How to Make Corporate Brands Work for Your Organisation
Your brand is fundamental to your reputation, but are you getting the most value out of this asset? Do you feel a frustration in identifying and articulating your corporate brand? Are you clear about how your brand is related to your company's key competences?
This interactive workshop prsents the most recent research from the field and invites participants to discuss the challenges they face in implementing the brand across their organisation.
PROGRAM
08:30 - Arrival - Coffee and Registration
08:45 - Program Start
1. Introductions and Expectations, Outline of the Workshop Richard Gyrd-Jones, CBS
2. Roundtable presentations and identification of participants' key issues
3. Introducing the Corporate brand Identity Matrix
This presentation provides a framework to help define and align corporate brand identity. The Corporate Brand Identity Matrix (CBIM), which draws upon the relevant literature and hands-on experience, offers managers a theoretical and practical guide to the describing, defining and aligning of corporate brand identity. Mats Urde, Lund University
4. Roundtable discussion
5. Making and Breaking Silos: Understanding how mindsets hinder brand orientation
What happens when we try to implement the brand internally in the organization? Research results suggest that internal silos and silo mindsets create often insurmountable barriers if they are not considered in the implementation phase. The discussion will centre around strategies to overcome these barriers. Richard Gyrd-Jones, CBS
6. Plenary discussion and identification of an agenda for action.
REGISTRATION
Alternatively you can register through Innovation Network and also sign up for personal free membership of the network by clicking here: Innovationnetwork