Positioning Your Brand at a Time of Crisis - How Everyday Leaders Build Irresistible Brands

Positioning Your Brand at a Time of Crisis - How Everyday Leaders Build Irresistible Brands

What you can expect to learn

• Learn specific courses of action and the required mindset for leading and marketing through the COVID-19 crisis.
• ​Recognize the silent seduction that causes the vast majority of long-term marketing strategies to fail. 
• Grasp why brand leadership and high-level strategy are acts of intuition and creation, not data and analysis.
• Appreciate why there is a new sense of urgency to challenge accepted notions of how long-term brand-building really works; especially as it relates to the role of leadership and creating modern-day legacy. 
• Discover Four Common Characteristics shared by legends like Einstein & Edison; Ford & Picasso and how they can be adapted by any leader in any industry or product/service category.
• Gain deeper respect for the ancient art of Story Telling and how it serves as the timeless foundation for any ?pull? marketing strategy that magnetically attracts legions of customers and fans. 
• See value in developing a long-term content marketing strategy aligned to brand values and vision. 

 
Session 1: How Brands Should Behave in Crisis

• Recognize how Black Swan Events create opportunity for those who are willing to pivot.
• ​Why your current definition of marketing needs to be re-defined before new, responsive communication tactics can be re-deployed.
• Three practical tips for any leader to implement right away to energize your people and instill public confidence

 
Session 2: How Brands Connect & Stay Relevant

• Recognize how the most relevant digital platforms have crushed the traditional media-industrial complex and leveled the marketing playing field; allowing customers to spread your unique message on your behalf
• ​Embrace the advantage of having a Human Face in the Digital Space and develop a distinctive brand personality.
• Why the power of on-line video is the undisputed #1 way to connect with your audience, earn their trust and inspire them to share your stories and content. 

 
Session 3: How Brands Stand Apart and Turn Customers Into Fans

• Define the Language of Your Category and discover the road that none of your competitors are taking. 
• ​Why Differentiation & Relevance are a combustible Speed Strategy that allows you achieve your business and branding goals faster.  
• Three proven ways to plan for and allocate resources to generate organic Word-of-Mouth marketing.  

Session 4: How Brands Become Legendary

• The Four Universal Characteristics of Legendary Leaders.  
• ​The Universal Source Code of any Legend; whether it be an ordinary person, historical figure, place, significant event, priceless object or fictional character. 
• Three universal elements of The Brand Communication Equation and why 
• The Seven Basic Plots are instrumental to your content creation efforts.  

About the Facilitator

Gair Maxwell 

Gair Maxwell is a global authority on helping organizations create iconic, larger-than-life brands that attract legions of customers and top talent without having to use any pushy sales or marketing tactics. The impact of the trickle-down effect can be enormous for any company, community or career. Some organizations have achieved a 15-20X financial growth while becoming a much desired Category of One.