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Learning Lunch: Building the Brand from the Inside Out
November 16, 2016 @ 12:00 pm - 1:30 pm
The Galaxy Note 7 is dead. The Samsung brand is mortally injured. How did it happen, and how does Samsung save it’s reputation?
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.
Brand is like an orange: there’s the skin – the outside. 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 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.
Changing the outside, the marketing artefacts, is simple. But brand depends on the competencies, behaviours, values and attitudes of managers and staff.
Come along and learn at the Reigate & Banstead Borough Council Learning Lunch and hear John Berry’s presentation. He’ll teach how to build brand starting from inside the firm or organisation. He’ll teach how firms (including Samsung) should act to secure their brands, protect their brands and react to calamities when brands are damaged.