Webinar series „How to build a successful brand?“ 4th part
In cooperation with the Tallinn City Enterprise Centre, the Estonian Chamber of Commerce and Industry has created a training series on branding consisting of four webinars, with the aim to support Estonian entrepreneurs in rethinking their product / service in the current market situation and creating a successful and more sustainable brand.
Especially in times of economic turbulence, companies need to be even more innovative. But competition has shifted from product innovations and functional benefits to cultural innovations and symbolic benefits. Consumers are increasingly judging brands by what they believe in, stand for, and do in the world. Therefore, we organize a series of workshops that all try to offer solutions to the current difficult business environment in the form of branding innovations – by creating added value in the eyes of consumers, for instance, with a higher purpose, an appealing lifestyle, a shared identity, an emotional experience, the prospect of personal development, or the opportunity to feel part of a community. In contrast to the products that are made in the factory, those symbolic benefits are made in the marketing department. In fact, we try to reinvent and improve our companies and our little world around us by shifting our attention away from concentrating on WHAT we could do – but start, first of all, by thinking about WHY we do what we do.
Training topics and keywords:
- Brand purpose and brand values
- Brand audit and strategy
- Emotional branding
- Brand culture and sustainability
- Brand personality
Entrepreneurs from design, fashion, food industry, cosmetics, high-quality tourism services, but also everyone else who needs to rethink their business and brand values.
TIME AND PLACE
4th of May 2021 10 AM-11.30 AM in Zoom.
Brand Culture, Sustainability & Ethical Branding: How to create added Value through Brand Meaning, Philosophy & Lifestyle?
For successful brands, culture is king. A strong culture can create a feeling of identity and unite employees to pull together towards a common vision. It can improve team cohesiveness, employee morale, motivation, and the company’s innovativeness and long-term economic performance.
Cultural Branding is about symbolic innovations instead of technological innovations. Accordingly, ‘cultural entrepreneurs’ pursue radical innovations in culture, not products. The main objective of this workshop is to show participants various opportunities to create symbolic brand meaning and (brand) identity through cultural branding – as a way to create ‘added value’ for their customers.
Based on the Brand Culture Canvas, we will start with the Company Culture, the underlying beliefs and values of your brand, including the opportunities to build your brand on Spiritual Branding or on a certain Brand Philosophy or Brand Ideology.
We then look into Brand Ethics and Brand Values, and how to create value-driven ethical brands and ‘humanist enterprises’ after the model of the Italian cashmere brand Brunello Cucinelli. One of his key life lessons is that for life and work, it’s absolutely crucial HOW we treat others, to build mutual trust and respect. And this is what Brand Values are about.
We also will discuss how to turn your Brand’s Origin into consumer benefits – including the Brand Nationality, the Place of Origin, Brand Stories & Funding Myths, as well as the Brand Traditions & Heritage. Just like already Coco Chanel was not just selling products, but a ‘way to live’ – we will also analyze how to turn a business into a Lifestyle Brand.
Klaus Heine, trainer and consultant
Klaus works as a marketing professor at the Emlyon Business School in Shanghai and Paris and helps entrepreneurs build top-class brands with higher goals. He has collaborated with many top brands, from Hermès, Dior, Louis Vuitton, Montblanc to specialized brands such as Bollinger, Breguet, Gaggenau, etc. His main interests are creating meaning and giving personality to the brand. He is currently writing a book on the subject.
The duration of one webinar is 2 academic hours.
A training certificate will be issued to a person who has completed the entire training series.
The organization of webinars is supported by Tallinn City Enterprise Centre.