1.  
2. Events 

---

How to touch the heart of your target

at 3.5 KM
Paperjam Club Follow

• Conference
• Psychology
• Event
• Business
• Communication
• E-commerce
• Strategy
• Marketing

Brand Marketing Communication is about 3 main elements: Psychology, Strategy and Emotions. Before you even start, analyze in detail your Favourite Brand Scores on the Loyalty Ladder. Go through all available data and compare it with your close competitors.

In a first step you procede to Brand Psychology and explore your DNA. What are your Brand Attributes? What is your Brand Personality? What is your Values Domain? And last but not least: What is your DNA ? Having done so, determine your Brand Plan with the Strategic Pilars for the next 3 years. In the next step you move over to the Brand Strategy. Here you examine all KPI Insights at your disposal. In case these informations are not at your disposal, procede to a global Brand Review. All elements have to bee taken into consideration, such as Volume, Price, Media Presence, Content and Brand Experiences,... If all these elements are consolidated, you can go now over to the last step the Brand Emotions. Your DNA and the retained Brand Strategy will enable you that all type of creations will become coherent.

Before rolling-out your campaign, still apply the following matrix:

Target + Content + Media Mix.

This matrix will allow you to touch the heart of your target. By doing so, you can be sure that your Favorite Brandscores (fb) will go up during the next survey of the Loyalty Ladder. After doing so, you can tell your CEO that he can lean back, because your sales volume will also increase a few months later.

Expert: Claude Nesser (BetoCee)

Level: Confirmed

Objectives:

- What are the main elements of a successful Brand Marketing Communication?

- How to track the results ?

- What are the learnings from a Brand Survey ?

- How to translate these learnings to improve my stratgegic plannings and optimize my marketing invests ?

IMPORTANT

Participants are hereby informed that they are likely to appear on photographs taken at the event. These are intended to be published in print and/or digital media published by Maison Moderne.