Branding and Identity Design (One-day Workshop) (BID101-SP)
This workshop will start with an overview of branding, including a deep dive on brand story, brand promise, and brand value. The way consumers connect and interact with brands and how companies communicate and market themselves has changed dramatically in the digital age. The spread of social media has enabled two-way conversations between companies and consumers, and has empowered consumers to share their thoughts and feelings - both positive and negative - about brands with thousands or even millions of other consumers. Fundamental changes in mass media along with the rise of so-called 'influencers' have led to consumers being bombarded with more messages than ever thought possible. By using case studies participants will work through how brand and brand story can drive communications strategy and messaging strategy. We will pay special attention to influencer marketing strategies in the digital age.This workshop will benefit anyone in or wishing to enter marketing, PR, or advertising, as well as those interested in better understanding how brand and branding affects the customer journey and the customer buying experience.
Mr. Blick has over 20 years of experience as a PR and marketing professional, consultant, corporate trainer and educator in numerous multi-cultural environments across a wide range of industries and has worked with some of the top brands in the world from consumer goods, finance and banking, automotive, transportation, and technology. He has extensive experience working in global and domestic PR agencies in Tokyo overseeing client services, leading account teams, and developing new and existing business. Mr. Blick is currently an independent PR and marketing consultant, and recruits for the industry through an independent boutique HR consulting firm. He is also a corporate advisor to Kowa Shoji Co., Ltd., a Japanese corporation primarily engaged in real estate, manufacturing, and import-export. Besides teaching PR and media relations at Temple University Japan's Continuing Education program, Mr. Blick lectures at Globis University MBA program and has taught various marketing courses at New York University SPS in Tokyo. He has also been a guest lecturer at Sophia University, International University of Japan MBA, and Aoyama Gakuin MBA, and he is frequently requested to speak at local professional events in and around Tokyo. Mr. Blick holds a Bachelor of Science in Business and Political Science from the University of Kansas and has almost 20 years of professional experience in Japan.
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