To become a successful brand-oriented company, the role and meaning of brands must be understood and accepted. Only then is it possible to link business strategy with brand strategy. Only then is it possible to have the rooted values and commitment vital for the value-creating process for the customers and non-customer stakeholders. This is why I like to start speaking about what a brand (corporate/service/product) really is. The short answer is: it’s a promise. This simple insight has many implications for the management of brands.
Use cases to illustrate
Discuss, challenge and interact
Relate to the clients business and key issues
Use workshops and activate
Keep it simple
“Know your audience”. This is said already by Aristoteles. When I prepare a company specific presentation I always first try to understand the company, its business, and its brand(s).
I have international experience presenting to different audiences. I also have a long track record working with tailor-made prestation to executive teams, boards, and project groups.
”What does your corporate brand stand for?” – finding and defining corporate brand identity (with workshop with our 2019 HBR article as reading)
”The brand is a promise” – creating brand value by understanding brands, customers, and the market (presentation with cases)
”Are your core values true, aspirational, potential, or hollow?” – applying the core-value grid (workshop)
”The Rhetoric of the brand” – linking identity, communication, and reputation (with workshop on defining value proposition and the brand core)
”Activating brand heritage and track record” – including cases such as the Nobel Prize and other heritage brands (workshop)
Please get in touch with me regarding any inquiries. I will get back to you as soon as possible. Hope to hear from you!
+46 (0)42 343444
+46 (0)707 922257
263 32 Höganäs