Going Beyond The Logo To live the brand Brands in Asia

Transcription

1 Going Beyond The Logo To live the brand Managing & Building Brands in Asia September 2007 * Marina Mandarin Hotel, Singapore Diverse case studies and experience from leading international brands Save $200 Register & pay by 17 August 2007 Also Featuring Jayant Murty, Brand Manager Asia Intel, Hong Kong Melvin Lim Deputy Director Segment Marketing SingTel Jeff Bradley Operations Director & Regional Brand Director for P&G Asia Pacific Leo Burnett, Hong Kong Kenneth Teang Principal Consultant OIG International Tony Boatman Group Marketing Manager Entertainment & Devices Division, Southeast Asia Microsoft Singapore Herman Lundquist, Senior Marketing Manager Business Imaging Solutions Division, South & Southeast Asia Canon Singapore Goh Chee Kong Vice President Corporate Marketing & Communications SMRT Expert insights from brand and marketing consultancies Dr Paul Temporal Group Managing Director Temporal Brand Consulting Oz Aksugur Director Consulting, Strategy, Marketing blue-interactive Marketing Dr Lau Kong Cheen Brand Consultant Temporal Brand Consulting Jim Avery Director of Brand Planning Brandz Group, USA Kim Chun Wei Managing Director Ukulele Brand Consultants Jon Tan Principal Consultant & General Manager Brandz Associates, Malaysia Charu Aggarwal Harish Regional Communications Planning Director Grey Global Group Asia Pacific Brenda Klein Regional Creative Director Brandz Addison William Lim CEO Old Chang Kee Plus Separately Bookable! Workshop A: BUILDING WORLD-CLASS BRANDS Led by Douglas Dean, Managing Partner The Tomorrow Group 2 full day parallel PRE-CONFERENCE WORKSHOPS 19 September 2007 * Wednesday Workshop B: BREEDING SUCCESS WITH NON-INTANGIBLE ASSETS (NIA) Led by Shen Chang, Director of Business Operations, Must know strategies Brandz Group & Jon Tan, Principal Consultant & General Manager, and techniques for Brandz Associates, Malaysia successful brand building, management and delivery l Find out how Microsoft Singapore developed a comprehensive organisational strategy to deliver the brand to a defined market l Discover the challenges, rewards and ongoing developments of Canon Singapore s re-branding campaign l Move beyond the logo to develop the brand as an organisational culture l Deliver a consistent brand message across all customer touch points to enhance brand loyalty l Build and grow foreign brands that can relate to the Asian perspective l Understand consumer preferences and values to create brand relevance and usability for diverse markets l Turn employees into brand ambassadors to reinforce and enhance the brand message within the organisation and externally l Transform brands into lifestyle choices to keep pace with customer sophistication and expectations l Leverage events and sponsorship to enhance brand communication to target consumers l Overcome the challenge of product commoditisation to create brand differentiation l Exchange innovative ideas and thoughts with industry distinguished brand leaders to develop more complex brand delivery l Gain invaluable insights from brand experts as they share case studies of successful brands in the region Organised By: endorsed By: or Supporting Organisations: Special discount of 10% to members of DMA, HKDMA & MIS Official media:

2 Innovative ideas for local and international brands Day One 20 September 2007 thursday 8:00 Registration and Morning Coffee 9:00 Chairperson s Opening Address William Lim, CEO Old Chang Kee 9:15 Strategies and techniques to create brand differentiation A Creating differentiation in a world of increasing product commoditisation A Key techniques for creating differentiation: G Price G Distribution G Design G Packaging G Customer service G Entertainment G Lifestyle dr Paul Temporal, Group Managing Director Temporal Brand Consulting 10:00 Aligning CSR efforts with your brand s corporate objectives - the SMRT experience Goh Chee Kong Vice President Corporate Marketing & Communications Smrt 10:45 Morning Refreshment 11:00 Working for a foreign brand and ensuring its success in Asia A An assessment as to why it can be very difficult to roll out foreign brand strategy in Asia A Understanding brand values and objectives A Understanding why and how the brand messages were identified and communicated A Assessing if these can fit into an Asian perspective A Testing and trialling A Delivering different messages via different media without losing the overall impact and value of the brand Jayant Murty, Brand Manager Asia Intel, Hong Kong 11:45 Old Chang Kee s case experience on successfully growing a local brand and increasing