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Building brand from the inside out
November 4, 2015 @ 7:00 am - 8:30 am
Brand is complex. It’s the artefacts of marketing: logo, website and social media messages. And it’s the way the company looks and feels to customers after their purchase, reflected to others in its reputation.
Brand is like an orange: there’s the skin – the outside – with its look and smell. That’s the bit that entices us to the firm or organisation. Then there’s the flesh, the inside. That’s the bit of the firm or organisation we experience when we take a bite after we’ve bought. That’s the bit that can be authentic and in line with what first enticed us. Or it can be a big let-down when the outer promises an emotion that is not there when we take a bite.
Building and changing the outside, the marketing artefacts, is simple. But brand depends on the competencies, behaviours, values and attitudes of managers and staff. This breakfast presentation teaches how to build brand starting from inside the firm or organisation.