Seminar
5
Research
methods and process models applied to the development and refinement of
interactive brand attributes in the online environment. (2-day
intensive.)
Why the seminar? Today, branding is the holy grail of corporate
intellectual property. In many cases, the brand represents the most important
aspect of building customer recognition. Building a powerful and effective
brand presence is complex and costly. Product design, customer support,
advertising, and sales force training all affect your brand in significant
ways.
There
is a large body of research and methodology surrounding brand building
in the traditional delivery channels. This is not true for interactive
customer experiences such as Web-based delivery of products and services.
It was initially thought that a corporation's brand could be translated
to screen-based delivery systems simply by a clear and consistent application
of the corporate identity elements such as color, logo, and keyword signifiers.
But we now know that migrating a powerful and proven brand to the Web
is full of unique complex and difficult problems. Variables of Web-based
delivery, such as response time, usability of the site, e-mail content,
e-mail promotions, and call center support, all have dramatic affects
on building or degrading a powerful brand experience.
This
seminar explores new research and methods for defining and developing
an interactive brand for screen-based delivery of products and services.
The following is a description of what is covered in this seminar.
Topic
1: What are the critical differences between traditional and interactive
brand development? This session explores the significant differences
in customer behaviors between traditional and online delivery systems.
It explores which attributes of traditional brand-building variables map
to screen-based delivery and which do not. It discusses in detail how
traditional brand strength and brand attribute conveyance are tested.
The session compares and contrasts the traditional methods with the new
techniques that are beginning to find their way into advanced, interactive
brand development.
Topic
2: Methods and models for defining and testing interactive brand attributes.
This session focuses on the definition and measurement of online, interactive
brand attributes. It correlates customer experience design attributes
with brand conveyance in the online environment. The session ends with
a discussion of how to define and test for interactive brand attributes
by using the latest online customer research methods and customer behavior
simulations.
About
the seminar faculty: World-class experts drawn from leading corporate
development groups, consulting firms, and top graduate business school
faculty deliver all seminars. Each topic is supported by case studies
drawn from subject matter experts. Please refer to seminar
faculty for a description of the faculty for this seminar. Please
note: The faculty for each seminar is determined by subject matter focus
and availability. Two faculty members will deliver this seminar.
About
the material presented in this seminar: This seminar is an executive
education service of TASKZ/MauroNewMedia. We assembled the best available
subject matter, without concern for affiliation with TASKZ/MauroNewMedia.
The seminar does not explicitly promote the tools or methods of any specific
vendor or development group. It focuses on providing high-level corporate
executives with the latest customer experience research and development
for Web-based products and services.
About
who should attend: The seminar is for corporate executives with decision-making
responsibility for brand management, e-com strategy and customer experience
design. It includes disciplines such as strategic planning, marketing,
financial planning, econometric modeling, product management, content
development, technology/infrastructure, interface design, and customer
support (customer relationship management - CRM). It is also for other
key decision makers who contribute to your Web development efforts.
About
what you will take away: This seminar is designed to aid Web-development
groups involved in creating and enhancing mission-critical Web initiatives.
Those attending the seminar will come away with an expanded understanding
of the latest methods and models that will have a direct impact on the
interactive brand of your screen-based delivery systems. It is an intensive
2-day seminar. A basic knowledge of business statistics and market research
methods is helpful.
Seminar content options: This seminar is designed for maximum information
transfer and minimum travel by your executive development team. We can
deliver it at your site or at a nearby conference facility. We offer several
options for configuring the seminar to meet your specific needs.
ESS
and usability testing combination: We can combine seminars with comprehensive
usability testing of your site and at competitive sites. This option adds
significant focus to the seminar. Fees for usability testing are in addition
to fees for the seminar.
ESS
seminars on focused topics: TASKZ can formulate customized seminars
for topics of special interest to you. We base the seminars on a comprehensive
review of the research literature in combination with subject matter experts
drawn from our faculty.
ESS
seminars on industry-specific topics: TASKZ offers a wide range of
specialized industry seminars, with a focus on financial services, online
retail, and medical and health care.
ESS
executive retreats and offsites: Offsite options are available, including
executive retreats and corporate conferences.
Basic Pricing Options
Onsite/offsite
option 1 - Per-attendee pricing: This option is based on a per-person
price. Maximum of 15 attendees.
Onsite/offsite
option 2 - Large group attendance: This option allows a maximum of
40 attendees.
To
obtain detailed pricing, please click here
and let us know your contact information, phone number, and pricing options
you are interested in.
Total
time: From 5 to 6 hours per day, plus 1 hour for lunch.
Recommended schedule:
Session 1: 9:00 am to 12:00 noon.
Lunch break: 12:00 noon to 1 pm.
Session 2: 1:00 pm to 3:30 pm.
Note: 3:00-3:30 for final questions and wrap up.
Expenses:
We charge travel and related expenses in addition to the seminar fees.
Additional charges may apply, based on location and travel necessary to
reach the seminar facilities.
Recommended
facility setup: We will provide the facility requirements before we
schedule your seminars.
For
more information contact
Charles L. Mauro
President and Publisher
TASKZ/MauroNewMedia
524 Broadway 4th Floor
New York, NY 10012
Voice: 212-343-2878
Cmauro@MauroNewMedia.com
Copyright
MauroNewMedia 2002. All Rights Reserved
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