Download Workshop Title: Brands for Customers

Workshop Fact Sheet 2011
Australian Marketing Institute Foundation Workshop
Workshop Title: Brands for Customers
Workshop Overview: This one day workshop has an in-depth look at the power of Brand for customers.
Whether its B2B or B2C, brands play a critical part in simplifying choice, ritualising behavior and as
communication tools for the organisation.
This 1 day course reviews branding in 2011, opportunities of brand equity, customer experience and
competitive position. Based in academic literature but contextualised in your organisations current
environment, we investigate customers motives toward brands, the organisations ability to deliver a brand
promise and look to the competitive landscape to understand parity and differentiation opportunities.
Who should attend: You will have a good understanding of marketing and be looking for ways to build
further value for your organisation and clients. You are likely to have completed the AMI Principles of
Marketing course or have responsibility for brand management/development and driving communication
for your customers.
Workshop Detail: Through a combination of individual and group activities, videos and instructor lead
discussion, the group will investigate branding. By understanding the organisations strategic objectives,
customers’ needs and the competitive issues, a holistic view of brand promise and delivery can be
developed.
The contemporary marketing mix (7P’s) is reviewed to ensure that all opportunities to bring the brand to
life are considered for specific target markets. Finally communication of the brand or a portfolio of brands
is discussed, this is critical, as this is the very visual end of marketing that your clients and other
stakeholders will be influenced by.
These sessions, while carefully capturing current thought on brands and introducing some tools for brand
and marketing management, provide excellent cross fertilization of ideas and an interactive workshop
space for all participants or your staff to evolve their marketing skills, build shared understanding and
strong relationships. Our testimonials highlight that improved levels of confidence and morale are
experienced by the participants as well.
Workshop Facilitator:
Andrew Mashman is an engaging facilitator; he has extensive experience in marketing and project
management roles for both Australian entrepreneurs and international corporations seeking market
penetration and growth for consumer and industrial products and services. Andrew has also worked in
areas of sports and entertainment and was part of the Australian Design Award winning Hunwick Harrop
Australian Motorcycle project. In Branding, Andrew has been responsible for the development of new
brands, and the management of a brand portfolio in both single and multiple channel distribution systems.
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AMI 2011 Foundation Workshop – Fact Sheet – Brands for Customers
Workshop Fact Sheet 2011
Andrew's educational qualifications include a B.Bus (Marketing) and M.Bus (Management). Andrew
operates a consultancy called Liberated Vision (www.liberatedvision.com.au) which advises on marketing
and project issues for a range of organisations.
Andrew specialises in facilitating information transfer and learning among stakeholders, and receives very
good feedback on his ability to decode theory into practical, usable knowledge. Andrew has a fascination
with the impact of converged devices and wireless internet on consumer behaviour and delivers short and
customised courses in marketing, projects and planning for clients including the Australian Marketing
Institute (www.ami.org.au (http://www.ami.org.au)). In 2010 Andrew was a judge for the AMI Marketing
Excellence Awards.
Content and Implementation Provider: Andrew Mashman of Liberated Vision www.liberatedvision.com.au
ABN 11 486 224 984
Workshop Outline:
Brands
Customers
and Marketing
Brand and
Positioning
• Consumer Decision Making
• Brands across the 7 P's
Customers
Brands and
Competiton
• Competetive Brands
• Customer Perception
• Customer Experience
Marketing the
Brand
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• Why Brands
• Brands and Your Marketing Strategy
• Your Brand Portfolio
• Communication
• Managing the Brand Experience
• Marketing the Brand Internally
• Your Brand Plan
AMI 2011 Foundation Workshop – Fact Sheet – Brands for Customers