MARKETING IN A BRAND-CRAZED WORLD

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label Dezvoltare autorenew 2025-09-29, 16:55
by Al Ries, chairman, and Laura Ries, president,
Ries & Ries, Atlanta, Georgia, USA
Bucharest, November 5, 2008
Rin Grand Hotel, sala Amsterdam
Winners and losers used to be determined by price and quality.
That`s no longer true. We live in a world where consumers demand brands like iPod, Red Bull, Starbucks, Corona and many others.
But how do you build a brand when your resources are limited and the competition is unlimited? Al and Laura Ries will share the secrets of marketing success. Hint: It`s not money, it`s ideas that create successful brands.
08:30 – 09:00 Registration and opening remarks
09:00 – 10:30 Session 1
10:30 – 11:00 Coffee Break
11:00 – 12:30 Session 2
12:30 – 14:00 Lunch
14:00 – 15:30 Session 3
15:30 – 16:00 Coffee Break
16:00 – 17:30 Session 4 and Q&A
Session 1 - Endless opportunities to build new brands.
- The first law of marketing, the one that transcends all others.
- First in the mind vs. first in the marketplace.
- Selling and making a profit are two different things.
- Applying Charles Darwin`s theories to marketing.
Session 2 - Strategies to strengthen existing brands.
- What to do if you`re not the leader.
- When to launch a second brand.
- The Internet: An information or a selling medium?
- Expansion vs. contraction.
Session 3 - New techniques in executing branding strategies.
- Public relations replacing traditional advertising.
- The reinvention of advertising`s function.
- Owning a word in the mind.
- Creating credentials for your brands.
Session 4 - Traps to avoid in the brand-building process.
- The line-extension trap.
- The mushy middle trap.
- Avoiding common mistakes in logotype design.
- The future of global brands.