Differentiation: The Key to a Powerful Brand November 9, 2016

Given today’s crowded marketplace and cluttered communications landscape, it has never been more difficult – or more important – to differentiate your brand. Through best practices, effective processes and innovative strategies, you can help your brand stand out so that you can grow your competitive advantage and create new growth opportunities for your business.

In this workshop, you will:

• Evaluate lessons and best practices in brand building from today’s leading companies
• Learn how to build a fast-track process for innovation to outmaneuver your competitors
• Work with competitive wargaming strategies to create new growth opportunities

Topics include, but are not limited to:

• Essential questions you must answer to build sustainable differentiation for your brand
• The crucial role of customer insights in driving business/brand differentiation
• The importance of preparing for the impact of disruptive technology

For instructor bios, please visit our Exec Ed Instructor page.

Exemplary Customer Experience: Maximizing Touchpoints November 9, 2016

Learn to use the customer journey, both offline and online, to create a consistent, compelling and valuable relationship with your customers.

In this workshop, you will:

• Design an ideal customer journey/experience, and discover how it can help deliver a higher long-term ROI to your organization
• Explore how your digital touch-points can dramatically enhance customer relationships
• Evaluate processes to ensure all of your communication channels are delivering consistent messages

Topics include, but are not limited to:

• Best practices in delivering exemplary customer service from today’s best service companies
• Tools to determine your customers’ ideal customer service experience and to measure customer satisfaction
• Identifying and leveraging the most overlooked customer touch-points for quick wins

For instructor bios, please visit our Exec Ed Instructor page.

Maximize Your Marketing ROI November 9, 2016

Learn to get the most out of your marketing budget and measure the full impact on your business.

In this workshop, you will:

• Gain experience with new tools available to engage your customers
• Learn valuable insights and best practices from innovative brands which have successfully implemented these tools and ideas
• Explore new ways to evaluate the impact of your marketing spend: SEO, return on social interaction, return on customer loyalty and more

Topics include, but are not limited to:

• How to stay ahead of your competitors’ and your customers’ needs by understanding the power of today’s new marketing tools
• How to use your customer data, prototyping, experimentation and testing to fine-tune and optimize your marketing mix
• Using a more enlightened approach to determine the ROI of investing in marketing in today’s more complex environment

For instructor bios, please visit our Exec Ed Instructor page.