brand awareness regionally A Tailoring unique branding strategies specifically for SMEs A Examining the branding processes for SMEs A IP in branding: Protecting of your brand A Venturing out of the local market: Going overseas with your brand A Sharing experiences of Old Chang Kee William Lim, CEO Old Chang Kee 12:30 Lunch 1:45 Going beyond your existing commercial boundaries: utilising your brand to enter new geographical Asian markets How do the most successful marketers in Asia expand the brand footprint across geographies and value segments? This session will explore examples from global brands which have cultivated very strong local consumer bonds. Find out how to establish brand relevance, even amongst the lowest-income end of the Asian consumer spectrum, without diluting what the brand stands for. A Researching new target markets to understand customer requirements and values A Assessing brand relevance and usability for that market A Leveraging existing strengths and channels A Assessing price, packaging and naming A Changing the messages while avoiding dilution Jeff Bradley Operations Director & Regional Brand Director for P&G Asia Pacific Leo Burnett, Hong Kong 2:30 Revisiting the fundamentals: What is a brand and what can it do for your organisation A Examples of powerful brands and what they mean for an organisation A Going beyond the logo and name A Delivering the brand at all customer touch points A Branding as an organisational culture Jim Avery, Director of Brand Planning Brandz Group, USA 3:15 Afternoon Refreshment 3:30 Critical success factors in choosing and creating brand identities A A few examples of disastrous product and brand names A Determining the current and future likely international footprint of the brand and name A Design and packaging considerations A Creating differentiation Brenda Klein, Regional Creative Director Brandz Addison 4:15 Environmental Branding I love shopping! That s what every retailer and company love to hear from their customers. Not just shopping, but how to make customers stay longer and spend more in their shops. Environment plays an important role for customers to Experience the Brand. Interactive and unforgettable experience creates a strong mind share and loyalty in the customers. While most companies focus more about the brand name, advertisement, product packaging as part of their brand building process, this presentation

3 explores the 4 th touch point for brand (besides product, service and communication) ENVIRONMENT. Kenneth Teang, Principal Consultant oig International 5:00 End of Day One Day two 21 September 2007 friday 8:30 Morning Coffee 9:00 Chairperson s Opening Address Kim Chun Wei, Managing Director Ukulele Brand Consultants 9:15 Understanding branding as an operational culture and not just a logo A Accepting that what your customers think of you is precisely what your brand is A Going beyond the logo to identify a realistic and achievable brand image A Assessing every single customer touch point that can affect brand image A Developing an holistic organisational strategy to incorporate and deliver the brand Tony Boatman Group Marketing Manager Entertainment & Devices Division, Southeast Asia Microsoft Singapore 10:00 Successfully working with creative partners to drive appropriate brand messages A The need for clear briefs and objectives in campaigns A Choosing an agency that has values close enough to your organisation A Continual evaluation and assessment at key product stages A Building on the working relationship Melvin Lim, Deputy Director Segment Marketing SingTel 10:45 Morning Refreshment 11:00 Implementing a genuine brand strategy across the organisation and getting buy-in and empowerment from the top Learn from Canon s rebranding of B2B offerings in South and Southeast Asia, a regional branding campaign across many channels that started in 2006 with focus on brand awareness. In 2007, the campaign progressed to Phase 2, focusing on leads generation. A Recognising that branding involves all people and operations and not just the logo and name A Aligning branding to organisational mission and objectives A Gaining the backing of the board to the brand strategy A Appointing a brand champion A Developing a detailed roll out programme to communicate and implement brand strategy A Taking feedback and making changes Herman Lundquist Senior Marketing Manager Business Imaging Solutions Division, South & Southeast Asia Canon Singapore 11:45 Inspiring Asian Brands A Branding in Asia A Going global with Asian brands A Defining a clear brand ideology intrinsic and distinct to your strategy A Creating and dominating