This half-day master-class, presented by international brand leadership expert, Dr Nikolaus Eberl examines the role of customer advocacy for brand leadership in view of the 2010 FIFA World Cup.
According to Harvard Business School, customer advocacy has become the key driver of economic growth. Linking customer advocacy rates to actual growth rates of more than 400 companies in a dozen industries, Harvard identified "a strong correlation between net-promoter figures and a company's average growth rate over a three-year period."
According to Dr Nikolaus Eberl, author of "BrandOvation™: How Germany won the World Cup of Nation Branding" (featured on Carte Blanche, Viewers' Choice), world class companies produce in excess of 75% of net promoters (this being the balance of promoter percentage of customers minus detractors), while the average competitor operates in the region between 5 and 10%.
This brand advocacy master class examines how leading brands are turning customers into brand advocates and introduces a novel concept of brand advocacy, termed The Hero's Journey, consisting of the ten commandments of premium brands:
1. Discerning identity: Claiming your archetype
2. Call to adventure: Reaching for your World Cup
3. Secret weapon: Competing on greattitude
4. Crossing the chasm: Putting the team first
5. Overcoming obstacles: Leading through innovation
6. Assembling the army: Narrating for victory
7. The final battle: Interactivating your brand
8. Deserting the cause: Internalising the brand promise
9. Returning to the cause: Converting customers to brand advocate
10. Sharing the Elixir: Birthing world champions
Key points: You will learn about:• Reclaiming the brand archetype: The transformation of Rwanda's brand image from orphan to hero
• The making of a World Champion: Sensing the greater force - Bryan Habana
• Reinventing the battlefield: How Jochen Zeitz resuscitated the moribund Puma brand to new heights
• Envisioning victory from day one: The Hero's Journey of the Springbok team to world championship
• Turning visitors into friends: How Germany won the World Cup in internal branding
• Narrating for victory: How Nike built the brand on storytelling
• Converting customers to brand evangelists: How Vince McMahon turned WWE into the world's biggest entertainment brand
• Capitalising on the knut factor: Attracting one million visitors in 100 days
• Building a nation of entrepreneurs: What made Vietnam the most optimistic country in 2007
Key outcomes: You will be able to:• Identify the drivers of brand advocacy
• Understand the five levels of employee commitment
• Recognise the drivers of emotional brand engagement
• Internalise the practice of touch-point branding for 2010
• Activate touch-point branding for 2010: How to customers to brand advocates
The author of the bestselling book “BrandOvation™: How Germany won the World Cup of Nation Branding”, and the sequel “The Hero's Journey: Building a Nation of World Champions”, Dr Nikolaus Eberl holds a PhD from the Free University of Berlin and a Postgraduate Diploma from The Johns Hopkins University, Baltimore.
Dr Eberl's research study on Germany's nation branding success story during the 2006 FIFA World Cup was featured extensively by Carte Blanche (viewers' choice, 1 and 5 July 2007), and he is currently engaged in internal branding for the 2010 FIFA World Cup.
To view the Carte Blanche feature on BrandOvation, please go to
www.brandovation.com
Connected by: Uninet
muti
del.icio.us
stumbleupon
yahoo
google
facebook
newsvine
Digg
Reddit
GoGuide
