Hillington events in April, 2010
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How Valuable is your Brand?
Apr 10 29 Start: 09:00 End: 14:00
To view the presentations from this event please click on the relevant links below:
Gordon Brown's presentation
Dougal Perman's presentation
Darran Gardner's presentation
Case Study confirmed: Andrew Glen, Head of Products and Services for KeyPoint Technologies (UK) Ltd, who develop predictive text solutions for the mobile marketplace will be our case study for this event. Andrew will discuss the evolution of the company brands for B2B and B2C markets, how the brand is recognised within the market and what KeyPoint have learned (the good the bad and the ugly) from their experience understanding what their customers want and how to effectively deliver a strong marketing message with the key brand values to continually add value to all areas of the business.
Does your company's brand directly relate to your business performance?
There is now widespread acceptance that a companies ‘brand' (either corporate brand or product brand) plays an important role in generating and sustaining the financial performance of businesses, both small and large.
Most company's face competition no matter what market sector they are in, so to ensure they ‘stand out from the crowd', companies need a strong brand to differentiate themselves in their market and communicate why their products and services are uniquely able to satisfy customer needs.
This seminar with leading corporate branding experts will discuss how to develop a clear brand strategy to drive your business, how to translate this to online mediums and help you understand what ‘value' a good strong brand can bring to your business.
Agenda
09.00 - 09.30 Registration and Coffee
09.30 - 09.40 Introduction and welcome
09.40 - 10.10 Brand Strategy: What you need to do to create a strong brand for your business and how to market your brand. Gordon Brown, Managing Director - Circuit Break Ltd
10.10 - 10.40 How is your brand represented online? Top tips on how to engage with your customer base through online media tools. Dougal Perman, Co-founder, Inner Ear Ltd
10.40 - 11.00 Coffee Break
11.00 - 11.30 Brand valuation: what it means and why it matters? Stephen Robertson, Director, Metis Partners Ltd
11.30 - 12.00 Case Study, a live example of a company where their brand strategy and marketing have helped them create a valuable business.
12.00 - 12.15 Working Lunch
12.15 - 14.00 Workshops. You can choose to attend one of three workshops.
Workshop 1 - What are the key areas you need to consider to develop a successful brand strategy for your business
Workshop 2 - How do you ensure your brand strategy is reflected successfully online?
Workshop 3 - How do you put a value on your brand and what do you need to do to ensure your brand is valuable?Please note, there will be limited spaces available on each of the workshops so each attendee will be invited to choose which one is most relevant. Particular questions or issues will be requested prior to each allowing practical time to discuss these within a group.
To register for this event please email forums@innovationcentre.org or call 0141 585 6306.
Speaker Profiles
Gordon Brown, Managing Director, Circuit Break Ltd a specialist marketing consultancy, will begin the seminar by discussing brand strategy drawing on his extensive experience working with worldwide brands including Sainsbury and Tennent's before joining e-comsport; a London based sports technology company as a board director in April 2000, helping take the company through to floatation before returning to Glasgow to set up Circuit Break in 2001. Circuit Break specialises in marketing strategy, advice and planning for a wide range of clients including stv, BBC, Whyte & Mackay, Invocas, Glencairn Crystal, sportscotland and Scotia
Dougal Perman, Co-founder, Inner Ear, Digital Media Production and Promotion will then discuss how your brand is represented online with engaging examples to inspire customers by using digital media tools/assets such as text, image, audio and video deployed across websites, blogs and social network platforms (LinkedIn, Facebook, Twitter, YouTube, Slideshare, etc.) to extend your brand, raise awareness, engage with potential customers and manage your reputation online. Inner Ear specialises in both the production and promotion of branded content, using digital media tools like podcasts and web videos to communicate brand messages through social networks. Inner Ear's current clients include Scottish Enterprise, Scottish Arts Council, Channel 4, Hebrides Ensemble, RSNO, Investors In People, DF Concerts and Glasgow Jazz Festival.
Darran Gardner, Associate, Metis Partners Ltd, A former business journalist with the Sunday Herald in Glasgow, Darran spent four years analysing and reporting on a wide variety of Scottish and UK businesses. At Metis he was involved in the development of a number of tools and methodologies focused on helping companies identify and assess their IA, and was instrumental in the creation of an innovative IA/ IP assessment and brokerage service for insolvency practitioners. He now specialises in the assessment of businesses from an intellectual assets and intellectual property perspective, as well as the delivery of commercial due diligence services. Darran has an MBA from the University of Strathclyde, Graduate School of Business, and is currently completing an LLM in IT and Telecommunications Law at the Glasgow Law School.