your own brand space A Spreading the Asian legacy Kim Chun Wei, Managing Director Ukulele Brand Consultants 12:30 Lunch 1:45 Assessing the evolving transition of brands into lifestyle choices and the response necessary from brand owners A Moving from a functional and needs based life to one of choice and wealth A Increased sophistication in segmentation to accurately assess your customer s own positioning A Recognising brands as aspirations, dreams, desires and achievement A Keeping pace with customer development and increasing sophistication Dr Lau Kong Cheen, Brand Consultant Temporal Brand Consulting 2:30 Turning your employees into brand ambassadors and leveraging this often unused asset A Are your employees living the brand values? A Closing the gap in desired brand delivery and shortfalls in employee acceptance and understanding A Surveys and assessments to determine the gaps and required actions A Examples of communications programmes to involve and inspire employees A Reinforcing and enhancing the message consistently Jon Tan, Principal Consultant & General Manager Brandz Associates, Malaysia 3:15 AFTERnoon Refreshment 3:30 Shifting Brand paradigms moving beyond rational differentiation to cultural engagement Brands are moving quickly from a focus on functional excellence and style to a focus on more culturally relevant meanings. These meanings help in forging For enquiries and registration: CALL (65) or (65)

4 Separately Bookable! relationships that override rational choices. This talk will focus on the success factors for driving these engagements especially in Asia. A What consumers consider to be the important things in life A What their dreams and aspirations are A Whether they will spend more in this high stress world A Whether they warm up to the advertising messages today Charu Aggarwal Harish Regional Communications Planning Director Grey Global Group Asia Pacific Workshop A Douglas Dean is Managing Partner for The T o m o r r o w Group Ltd, a communication a g e n c y s p e c i a l i s e d in branding, marketing and interactive. Doug has extensive senior executive and consulting experience in both Fortune 100 and entrepreneurial organisations. His diverse experience includes Chief Marketing Officer for a Volkswagen Brand Unit, founder and Director of Marketing for General Motors International Operations, Vice President for Sales & Marketing for the Ecole Hoteliere de Lausanne and management consultant reporting directly to the CEO of Nestle Nespresso. This exceptional background affords him a unique understanding of global markets and brands. or Workshop B BUILDING WORLD-CLASS BRANDS Led by Douglas Dean, Managing Partner, The Tomorrow Group Workshop Objectives In today s competitive marketplace, effective brand management is key to achieving and sustaining business success. Business leaders need to have a brand strategy that will differentiate their company from the competition in the eyes of their target market. They also need to develop and execute a robust action-plan that ensures the strategy is properly implemented. This one day seminar provides senior managers with the fundamental knowledge and tools required to develop a comprehensive brand strategy and execute an effective brand-plan. Upon completion of this seminar, the participants will be able to: n Understand brands and brand management n Initiate a brand strategy for your company using acquired skills and tools n Develop a comprehensive brand-plan (action-plan for execution) Workshop Outline 4:15 Simple techniques for leveraging the branding budget and getting more for your dollar A Moving from being a cost centre to a profit centre A Using direct marketing techniques to augment traditional branding efforts A Role of online tools in branding A Tracking your brand in an increasingly community based online world Oz Aksugur Director Consulting, Strategy, Marketing Blue-Interactive Marketing 5:00 End of Conference 2 parallel exciting pre-conference workshops Workshop content includes lectures, case studies and in-class exercises Section 1: Understand the fundamentals of Section 4: Differentiate your Brand Brands and Brand Management n Comprehend the principal of positioning n Define Brands and their value n Determine your core values and key criteria n Understand Brand leadership for differentiation n Learn from others n Link your positioning to the product & service offers Section 2: Target your market n Define key market segments n Understand the target customer needs n Develop your Brand leadership Workshop timetable 19 September 2007 * Wednesday Section 5: Make it happen n Define key processes