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One-Hour Presentations

The Missing Ingredient in Branding Today

Overview
Dated mass-economy tactics like "positioning" and "brand equity" fail because they seek to define brands to customers. It's the customer economy now, which means that empowered and knowledgeable customers define brands based on their experiential, emotional and functional contacts. Since customers define brands now, branding requires an organizational emphasis on operational excellence, customer equity and accountability. Presented by customer loyalty expert and author Nick Wreden, this one-hour presentation provides an overview of branding imperatives in the customer economy and what companies can do today to establish profitable brands.

Summary
Key points include:
   What's behind today's branding failures
   Branding model evolution - Mass economy, customer economy, demand economy
   The disconnect between mass economy tactics and customer economy branding imperatives
   How you brand in the customer economy
   The importance of operational excellence
   The role of customer equity
   How to calculate customer equity
   How to establish measurement and accountability
   How to prepare to brand in the coming demand economy

Note: Other presentations related to branding can be developed upon request

Results
After attending, attendees will be able to:
   Avoid wasting resources on dated marketing tactics that can cause customer backlash
   Know current customer requirements in today's customer economy
   Strengthen their acquisition, retention and winback strategies with the principles of customer equity
   Improve retention and other metrics that increase profitability
   Use insights into the continuing evolution of branding to improve branding strategies

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