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Masterclass Neuro Brand Strategy
Tue 21 March 2017, 09:00 – 12:00 CET
Boost your brand's positioning
This Masterclass exposes you to a new way of developing an effective brand strategy that has the potential to boost your return on your marketing investment.
At its core, brand strategies aim at associating brands with particular attributes, capabilities and qualities. You will explore how you can boost your brand’s positioning and your market share by managing these associations effectively and efficiently.
You may be surprised to find that many complex marketing challenges become straightforward when you focus on the essence of how to create a powerful brand in the consumer’s mind: How to disrupt as a challenger brand? How to revitalize a mature, major brand? How to maintain your position as a leading growth brand? How to monitor your brand’s progress effectively?
Finally, we are looking ahead. How will technological developments change the market and marketing practices and how do you need to adapt your brand strategy to be successful in a market and operating environment that will be very different from todays?
In this Masterclass you will address these and other challenges and leave with practical guidelines, concepts and strategies you can apply to boost your brand’s positioning and success in the market place.
Who should attend?
The Brand Strategy Masterclass is designed for executives and business owners who are the custodians of brands, responsible for decisions that will ultimately decide the future of their brand.
The Masterclass will be presented in English, however, you can ask questions and contribute to discussions in English, German, Italian, Dutch or French.
Dr Peter Steidl
Peter has carried out assignments in 20 countries on five continents, counting Fortune Global 100 corporations, start-up companies, professional services firms, federal and state government agencies and not-for-profit organizations amongst his clients.
Peter has an MBA (Wirtschaftsuniversitaet Wien) and PhD (Universitaet Wien) and has served on the permanent staff of the Wirtschaftsuniversitaet and Adelaide University (Australia), taught Corporate Strategy and Marketing in the MBA program and held a Visiting Adjunct Professorship at the Department of Computing, Curtin University (Australia).
He has published 10 books and his articles, interviews and commentaries have appeared in journals, trade publications, radio and TV interviews in Australia, Austria, Belgium, Denmark, Germany, Hong Kong, Iran, Singapore, Turkey, the United Kingdom and the United States.
Bart studied political sciences, philosophy and communication science at KULeuven Belgium. After 15 years in executive management positions in several Swiss startups, Bart founded his own consulting company TM Tandem Marketing sàrl in 2003.
After reading Gerald Zaltman's book "How Customers Think" in 2004 he started his journey in the field of Neuromarketing. In 2012 he was one of the pioneer members of the NMSBA, a worldwide organization of Neuromarketing professionals and researchers. Bart is a professor at the Fribourg School of Management and the University of Applied Sciences in Lausanne, teaching strategic management, international management and neuromarketing.
Bart cofounded with dr. Peter Steidl and dr. Jan Raes HONEUR or the house of Neuromarketing which mission is to to provide the marketing and communications community with insightful and comprehensive training and practical workshops to help them integrate the intuitive human being into their daily work.