1.

Why build a brand?

‧Why more companies are making the shift from ODM to branded player
‧How brand building benefits a business
‧How brands help businesses get closer to customers
‧How brands act as a driver of innovation
‧How brands help deliver a consistent customer experience
‧How brands provide a focus for employees and other resources to drive
   efficiency

2.

How branding evolve in the digital age?

‧A short history of brand building
‧How social media is turning marketing on its head
‧The importance of customer-centricity
‧Case studies of those who get it (and those who don’t)
‧The new rules for branding success

3.

The Figtree formula of successful branding

‧Understanding your organisational competencies and gaps
‧Planning the brand development process
‧Developing a winning brand strategy
‧Aligning employees around the brand
‧Putting the right agency partners in place
‧Successful launch planning and execution
‧Ensuring consistency over time and across touchpoints
‧Evolving the brand over time

4.

Practical learnings from clients

‧How to successfully initiate a brand building programme
‧Selecting the right partners
‧Managing key stakeholders
‧Internal and external implementation challenges
‧Embedding the brand in business processes
‧Major benefits branding has brought
‧Measuring success
‧Advice for those setting out on their brand building journey

5.

Q & A