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Getting the best from your brand in difficult times21 CPD hoursCoursecode0039Level AdvancedDuration3 days Venues and datesMoor Hall, Berkshire201114-16November201220-22February18-20June16-18OctoberResidentialPrice£1,975+ VATCIM Member price£1,777+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,775+ VATCIM Member price£1,597+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated courseßBrand Masterclass (p55) Brands are often an organisation's most valuableasset and this course offers numeroustechniques to build this value now. You willdevelop confidence in using the tools of brandingto revitalise your brand and bring it to life. Theresults will transfer into improved profit potentialand long term equity growth for your brand. Benefits to you and your company Confidence and skill in building and managingbrands is highly valued. By attending this course,you will benefit hugely from an insight into thetheory and practice of branding.Successful branding today relies less onexpensive budgets and more on clever thinking.Numerous current examples of this are presentedand evaluated, so your organisation will be betterequipped to plan to build brand value.Who this course is for Brand managers, assistant brand managers and executives with responsibility for brandingare invited. Business experience is welcome but a background in theoretical marketing is not needed. What you will learn ßThe secrets of successful positioning and howto achieve it.ßLearn new and exciting ideas to develop yourbrand identity.ßBring your brand fully alive using key driversand sensory branding.ßDevelop your positioning strategy into greatcommunications in the wired world.ßDemonstrate the value of your brand withmeasurements that prove the business case.Learning approachDelegates are encouraged to bring their ownwork to the course but case studies areprovided to those who prefer. The course isinteractive and fun with many current examplespresented including video cases.Marketing the BrandWhy the NHS brand is so much more than its famous logo 7 CPD hoursCoursecode0418Level AdvancedDuration1 dayVenues and datesLondon201128September 201224January 03OctoberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßPrinciples of Marketing for the NHS (p36)ßMarketing Metrics in theNHS (p85) The NHS brand is more than just a logo; it affectsall patient and public engagement and experience.This course will enable delegates to understandthe role of branding in NHS organisations and todevelop strategies whereby full use of the brand'svalue can be made - both internally and externally.Benefits to you and your company You will learn how to measure the value of the NHS as well as organisational brands youwork with, and embed them in the public andpatient experience.Your organisation will have a more coherentapproach to brand management for use within your communications and engagementstrategic plans.Who this course is forDirectors, senior managers and heads of service,including communications and patientengagement managers.What you will learn ßRecognise the components of effectivebranding strategies.ßTranslate these within the context of the NHSbrand.ßApply them to a range of differentstakeholders.ßDevelop ways of managing the brandeffectively as a provider and employer.ßCommunicate your branding strategy to seniorcolleagues.Learning approachßLecture.ßGroup discussion.ßWorked examples.ßSample presentations.The Role of Branding in the NHSBranding54Training bookings and advice +44 (0)1628 427200Residential optionIn partnership with

Building successful brands bycreating and delivering distinctivecustomer experiences Overview This masterclass will help delegates create andimplement programmes to deliver a greatcustomer experience that sets their organisationapart. It provides skills, processes and bestpractice tools to create and define brands. Itshows how to ensure colleagues reallyunderstand what the brand is about and their rolein delivering the brand promise. Benefits to you and your company You will leave with a defined approach and set oftools to revitalise your brand and engage yourcolleagues. With renewed confidence, know-how,experience and 'best-practice' techniques you'llbe able to gain top-team buy-in and involvement.You will also be more able to anticipate andovercome issues, potentially make significantsavings for your organisation and enhance yourown personal worth.The most successful organisations are customerand brand driven. By delivering a consistentcustomer experience, organisations can benefitfrom improved competitiveness, profitability anddrive shareholder or stakeholder value.Who this course is forThe course is designed for middle and seniormanagers and directors who are responsible for customer and market orientation and/orstrategic responsibility. They will be focused on creating and ensuring organisation-widecommitment to - communication and delivery of - the brand promise. What you will learn ßSkills, processes and best practice tools tocreate and define brands and effectivelyengage, win support from and manage theorganisation's stakeholders.