Internal branding - delivering the brand promise
This one-day MasterClass, presented by international Brand Leadership Experts, Dr Nikolaus Eberl and Herman Schoonbee (authors of the FIFA World Cup Brand Ambassador Program and creators of the Reciprocation Marketing Method™) examines the role of internal branding in converting Customers to Brand Advocates and achieving Brand Leadership in your Industry.
Retaining clients over time requires not only that they have a positive experience with the brand, but also that they can identify with the brand character - this being the people in the company and the degree to which they can be trusted to deliver the brand promise.
Every day we interact with brands that promise us emotional fulfilment in an uncertain world. Whereas in previous times, we knew the people who sold us goods and came to trust their names and faces, today we live in a guarantee-oriented society. We demand guaranteed jobs, income, insurance and relationships. We want guarantees on our cars, our household appliances and just about everything else. And we do not take kindly to contracting a brand promise that is not delivered 100%.
All the good work done on brand positioning, marketing and communication can be easily undone by a poor interaction between a customer and a brand representative. How often has a telephone response to an advertisement turned out to be a turn-off? How often has a customer-employee 'moment of truth' turned into a relationship killer, rather than a loyalty builder.
Key points:
You will learn about the five commandments of brand leadership
• Deciphering your brand archetype
• Converting your brand promise to measurable touch-points
• Identifying your brandvantage
• Internalising your brand character
• Converting customers to brand advocates
Key Outcomes:
You will be able to:
• Identify the drivers of brand loyalty
• Understand the five levels of employee commitment
• Recognise the drivers of emotional brand engagement (EmotiVators)
• Internalise the practice of touch-point branding for customer advocacy
• Activate touch-point branding in order to convert 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 Nik headed the Net Promoter Scorecard research project on South Africa's Destination Branding Success Story during the 2010 FIFA World Cup™, and he is the co-author of the World Cup Brand Ambassador Program 'Welcome 2010' and chairperson of the inaugural FAN World Cup.
Date: 22 January 2013
Venue: BrandOvation, Johannesburg
Cost: R2,750