Take internal branding from complexity to clarity through these interactive workshops guaranteed to jumpstart your conference experience. These workshops are a great opportunity to advance your learning and network with fellow attendees while taking a hands-on, common sense approach to mastering internal branding that will enhance your understanding of the informative case study presentations throughout the entire conference.

9:00 a.m. to 12:00 p.m.
MORNING PRE-CONFERENCE WORKSHOP A
Registration and continental breakfast will begin at 8:30 a.m. for the morning workshop attendees.

How To Maximize The Effectiveness Of Your Internal Branding Campaign: Putting Five Brand Realities Into Practice

How do you successfully answer the ever-increasing challenge to grow your business, even in the face of slashed budgets? It's time to re-launch a service provided by your company in order to stay innovative (and stay ahead of the competition), but how do you make it happen successfully and without destroying your customers' trust? In other words, how do make near-miracles happen for your business and yourself? It all boils down to understanding the true essence of the brand and putting its truths into practice.

• Brands are about feelings, not about facts and figures. Understanding how employees and customers FEEL can reveal insights that conventional marketing research cannot and can be more valuable to creating long-term relationships and building brand value.
• The brand is the world's most powerful business tool, but is often the least understood. When it's time to aggressively grow the business, breathe new life into a product or service or even protect the company image during a crisis, your brand is your biggest asset.
• The brand is not part of the business; it IS the business (brand = promise = action = image). And executing on the brand strategy must be the responsibility of all parties, from the corporate CEO to the admin and from the agency general manager to the account executive.
• The little things you do are far more important than the big things you say. By following through on your brand promise, you foster trust among both employees and customers, thereby building brand value and encouraging business growth.
• Brand building is common sense, but could be more common in business. It's important for organizations to realize that every brand is a story -- that's how humans learn best. How will your story be told?

• Comprehend the five essential truths of branding and how to implement them within your own organization
• Create and/or strengthen your brand position statement
• Analyze your brand promise
• Evaluate your brand touch points
• Identify whether or not your brand touch points and brand promise are in
  alignment -- and make sure they're in sync

WORKSHOP LEADER: Daryl Travis is CEO of Brandtrust and for more than 20 years, he has advised some of the world's largest and best-known brands and counseled senior marketers on emotional branding. His clients have included American Express, Craftsman, Discover, Easter Seals, FedEx, GE, Harley-Davidson, HP, Kraft, Kimberly-Clark, Motorola and Tropicana, among others. Travis is a renowned speaker and author of a powerful book, "Emotional Branding: How Successful Brands Gain the Irrational Edge." He is also in the midst of writing a second book that will reveal how new understandings of brain science and psychology are making many old-line marketing and research methods obsolete.

Testimonials From Past Daryl Travis Sessions:

"Excellent information – the most worthwhile session I've attended in years!"

"Interesting, engaging, eye and mind-opening."

"Phenomenal session… well worth staying for."

"Best presentation overall!"

12:00 p.m. to 1:30 p.m.
Afternoon Break / Lunch On Your Own

1:30 p.m. to 4:30 p.m.
AFTERNOON PRE-CONFERENCE WORKSHOP B

A Step-By-Step Framework For Implementing New Internal Branding Processes For Organizational Effectiveness:
How To Operationalize Employees To Understand, Be Motivated, Inspired And Engaged Through Effective Internal Branding, Messaging And Fresh Creative Ideas

This workshop will teach you how organizations can take advantage of new ideas in internal branding planning that yield stronger employee engagement and commitment that ultimately saves time, money and effectiveness. The benefits of using these new approaches are: more enthusiastic employees; greater understanding of the company's vision; improved commitment; and new employee behavior that supports the organization's goals.

• An effective step-by-step framework for effective internal branding that covers the theory, messaging, tactical planning, program management and measurement processes to track results and impact
• The process of creating a message architecture and experiential tactical plan--message architecture is the process of building a comprehensive internal message that is clear and understood, relevant and personal and suggests the right behavior one should adopt
• How to make internal branding effective to your audience in a meaningful way by understanding the importance of tactical resonance and message relevance
• How to create a message matrix - understanding the value of communicating the right message, to the right audience, at the right time. A message matrix is an easy road map or chart for effective planning
• Methods for tactical planning and group brainstorming that yield greater employee participation and internal buy-in that are fun and engaging
• Criteria and methods for measuring results

WORKSHOP LEADER: Allan Steinmetz is CEO and Founder of Inward Strategic Consulting, a national firm that specializes in internal/external branding strategies, change management, change communications, management vision alignment and market research. He is a sought after speaker and interactive trainer. Previously, he was Senior Vice President and Corporate Director of Marketing for Arthur D. Little. Prior to ADL, he was the Worldwide Director of Marketing and Communications for Andersen Consulting. Prior to Andersen he was with Young and Rubicam for ten years as Senior Vice President and Director of Marketing in a variety of roles.

Testimonials From Past Allan Steinmetz Sessions:

"This workshop helped me see the light at the end of a (very dark) tunnel.
Comprehensive, but great!"

"Very practical and useful!"

"This was an outstanding workshop – totally worth participating in this!"