Workshop Description
There is a common misconception that a company’s brand is its logo and other visual aspects like its letterhead and in some cases, the uniform worn by its employees. While these certainly form a part of brand elements, a brand is much more than that. It is the relationship the business has built with its customers. It is the resonance that has been cultivated, that will ensure a strong and durable brand.
Workshop Objectives
This programme explores the advanced application of marketing to the innovative design and management of brands. Bringing together research on brand design and management, innovation, consumer behaviour and marketing communications, participants will be introduced to how brands are created to carefully targeted markets and audiences. Participants will also learn about and apply cutting-edge ideas and practices to explore the importance of design and innovation in branding. This workshop draws on the works of Dr. Kevin Lane Keller on building brand resonance.
At the completion of this workshop module, participants should be able to:
* Understand the importance of positioning for points of parity and points of difference
* Create a basic framework to brand their business using the brand resonance model
Dianne began her professional career in the finance industry. Her work in major banks included needs analysis and personal banking services for high profile customers and public listed companies. Dianne speaks at many conferences and conducts corporate training in the areas of people development, communication, customer service, branding, business image and financial management.
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With over a decade of experience in academic teaching, sales, marketing, branding and image consulting, Dr. Dianne Tsen brings a "grassroots" background to a career as a trainer in the professional business image and personal development. A certified practitioner of Neuro-Linguistic Programming Dianne effectively combines her image training, academic experience and corporate background in her unique workshops on Corporate Image and Personal Branding. She is also certified in Advanced International Business and Diplomatic Protocol by The European School of Protocol and The British School of Protocol, accredited by the British Accreditation Council.
Her company, Powerlooks Global Sdn Bhd conducts Corporate Image and Branding consultancy and training. She recently welcomed another associate ISW Intellectual Sdn Bhd into the fold and now counts Intellectual Property Consulting as another service she provides her clients.
Dianne uses a Matrix Branding System and contributes regularly to newspapers and magazines. On her radio show Impression Strategy with Dianne, she talks about how an image should be goal-oriented and how to build a purposeful brand. This system has helped many companies build strong brands that resonate with their intended customer base. On an individual level, the Powerlooks Matrix System has also helped many men and women project the brand and image they aspire to, as well as become the person they want to be to lead more fulfilling lives.
Dianne has been trained in an advanced colour analysis by Ann Reinten of The Australian Image Company and also Karen Brunger of The International Image Institute, Canada. Dianne is a Certified Image Consultant (AICI, CIC) and past treasurer of the AICI (Association of Image Consultants International). She is a lecturer on Branding and Marketing and conducting doctoral research on the same subjects.
Dianne is also a certified professional trainer with the IPMA (International Professional Managers Association) and PSMB (Pembangunan Sumber Manusia Berhad).
