRs), terms and conditions apply.

This programme has been approved for the Absentee Payroll Funding. The Human Resource department of individual participant will be required to process the Absentee Payroll and any additional funding that the participant is eligible for, no later than 30 days after programme commencement.

All workshops are subject to confirmation. ISE ​will ​send ​you ​a ​Confirmation ​email ​2 ​weeks ​before ​the ​course ​commencement ​date ​or ​when ​the ​minimum ​number ​is ​met, ​whichever ​is ​earlier. Upon confirmation of the workshop, a Tax Invoice will be sent via email to you.

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