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Understanding and building brand impact
As ‘the brand' moves increasingly centre-stage in the organisational mindset, discussion and debate surrounding this strategic and practical area for marketing action is high on the agenda. This fascinating and essential component of the communications mix is nonetheless frequently confusing and widely misunderstood.
Designed for PR and communications professionals who want to learn more about the ‘how to' of branding excellence, this half-day workshop explores how harnessing your brand has significant potential both to achieve corporate and campaign objectives to best effect, and to increase the overall value of your business. Combining analysis and case studies with a visually interactive presentation, this session will guide your efforts to:
- Understand the role and importance of branding
- Become more informed on brand definition tools and techniques, and on how to craft a brand
- Explore the differences between defining the brand proposition and brand essence
- Manage your brand, including ways to support, refresh and re-launch it.
Presenter: Brid Shinners
Date: Thursday 13 March 2008
Venue: Dublin Chamber of Commerce
Fees: PRII members €220; non-members €320
"A practical understanding of the key elements of branding"
Crafts Council of Ireland
"Lively, clear, well paced"
St. John of God Services
The presenter
Brid Shinners is a senior consultant with Bradley McGurk, one of Ireland's leading specialists in brand communications strategy and consumer research. She has built an extensive repertoire of skills and brand perspectives following experience across a wide range of businesses.
Previously, Brid has worked as a strategic planner with McCann Erickson Advertising and in product management with Green Isle Foods, and has also worked in a number of strategic research and account management positions.
