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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

Product ManagementThe challenging business environment demands that organisationsmaximise the return on investment from their products. Our courses develop analytical, strategic and tactical approaches toproduct management both for B2B and consumer markets. Usinglatest insight, tried and tested models and case studies highlightingbest practice, our faculty of experts will guide you through the keyprinciples of shaping and delivering successful product managementstrategies and plans.Whether you are new into a product management role, have a number of years experience but need to build your knowledge, or a senior director responsible for shaping strategy and productmanagement capability, our programmes will meet your needs. 56