The Role of Brand in B2B
OVERVIEW
In this workshop you will explore the significant and often under valued power of brands in B2B markets. We will explore frameworks and best practices to help you create brand equity that differentiates your company and wins business.
Recommended for:
Marketing managers, directors, and leaders responsible for for making brand decisions and investments for their company/product.
Technology, product, or marketing professionals responsible for launching or positioning products/solutions within a brand portfolio.
Communications or marketing professionals responsible for developing and executing marketing plans for a branded portfolio of products/services.
Format:
2-day interactive workshop mixing instructor lead training on branding best practices with exercises to demonstrate how to leverage frameworks and tools.
OBJECTIVES
- Better articulate the role and value of Brand in the context of your markets, products, and organization.
- Better speak the language of branding and understand the core phases and practices of brand strategy, brand development and brand management.
- Better understand core concepts such as brand strategy, brand architecture, and brand equity in order to evaluate and make better brand decisions.
- Understand different measures of brand equity and how they are measured.
- Better identify ways to build brand equity as well as spot threats to your brands.
INSTRUCTOR
Ralph Cummins is the President & Managing Director, EMM Group, strategy practice leader and global engagement lead for DuPont, Pfizer, Samsung, and other key clients. He was also Executive Director, Customer Experience Practice, CapTech Consulting; VP, Global Brand Strategy, Genworth Financial, and Director of Account Management, The Martin Agency. Ralph’s publications include: On the Road to Marketing Excellence; Integrated Commercial Strategy The New Playbook for Growth (ebook); The CMO’s First 100 Days; Managing Marketing Talent for Growth; Harnessing the Business Power of Project Based Learning; Annual Planning (ebook); The New Marketing Mission; and Bust the Silos.
Ralph has designed and faciliated strategy workshops on various topices for managers and leaders around the world for leading B2B2C marketers including GE, Aditya Birla Group, DuPont, Pioneer, Samsung and many more. He is a frequent lecturer at the VCU Brand Center, the University of Richmond, the Darden School of Business, Financial Communicators Society of New York, AMA and other marketing associations. He is also a frequent collaborator with the Institute for the Study of Business Markets (ISBM).
