What Matters Now in Branding: Ten Ideas to Get Refocused

Presenter: Jonathan Salem Baskin
Broadcast on Thursday, May 21, 2009 12pm Eastern
Duration: 90 minutes
Cost: $129

   

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What aspect of your branding is working for you these days? Your consumers are harder to find, more difficult to convince, and almost never loyal, even though youʼre probably using some of the best, most innovative, and ever-more creative digital marketing. This seminar will help you ask better questions about your brand before you reach for the next marketing answer:

• Could social media campaigns prompt brand behaviors, not just engagement?
• Should my PR firm go beyond "mentions" to "actions" that help define my brand?
• Might there be more ways to get my organization involved in delivering our brand?

The last thing you need are "new rules" for marketing, as your consumers are still living according to the "old rules" of reality: Give us meaningful stuff thatʼs relevant to our lives, and price/support it so we can enjoy the benefits. Your client or employer need you to to get more tangible, sustainable value from your branding, and that means you need to start making marketing work in new ways.

You can take a leadership role in changing your companyʼs expectations, starting with the next project. This seminar will launch ideas you can use immediately to make your decison-making smarter, faster, and more effective.

You Will Learn

• Which brand strategies once worked, but donʼt any longer
• How old branding ideas doom even our most creative new efforts
• The attributes of successful 21st Century brands
• When and where those qualities are best delivered
• Who within your organization are your natural brand-building partners

Youʼll leave this seminar with a novel, forward-looking definition for what you brand could be, and detailed ideas on how to help your business deliver it.

Who Should Attend

• Marketers of any level, from CMO to assistant, who see the branding challenge and are impatient or unconvinced with traditional responses
• Executives from operational departments whoʼd like to make a more meaningful impact on marketing
• Entrepreneurs and small business owners who arenʼt official "marketers," yet are the owners and stewards of their brands

Editor's Note: This seminar will be a great precursor to next week's seminar, Breakthrough, Creative Ad Campaigns that Make Men Do What You Want, with Steve McNamara. Plan on attending both!

About The Presenter

Jonathan Salem Baskin has worked for 27 years translating branding strategy into something more than images and words for Apple, Blockbuster, ConAgra, and many of the other businesses in the global brand name alphabet.

His latest book, Branding Only Works on Cattle, is both a synthesis of his thinking that behavior is the true trigger and measure of brands, and a hands-on guide to creating and delivering a radically new model for branding. One reviewer called it "thoughtprovoking stuff," and another said his tome is "a witty guide...[from a] merry iconoclast." The book continues to sell around the world, prompting thoughtful and spirited conversations.

Baskin also writes a bi-weekly column on marketing leadership for Advertising Age’s "CMO Strategy" section, a twice-weekly column on brands and technology for InformationWeek, and a daily post on the fantastic and foolish in brand marketing at the award-winning blog, Dim Bulb.

He has also been a keynote or featured speaker at major events around the world, including: The International Consumer Electonics Show; the American Marketing Associationʼs mPlanet; the Conference Boardʼs Corporate Image and Branding Conference; the Direct Marketing Associationʼs Leadersʼ Forum; and the University of Chicagoʼs Booth School of Business.

What Participants Said

Of the participants who evaluated this seminar, 82% would recommend it to a colleague. Some of their comments:

"Though he raised some rather controversial points that not everyone would agree with, I do think everything Jonathan brought up was thought provoking and important considerations during branding discussions. He makes a very important distinction between branding vs. promotional activity, and I do agree that marketers need to understand that they are not synonomous and don't necessarily overlap."

"It was good. I just didn't agree with some of his positions."

"I think the 3 1/2 star rating supports Jonathan's point -— the lack of truth telling in the branding industry. It's a great history lesson on how you can only lie for so long before your audience finds you out. It was a long run, but it's over and Jonathan will help you evolve with the rest of out culture."

"He has a take on branding that makes it a much more practical undertaking -- very focused on results"

"Great big picture view - spoke a lot of truths - puts social media in perspective - loved the bit about doing things that affect real lives in a real way and don't waste people's time."

"Even though I disagree with about 50% of what Mr. Baskin said, I thought it was very thought-provoking and I expect that it will help me determine what's important when we do a product launch in a couple of months."

"Thought-provoking, but not easy to apply."

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