ßDemonstrate a business justification to createor revitalise your brand.ßGain senior management buy-in, and get theminvolved as ambassadors.ßDesign a brand definition and implementationprogramme.ßEngage internal audiences, help themunderstand, be motivated and aligned todeliver a distinctive customer and brandexperience.ßHow to get the brand lived throughout thebusiness.ßImprove organisational processes - fromcustomer communications to call centre.ßIdentify and apply suitable measures tomonitor brand performance.Learning approachßHighly interactive and participative.ßVariety of individual and group exercises thatenable delegates to discover and learn bydoing. ßAll examples and exercises are based on real-life challenges.Brand MasterclassBook 55Branding14 CPD hoursCoursecode0069Level MasterclassDuration2 daysVenues and datesMoor Hall, Berkshire201112-13December 201215-16March12-13July15-16NovemberResidentialPrice£1,815+ VATCIM Member price£1,633+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,715+ VATCIM Member price£1,543+ VATWhat's includedTuition, course materials,lunch and TomlinsonGuy Tomlinson is anexpert brand strategistand marketer. Hisimpressive CV includesbrand managementroles at Procter &Gamble and Boots;business planning atReader's Digest andGroup MarketingDirector at Softvision.He is co-author of thehighly acclaimed book,The Marketing Director'sHandbook. Guy's lednumerous brand,marketing and strategyprojects, and helpedmany world-leadingbrands in both B2C and B2B sectors.A practical guide to building dynamicbrands and powerful customerexperiences in service organisations14 CPD hoursCoursecode0422Level MasterclassDuration2 daysVenues and datesMoor Hall, Berkshire201112-13September14-15December 201203-04April05-06September11-12DecemberResidentialPrice£1,815+ VATCIM Member price£1,633+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,715+ VATCIM Member price£1,543+ VATWhat's includedTuition, course materials,lunch and Ashton Mike Ashton is a highlyexperienced internationalmarketer and board levelexecutive with a trackrecord of building majorbrands, transformingservice performance andbuilding commerciallysuccessful customerexperiences in multiplemarkets. His professionalcareer spans majorcorporations includingProcter & Gamble,Johnson & Johnson andHilton International, wherehe was Senior VicePresident Marketing and amember of the board for8 years. Mike has an MBAand is a fellow of CIM.Overview It's the annual company conference... the CMO is presenting the new brand vision to anexpectant audience. Fast forward 6 months...nothing has changed and the vision is a distantmemory. Why? Changing the way organisationsbehave to improve the customer experience theydeliver is one of industry's toughest challenges.This course is crammed with practical advice tohelp you improve the customer experience inyour organisation.Benefits to you and your company You will learn how to lead the creation of acustomer experience that will give yourorganisation a competitive edge. We'll show youhow to identify what needs to change to improvethe service experience and how to persuadecolleagues to engage in the process with passionand conviction. Your organisation will be able toapply proven techniques that will sharpen brandstrategy, streamline service delivery, strengthenteamwork, improve communication and drawpeople together behind a common vision. Theultimate goal is a more competitive operation andimproved return on investment.Who this course is forThis course is designed for experiencedmarketers and managers in service organisationswhere the delivery of a consistently strongcustomer experience is critical to success. The course will enable CMOs, brand and product managers, and operations and HRmanagers to lead change and improve thecustomer experience.What you will learn ßEnsure your brand strategy will deliver realcommercial gains. ßAssess the financial and operationalimplications of your brand strategy.ßWin board level support and investment. ßModel the customer journey and identify 'makeor break' touch points.ßHow to assess 'organisational fitness' andperformance gaps.ßDevelop a language for change that will geteveryone talking. ßOvercome departmental resistance andinternal politics.ßPrepare a properly resourced changemanagement plan. ßPrepare a customer plan to align alldepartments behind agreed priorities. ßHow to convert marketing strategy intooperational procedures and processes.ßEssential leadership and communication skills.Learning approachßSeminar sessions in which techniques andideas are introduced and discussed.ßWorkshops where teams develop and presentsolutions to specific scenarios.Powerful Customer Experiences:Residential optionStrategy to RealityResidential option