and procedures n Develop a Brand oriented organization n Establish an implementation plan Registration starts at 8.30am; Workshop commences at 9:00am and concludes at 5.00pm. Workshop materials, lunch and refreshments will be provided. BREEDING SUCCESS WITH NON-INTANGIBLE ASSETS (NIA) Led by Shen Chang, Director of Business Operations, Brandz Group & Jon Tan, Principal Consultant & General Manager, Brandz Associates, Malaysia Shen Chang is a social science communications graduate from the Universiti Malaya with more than to 20 years of experience in the industry. He commenced his career with Ogilvy & Mather in Malaysia, before joining Ted Bates, Batey Ads Malaysia and subsequently, Asatsu. At Brandz Group, Shen brings with him a wealth of experience in revealing the most appealing aspects of a brand with clarity, impact and relevance. He has worked with brands from a wide spectrum of industries. Workshop timetable Registration starts at 8.30am; Workshop commences at 9:00am and concludes at 5.00pm. Workshop materials, lunch and refreshments will be provided. After his stint as a journalist and editor, Jon Tan has served in international agencies such as Naga DDB, AMC-Saatchi & Saatchi and Angsana-Standard (Japan), in various senior capacities, including Brand Strategist, Group Creative Director and Head of Copywriting. His accomplishments include successful Brand Positioning for international clientele and Malaysian conglomerates, such as the 15-year still-running Smart Like You Brand Positioning for Perodua Kancil. He has won numerous international and national awards in Brand Communications and Creativity, such as the World PATA Travel Award (for Malaysia Airlines), Kao Japan World s Best TVC of the Year, TV3 TVC of the Year (1993) and other Malaysian Kancil Awards. For more information on this Workshop, please contact Marcy Chong at marcy.chong@abf.com.sg

5 Building, managing, delivering and living the brand! In a market of consumer apathy and endless new media channels and communications, capturing the attention of customers and creating brand loyalty is harder than ever. Organisations are striving to be more creative in building, maintaining and communicating a brand. Furthermore, organisations see the importance in ensuring that brand values are inherent throughout the organisation and its people are more than simply a logo or an image. With far too many events out there simply regurgitating the basics of brand management, and many more exploring irrelevant international brands and their values, there has never been a better time to focus on brands in Asia. This means how Asian brands can expand beyond the local market and how international brands can be moulded to work in Asia. This unique 2-day Conference on Managing & Building Brands in Asia aims to transfer skills and stimulate innovations for brand practitioners who own the task of spending the budget and making it work. With real life case studies from major brands and practical techniques from brand experts, this will be a highly practical yet inspiring event that covers the 3 crucial areas to successful brand development and management. 4 The needs and challenges of local brands 4 How foreign brands can be developed to suit an Asian environment 4 How local brands can transfer to other parts of Asia This must attend Conference will feature branding experts whom will share cutting edge trends and strategies that will take your brand to the next level as well as a cannot miss sharing of success stories from prominent Global and local Brands including: v SingTel v Intel v Microsoft v Canon v SMRT v Old Chang Kee Plus 2 Separately Bookable parallel exciting Pre-Conference WorkshopS 19 September 2007 * Wednesday Workshop a or Workshop b BUILDING WORLD-CLASS BRANDS Led by Douglas Dean, Managing Partner, The Tomorrow Group BREEDING SUCCESS WITH NON-INTANGIBLE ASSETS (NIA) Led by Shen Chang, Director of Business Operations, Brandz Group & Jon Tan, Principal Consultant & General Manager, Brandz Associates, Malaysia who should attend Corporate & multi-site MNCs including top and middle management staff from consumer companies l Brand Management Directors l Brand Managers l Marketing Directors l Communications Directors l PR Directors l Chief Marketing Officers l Product Managers Key benefits of attending 4 Customise effective brand strategies for Asian consumers 4 Create synergies between the business, brand and people 4 Quantify ROI and business value of brand initiatives 4 Find out how to align your brand to consumer lifestyle choices 4 Discover how to create a consistent consumer brand experience across all channels 4 Learn how to rejuvenate an existing brand 4 Understand and distinguish the Asian market from the rest of the world 4 Explore alternative strategies and approaches implemented by prominent organisations REGISTER EARLY TO ENJOY EARLY BIRD SAVINGS & GROUP DISCOUNTS! SIGN UP TODAY TO RESERVE YOUR PLACE! Call our customer service hotline at (65) or fax us at (65) or to marcy.chong@abf.com.sg

