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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. 1 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 2 • 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