Day I
8:00 - 8:30 a.m. - Registration & Continental Breakfast
8:30 – 9:00 a.m. – Start of Program & Introductions
o ‘What do you want to leave here with?’
9:00 – 9:30 a.m. - Why is Brand Measurement important?
o Short Term Pressures/Margin Squeeze
o Top 10 Trends
o Premise: Brands are the most important asset(s) an enterprise
owns
9:30 – 10:00 a.m. - Intangible Assets – Significance for Success
o Buffett Model: MV = (TA – Liabilities) + IA X P/E
o FASB 142 (Equity)
o Pullman Bonds (Debt)
10:00 – 10:15 a.m. - BREAK
10:15 – 11:15 a.m. -Functions of a Brand (Starbucks Web Example)
o What is a brand?
o As Assets
o As QAD
o As Promise
o CSR
o VBL
o VBM
11:15 a.m. – 12:00 p.m. - Value Disciplines
o Discipline of Market Leaders
o What’s Your Value Discipline?
o Values vs. Value/ “Push” vs. “Pull” Branding
o The GE Grid
12:00 – 1:00 p.m. – LUNCH
1:00 – 2:00 p.m. - Value Creation/Value Destruction
o What is Value?
o What are Values?
o Satisfaction (NPS ) vs. Loyalty
The Power of Dis-satisfaction
o Gallup Q12/CE11 = HumanSigma
o Promise/Expectations Grid
o Employee Value
o Supply Chain (Vendor) Value
o The ‘Opportunity Gap’
How much money are you leaving on the table?
Lost Order Studies/ Customer Win Back Programs
2:00 – 2:45 p.m. – Exercise/Discussion: What are your company’s top 3 values? Based on them, how is value created/destroyed? $ize of Opportunity Gap? Key Drivers to Shrink Opportunity Gap
2:45 p.m. – 3:00 p.m.- BREAK
3:00 – 4:00 p.m. - Brand Value Research
o Brand Value Models
o Traditional Measures and Limitations
4:00 – 5:00 p.m. - Brand Value Model & Brand Value Equation
o Consideration Sets
o Hierarchy of Value
o Value Drives Choice, Choice Drives Loyalty
o Segmentation & Pricing Implications
o Examples (Starbucks Coffee Company, Cascade Engineering,
Mayo Clinic, Kellogg Company)
o Overnight Thought Problem: How might you apply the Brand Value
Model to your company brand, your product and service brands?
What issues would you address? What value could be created?
Impact on ‘Opportunity Gap? Be prepared to discuss in the
morning…
5:00 p.m. – End of Day 1: Adjourn
Day II
8:00 – 8:30 a.m. - Continental Breakfast
8:30 – 9:00 a.m. – Recap and Discussion
o BVM Discussion
o Brand Strategy and Management SIG
9:00 – 10:00 a.m. - Competing for Customers and Capital
o How to Talk the Language of the Boardroom and the Executive Committee
o How does this apply to your company/situation?
10:00 – 10:15 a.m. -BREAK
10:15 – 11:15 a.m. - Building a Brand Measurement/“Pull Branding” Culture and Toolkit
o Vision, Mission/Purpose and Values
o What Types of Data are Best for My Company? – List
o Associated Measurements and Frequency of Measurement (Push vs. Pull, S.T. vs. L.T.)
o Brand Pillars and Service Flow ‘Drivers,’ Service Mapping
o Restaurant Example
11:15 a.m. – 12:00 p.m. - Barriers to Implementation & How To Overcome
o Discussion
12:00 – 1:00 p.m. – LUNCH
1:00 – 3:00 p.m. – Workshop
o Describe Case Study
o Break-out Groups
Use Workbook
• Detail Your Assumptions
3:00 p.m. – 3:10 p.m. – BREAK
3:10 – 4:00 p.m. – Workshop (Continued)
o Present Findings and Solutions
• Identify Value Drivers and KPI’s
• Frequency of Measurement
• How Performance Improvements Will Be Maintained Across
Organization
• Expected Outcomes in Terms of KPI’s and Shareholder Value
4:00 – 4:30 p.m. - Discussion:
o “Lessons Learned.”
o What will You Do When You Get Back To Work?
o Review of “What do you want to leave here with?”
4:30 – 5:00 p.m. – Debrief
5:00 p.m. - Depart