6 Registration Form Managing & Building Brands in asia Conference (20-21 September 2007) & Workshop (19 September 2007) Marina Mandarin Hotel, Singapore g Yes! Please register the following delegate(s) for this Conference (Please photocopy for more delegates) Please tick (4) your choice session(s) n 2-Day Conference + 1-Day Workshop [ A g or B g ] n 2-Day Conference only n 1-Day Workshop [ A g or B g or A and B g ] g I am unable to attend but please put me on your mailing list I wish to claim 10% discount as a member of g DMA or g HKDMA or g MIS Membership no. (please fax us your membership card) Name:(Dr/Mr/Mrs/Ms): Job Title: Name:(Dr/Mr/Mrs/Ms): Job Title: Approving Manager: Job Title: Company: Address: Tel: Fax: Booking Contact: Nature of Business: Company Web site: Conference Venue & Accommodation Information Marina Mandarin Hotel, Singapore 6 Raffles Boulevard Marina Square Singapore Tel:(65) Fax:(65) Website: Attn: Room Reservation Department For reservations, please make your bookings directly with the hotel. To enjoy the special room rates, please quote Asia Business Forum s Managing & Building Brands in Asia. Hotel bills are to be settled by delegates directly with the hotel. Hotel reservations and travel arrangements are the responsibilities of the registrant. Please note that hotel rooms are available on a first-come-first-served basis. Incorrect Mailing Information It is possible that you may receive multiple mailings of this event or incorrect company details on the labels, for which we apologise. If this happens, please let us know so that we can update our database immediately. If you do not wish to have your name on our mailing list, please let us know and we will remove it from our listing. For Official Use FEE RECEIVED ADMISSION FORM SENT 1876S/SW/GH MIS June easy ways to register Telephone: (65) or (65) Fax: complete and send this registration form to: (65) Mail: this completed form together with payment to: Asia Business Forum (Singapore) Pte Ltd 3 Raffles Place #08-01 Singapore WEB: marcy.chong@abf.com.sg shirley.chia@abf.com.sg Your investment for attending this Conference is: Regular Fee Early Bird Fee (If Payment & registration are received by 17 August 2007) Conference Only S$2, % GST* S$2, % GST* Workshop Only (A or B) Conference + 1 Workshop (A or B) S$1, % GST* S$3, % GST* S$1, % GST* S$3, % GST* Note: *GST is only applicable to Delegates from Singapore. The fee includes lunch, refreshments and conference documentation. Group Discount: Enjoy a group discount of 10% for 3 or more delegates registered at the same time from the same organisation and of the same billing source. MethodS of Payment g Please cross cheque or bank draft made payable to ASia BUSINESS FORUM (Singapore) PTE LTD and mail your payment together with this registration to 3 Raffles Place, #08-01, Singapore Enclosed is our cheque/draft for S$ g Overseas delegates may pay by telegraphic transfer into the account of Asia Business Forum (Singapore) Pte Ltd which is: Account No , The Hongkong and Shanghai Banking Corporation Limited, 21 Collyer Quay, #01-01 HSBC Building, Singapore Please quote our reference no. 1876S and your Company s name in your payment instructions. g Credit Card (amex only) Please debit my Card Number: g Visa/mastercard Please debit my Card Number: Card Holder s Name Signature Expiry Date / Important Notice: Payments are required with registration and must be received prior to the Conference to guarantee your place. Walk-in delegates will only be admitted on the basis of space availability at the Conference and with immediate full payment. Cancellations & Transfers If you are unable to attend, a substitute delegate is welcomed at no extra charge. Please provide the name and the title of the substitute delegate at least 2 working days prior to the Conference. A refund less S$300 administration charge will be made for cancellation received in writing on or before 30 August Regrettably, no refund can be made for cancellation received after this date. A complete set of documentation will however be sent to you. The organiser reserves the right to make any amendments and/or changes to the programme, venue, speaker replacements and/or topics if warranted by circumstances beyond its control.