Is Your Brand Working Hard Enough? How to Define and Deploy Your Brand for Maximum Impact.

Track: Business

Session Number: 143
Date: Mon, Jun 3rd, 2019
Time: 10:15 AM - 11:00 AM

Description:

You’ve invested in your fiber network and your products. But, have you invested enough in your brand? By investing, we mean more than the funds required to drive sufficient awareness, consideration, preference and demand. We also mean the time, the energy and the resources needed to ensure that your target segments are well understood, your value proposition is compelling, your messages are differentiated and that the underlying proof points are rock-solid. If these brand building blocks are sub-optimized, not only will your brand suffer but so will your sales. Approach marketing with the same precision, rigor and discipline you apply to your engineering. How did the brands you rely upon earn your admiration, trust and loyalty? It was no accident. It began with research. Learning about you: your attitudes, your behaviors. In this business, it’s no different. It takes a deep understanding of the market, the segments and the prospective customers. While fiber deep will be a key topic in other sessions, “customer deep” will the focus here.
Session Type: Breakout Session

Learning Objective #1: 1) Attendees will learn a proven methodology to (re)define their brands for maximum relevance and resonance. Core steps include:
a) Market research
b) Message mapping
c) Communications architecture
Learning Objective #2: 2) Attendees will learn how to position and promote their brands for maximum awareness, consideration, preference and demand. Focus areas include:
a) Campaign development
b) Campaign execution
c) Campaign measurement
Intended Audience Level: Essentials, Intermediate, Advanced
Session Type: Breakout Session

Learning Objective #1: 1) Attendees will learn a proven methodology to (re)define their brands for maximum relevance and resonance. Core steps include:
a) Market research
b) Message mapping
c) Communications architecture
Learning Objective #2: 2) Attendees will learn how to position and promote their brands for maximum awareness, consideration, preference and demand. Focus areas include:
a) Campaign development
b) Campaign execution
c) Campaign measurement
Intended Audience Level: Essentials, Intermediate, Advanced

Speakers

Primary Presenter
David Strauss
Principal
Broadband Success Partners