Events

Brandology – Theory, Benefits, Practice

We live in a Golden Age of brands.

Brands are everywhere. They are capitalised on the balance sheets of the worlds greatest corporations. They are on the lips of Coleen Rooney – wife of Wayne, who talks publicly and unselfconsciously about “the Rooney brand”.

In today’s commerce, all businesses are branded, but not all businesses are brands.

Brands – successful brands – are differentiated, preferred, with loyal customers and juicy fast-flowing income streams. They are trustmarks, not just trademarks – valued by consumers and valuable to corporations in equal measure.

How do you turn your business into such a brand?

How do you avoid the pitfalls and gather the windfalls?

How do you translate corporate good intentions “in here” into the lived reality of customer experience “out there”?

In ‘BRANDOLOGY – THEORY, BENEFITS, PRACTICE’, Les Stern will set out some practical and actionable ground rules that seek to answer these questions. This is very much a view from the coal face not the chalk face – fully reflecting a lifetime’s education in the School Of Hard Knocks.


About Les Stern

Les is a Geordie Cliché. He is a coal miner’s son who went to Oxford. He then went on to Procter & Gamble and thereafter a 35-year career in advertising, of which getting on for twenty years were spent in the various operations of Saatchi & Saatchi (subsequently Cordiant) plc.

For much of these twenty years he was giving consultancy-level advice to client boards on branding and positioning policy. These clients included Tesco, Nokia, HSBC, Coca-Cola Corporation, Starbucks, Channel 4, and B&Q – not to mention the Metro Centre!

Les has lived and worked in London and New York and has also worked extensively across European and Asian markets. He now does periodic consultancy here in the North East.

Interestingly, apart from sheer scale, he sees few substantive differences in problems, opportunities and best practice between the largest global corporation and the smallest local undertaking.

To secure your place for this talk please click here

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