Generating Value from Your Online and Offline Marketing and Branding - Part II

Forum Description

In uncertain times, a good leader can steer an organization in the right direction to achieve business success. Leaders guide marketing and branding strategy, foster creativity, and inspire motivation.

In this forum we will focus on competitive marketing and branding strategy, developing alternative options for challengers and defenders, illustrated with numerous audio-visual examples of unbeatable strategies and approaches.

Master marketing-communications gurus will help you ramp up your brand quickly with this comprehensive “how-to” look at winning strategies for acquiring and retaining customers, including examples on increasing referrals, how to turn prospects into customers, tips for driving repeat sales, building customer loyalty through branding efforts and case studies of successful marketing and branding campaigns.

The session begins with an overview of marketing and branding strategy and key principles of competitive marketing and branding strategy formulation. Using the Industry Analysis approach, we then explore the dynamics of competition and its effects on competitive advantage and market structure.

What is a brand—really? How to brand in today's market? Why should you even be concerned with the status of your brand? How do you get everyone in your organization or project team to get on the same page? The answers to these questions, and the reasons why, hold the keys to your company's future success.

We proceed with a discussion of offensive strategies, looking at the advantages and implications of early entry into new market areas and the strategic options for companies that enter markets at later states of development.

The final module of the forum deals with the development of defensive strategies. We discuss the reasons why defenders fail and then develop a typology of challenger strategies. Defender counter strategies for each challenger option will be described, and the session will conclude with an overview of the process for developing defensive strategy.

Agenda 

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