Brand Experience and Human Resources – How a healthy brand culture delivers the strongest touchpoints
Thursday, 22 January 2015 @ 9:30 am - 4:00 pmFree
Touchpoints are the myriad of interactions between a corporate brand and its audience that tests the brand’s integrity.
Collectively these touchpoints form the brand experience from which the audience appraises the brand. The audience includes staff, suppliers and customers. Brands are only as strong as their weakest link. Learn through exercises and examples, how to communicate and measure the brands integrity at every touchpoint. Consider how each touchpoint is a realisation of the brand. The course includes: culture, values, senses, environment and social events.
Six key things you will learn on this course:
This course is for you, if you are an…
- HR professional
- Recruitment specialist
- Marketing professional
- Business owner/director/entrepreneur
|9:30||Registration and Coffee||
Session 1: Brand Culture: How a healthy brand culture delivers the strongest touchpoints.
Session 2: Sensations: Sight, Sound, Smell, Taste, Touch: How sensory branding engages the senses and delivers the most emotive touchpoints.
|12:30||Lunch and Discussion|
Session 3: Social Events (Anniversaries, Traditions), Physical and Ambient Environment: How social events, the built environment and ambience contribute to a compelling world of experiences radiating from the brand.
Session 4: Touchpoint Mapping: How to map touchpoint journeys for analysis and review.
|15:45||Conclusions and Action Planning
(Finish time est 16.00)
Paul Hitchens is a highly experienced marketing and brand consultant and the co-author of Create the Perfect Brand (2010) and Successful Brand Management (2014), ‘teach yourself’ guidebooks to branding. He has extensive experience in branding, including manufacturing and service brands, and has created and implemented brand strategies for new business ventures, start-ups and established organisations. After a successful agency career that included an award-winning recruitment campaign at the PA Consulting Group and Automotive Branding at Wolf-Olins, he became a founding partner of the brand consultancy Verve Interactive Ltd.
Paul is a member and course director with the Chartered Institute of Marketing (CIM) and has lectured at the Henley Business School, presenting the brand module for the MSc in strategic marketing leadership. He has contributed articles on branding to business journals including Management Today and Start Your Business magazine and has been interviewed on both television and radio regarding corporate branding.
As well as consulting, Paul currently delivers Symposium training workshops on employer branding and brand experience for HR professionals.
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