In this digital age having a brand proposition which is relevant, differentiated and authentic is more important than ever. Everybody knows that customers are ever more demanding and trigger happy – defecting at the click of a mouse.
How well defined is your brand proposition? Can your organisation truly deliver the values that your brand promises? Will your communications reflect the brand culture of your business?
Using one of the branding industries most successful brand development platforms to build a fully functioning brand from scratch in just one day. Using a brand idea suggested by participants we will use the Brand Chartering methodology to build a rich, textured brand including:
- Brand Vision
- Brand Mission
- Brand profile including functions, performance differences, character and sources of brand authority
- Brand essence
- Brand name
- Brand identity
- Culture and behaviour
About the Trainer
Geraint Holliman is a senior consultant and trainer at The Digiterati.
A Fellow of the Chartered Institute of Marketing, Geraint is a Chartered Marketer with extensive international experience. As well as client–side roles for Thorn-EMI, ASDA and Unisource he had a high calibre agency education with J Walter Thompson, Leo Burnett and Grey, followed by 14 years as an agency Managing Director. He is the author of one of the first ever academic papers published on Content Marketing: ‘B2B Digital Content Marketing: marketers’ perceptions of best practice’ (JRIM October 2014).
A regular blogger and speaker at industry events including Content Marketing World, Sydney and the B2B Marketing Summit London in 2015, Geraint has been researching, practising and training Content Marketing for some of the biggest technology and B2B brands around.
He has been a marketing trainer for over 15 years specialising in branding, strategy and content marketing and holds a Masters in Digital Marketing from Manchester Metropolitan University.