Open workshop: Brand management in times of disruptive change

30 Jan 2017

How to manage for brand success with agile and service design techniques

Why attend this workshop?

Whether we see digitalization as a threat or an opportunity, it changes our approach to value creation, our value proposition, our communication and our customer relationships, i.e. all the essential pillars of brand management. These change processes present new challenges for brand managers, marketeers and human resource professionals.

It’s never been easier for your customers to make purchase decisions in the light of positive or negative brand experiences, to compare you with other suppliers and share their experience publicly. An increasing number of customers no longer measure their willingness to buy and recommend on the quality of the product alone but rather the services related to the purchase and use of product.

 This development also poses new challenges for brand management. Where once the task was limited to influencing the purchase decision, this is only where brand management starts today. Managing a variety of human, physical, or digital interactions with our customers across the entire product lifecycle. Service Design helps us to analyse, optimise or re-develop these interactions in agile processes from a user perspective. As such, it works like a bridge between the abstract brand promise and the specific brand experience at all different touchpoints.

What are the objectives and content of the workshop?

We will provide an introduction to the mind-set as well as to the most important tools for agile brand management for decision-makers from brand management, marketing, sales and HR disciplines. To manage this in one day, we work in small groups, each of which is led by a coach. The workshop consists of two modules.

Module 1: tool school

The fundamentals of agile brand management

 In interactive workshop units, you will apply agile processes and methods from service design.

- Agile cycle: how your customers use your products and services, what they miss or want, how this leads to ideas, how ideas become prototypes and how we evaluate and improve prototypes from a customer perspective

- Persona design and Customer Journey Mapping: who your customers are, how they act, how they perceive your touchpoints, why they appreciate or criticize your touchpoints, and where we have to invest from customer and brand perspective.

 

Module 2: experience sprint

Bring a brand to life with service design

We apply the instruments used in the first module to a specific case of brand management:

How can your "analogue" brand successfully make its identity visible in the digital world? How do your customers perceive the status quo and what do we need to change to ensure relevant and differentiating brand experiences in the analogue and digital world?

In line with the agile cycle you will work with your coach in successive sprints to solve this task. You will be gain inspiration from trends and best practices that we have prepared for you. You yourself will go through the customer journey and experience the positive and negative interactions with the brand. You will learn first-hand where to optimize or innovate. You will learn how to transform these potentials into creative ideas and build prototypes for new or optimized brand experiences in the digital world.

In a nutshell: Through first-hand personal experience you’ll get into the mind-set of agile brand management and use the methods and tools of service design.

Who are the coaches? 

BEN KNAPP
is Chief Strategy Officer at Saffron, and has been advising customers on issues of brand strategy, internal engagement and customer-centric thinking for 11 years.

JOHANNES PAUEN
is Managing Director of kleiner und bold and is one of Germany's leading brand strategists for international small and medium-sized businesses. He develops service design concepts from a brand perspective and will present this approach in the workshop.

ANNA SEIDER
has worked as a brand strategist for 8 years and coaches companies as a service design facilitator for kleiner und bold. She develops user-centric business relationships and integrated service design concepts.

What language will be spoken?

The workshop will be run in German.
If you’re interested in participating in the next English language workshop, please get in touch.

When and where?

February 24, 2017 in Berlin at kleiner und bold’s offices
9:00 Check-in
9:30 Start time
17:00 End

Address

kleiner und bold,
Leuschnerdamm 13, 2nd yard 5th floor
10999 Berlin

Price including catering:

Early Bird Rate:
650 EUR per person for registration until 3 February 2017

Standard Rate:
750 EUR per person

Group tariff:
450 EUR from the second person of the same company (applies also to the early booking tariff)

Have we sparked your interest?

Register now 

Links:

www.service-design-network.org
www.kleinerundbold.com