What’s Your Experience?
Whether your brand is big, small, or personal, you should ask yourself this question every single day if you want an engaging relationship with your “consumers” of all flavors.
Marketer – Professor – Author – Speaker – Dad
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Jim offers three different sessions where groups can get together to improve their marketing and branding skills, regardless of the organization's size or the industry in which it competes. Each session is highly interactive and hands-on, where marketing topics are applied to individual situations for adaptive learning, with lots of fun in between each topic.
What's Your Experience?
In this session, Jim breaks down the creation of a brand experience for the big brands and shows how any brand of any size or nature can also build a compelling customer experience. It's an eye-opening experience that it doesn't take a big budget to behave like a big brand and get big customer results; it’s quite the opposite. Jim walks through the elements of a brand experience and shows how any brand of any size can create one, regardless of the budget size. Jim also looks at how a brand’s positioning can fundamentally set up a business for success, regardless of size.
Products vs. Brands
In this session, Jim will share a condensed version of the class he teaches at NYU designed to help marketers realize that there is a BIG difference between a product and a brand, and to do your job as a marketer the most effectively, you must think about marketing in both ways. Since the tuition at NYU is now over $60,000 a year, Jim jokingly says that participants are getting a $60,000 value in one highly interactive class. The session is an academic experience that can be practically applied to participants’ daily jobs. It will open their eyes and encourage them to realize that perhaps they are thinking about their jobs too narrowly. The fundamental difference between a product and a brand is in the emotional benefit, which leads to brand positioning. Brand positioning is the marketplace's core differentiator and the hardest and most misunderstood aspect of marketing.
Personal Branding
In this session, Jim shows how an individual service provider in any business should think of themselves as a brand. Doing so will generate better client satisfaction and greater business results. A brand is an experience that needs to be based on an emotional connection with the customer and their needs and wants. Every interaction with that customer needs to be incredibly consistent, which leads to loyalty and word of mouth. If you create a personal brand, you will more quickly achieve your goals. The session was a personal experience as participants realized that they were brands themselves, and in the session, they started to transform into being and acting like one. Jim literally walks through a personal brand plan template so that everyone can walk out of the session understanding what they need to do to become a brand.
