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Dear friends,

AS YOU MUST BE TOLD: Your value to the customer is what separates you from your competition. Your value is carried by your BRAND.

We know how important brand equity is in today's over overcrowded market, even if some of us don't know exactly what it entails.

Brand equity is the outcome related to how your customer recognizes your differences from your competitors and why you are the better alternative. It's the value of your brand to the customer. And your value to the customer is what separates you from your competition. It's what makes customers loyal to your brand and motivates them to refer to their friends.

However, the biggest misconception in branding strategies is the belief that branding is about market share when it is really always about 'mind and emotions share'.

A recent New York Times article says that 'over the last 50 years the economic base has shifted from production to consumption. It has gravitated from the sphere of rationality to the realm of desire; from the objective to the subjective: to the realm of psychology.

Consumers today expect their brands to know them - intimately and individually - with a solid understanding of their needs and cultural orientation. The traditional marketing philosophies are not able to encompass these complexities. A new way of thinking would need to be adopted, and welcome to the world of Emotional Branding.

What is Emotional Branding?

Emotional Branding provides the means and methodology for connecting products to the consumer in an emotionally profound way. It focuses on the most compelling aspect of the human character; the desire to transcend material satisfaction, and experience emotional fulfillment. A brand is uniquely situated to achieve this because it can top into the inspirational drives which underlie human motivation.

Branding is not only about ubiquity, visibility, and functions: It is about bonding emotionally with people in their daily life. Only when a product or a service kindles an emotional dialogue with the customer, can this product or service qualify to be brand.

Why Do You Need Branding?

Because it is by far the most accurate and effective way to position your product or service in the marketplace in a competitively superior way.

Because you will create customer loyalty and we all know the value of repeat business versus finding new customers.

Because there is so much communications clutter in the commercial marketplace that you can't be heard without a powerful identity.

Because brands add intrinsic value and improve bottom line performance.

Because a brand defines the core business strategy for an organization in a way that no other business planning discipline can touch.

Because without it your competition will bury you.

What is this workshop all about?

In BRAND or PERISH you will learn that our true nature is self- centered. We have desires and we want them fulfilled. Emotional Branding pushes that "hot" button, hitting on those self-centered desires that we often sublimate. The rational part of the brain might want a fuel-efficient car, but the self-centered, evolutionary part of the brain wants.

This workshop is designed to introduce the principles for strengthening the impact of emotional brands to the benefit of internal and external marketing practitioners. More generally speaking, to enable participants to think about effective emotional brand strategies in a more thorough (less superficial), more comprehensive and more strategic way - i.e. growth oriented - way

Why this workshop?

For too long, organizations and marketers have ignored the basics of how human beings are wired and how they work emotionally. And as a result, the effectiveness of their marketing and advertising suffers. Organizations and marketers who understand the emotional triggers and genetic characteristics of their consumers are better able to persuade and convince them with their branding and marketing programs. BRAND or PERISH explores these evolutionary traits in ways organizations and marketers can easily understand, so they can better leverage these primary human drivers of behavior for greater success.

You will learn how to:

1. Fuel strategic creativity for developing and evolving brand concepts ("thinking outside the box")
2. Enhance effective communication with creative agencies (by using the same strategic language)
3. Arrive to a more targeted and economic use of market research (by specifying more clearly what needs to be found out)
4. Focus and streamline the overall marketing mix to follow one big idea

What else you will get from this workshop?

	30 days Tele-consultation
	Bestseller - The Psychology of Persuasion

Course Leader

Dr Lal Sujanani's diverse background in Business & Entrepreneurial consulting, database marketing, advertising, retail and business management has given him the vision to understand the impact relationship marketing has on a company, and the skills to implement that vision. His 24 years experience specializing in psychological approaches to leadership, human potential development and corporate culture transformation has positioned him as a renowned transformational coach, keynote speaker and trainer in the Asia Region.

Perhaps due to his curiosity and investigative nature, or perhaps due to his affinity for strategic thinking, Lal has developed an approach that enables him to evaluate research data and extract a brand's special essence in a way that is both intuitive and highly sophisticated. With an emphasis in corporate and product brand identity, Lal continues to refine the methods of cognitive & behavioral, processes and makes an even greater impact on his client's bottom line. His results-driven attitude is reflected in the organization's ability to combine the strategic and tactical to create customer relationship programs that work in the real world.

Fondly called a 'Mind Shovel' Lal is a visionary with more than 2 decades of experience in the field of strategic thinking, mind mapping, and process implementation. His content high programs which are a blend of memorable illustrations, results - producing, techniques and tasteful humor give listeners proven step-by-step strategies for increasing their personal and professional effectiveness. He says "if you can be abstract, you will allow yourself to see the solutions"

Who Should Attend

Executives, managers and directors vested in areas of corporate marketing & communications, corporate objectives, product development, public relations, brand development and image & media consultations.

Workshop Size

Registration is strictly to the first 25 people. This cannot be altered. If the past is any indication of the future, spaces fill up very quickly. If you are interested in attending, call us now or download the registration form here and fax it back to us at ++6 03 40235716.

HRDF Claimable

This workshop is claimable under the HRDF SBL Scheme. Checks with your department to make sure you are eligible.

Tax Deductibility

In all likelihood this seminar is tax deductible. Check with your accountant to be sure.

Workshop Investment $$

RM 1890.00 per delegates. This includes all workshop materials. Lunch will be provided.

Early Bird Offer!!

If you register yourself EARLY, you will enjoy a discount of 5%. For more information, please refer to the registration form here.

Group Discount!!!

If you register in group of 3 persons or more, you will enjoy additional 5% discount, and if your group are 5 persons or more, you will get a much greater discount of 7%, and 10% discount shall be entitled for group of 8 persons or more. So get your friend or colleagues to register with you!

If you like what you have gone through so far, you may register yourself by downloading the full brochure here , and fax the registration form back to us at ++6 03 40235716. And if you happen to have some friends or colleagues who are looking for ways to improve their dealer sales performance, please forward this link to them.

Yours Sincerely,
ProInSales.com
Tel: ++6 03 40216000
Fax: ++6 03 40235716
Email: pis@proinsales.com