- Starts
- 28th January 2010
- Ends
- 28th January 2010
Time:
8-10am
Venue:
JBP Associates, 6 Whiteladies Rd, Clifton, Bristol, BS8 1PD
Contact details:
To register email: pr@jbp.co.uk providing name, organisation, position and contact details (tel and email)
For more information, please contact Chris Lawrance, Director, JBP Public Relations on 0117 907 3414.
Event description:
We’ve all experienced it. We see an ad on television marketing an organisation or its product with a certain brand message. But then we walk into their store or we speak to one of their salespeople or their call centre and the service we receive is different and detrimental to what the original marketing communicated. The organisation has failed to deliver on its brand promise.
There is a brand gap.
We believe that organisations need to mind the brand gap more than ever before; the gap between what they want their brand to be in the eyes of their customers and the actual experience of customers.
There is no doubt that a corporate brand is one of the biggest strategic assets for any organisation. Effectively managed brands help organisations differentiate themselves and gain advantage in their respective marketplaces.
Organisations spend millions on marketing their brand. But there’s one very important aspect which is not under the influence or control of marketing departments that is having an increasingly critical affect on a customer’s perception of the brand... that aspect is the organisation’s people.
The world that we live in today is a very small and connected one. With the advent of the internet, information spreads like wildfire. Brands are increasingly transparent. What’s going on inside a company seeps out to the world and to its customers. This is particularly likely in sectors that have direct interface with customers, sectors such as retail, travel, professional services, call centres. If morale is low and the culture is entropic, the customer will know consciously or subconsciously.
As yet many organisations have not embraced the opportunity available. We believe that it’s time for the functions of marketing and of HR to strategically align together to create an aligned approach for the employee and the customer. There is a significant opportunity available to those who do, the benefits of true brand integrity.
About Us
JBP and The Pragma Group are respectively expert in developing brand and in developing culture. Together we’re passionately interested in exploring and minding the brand gap, and how we help organisations close it.
We’re inviting you to one of our roundtable discussions. As well as connecting with other interesting professionals, you’ll gain powerful ideas and insights to develop greater brand integrity.
Roundtable outline agenda
- Is there a gap? How do we experience it?
- What’s the impact of the gap?
- What are the common causes of the gap?
- What have you done about it? What should you do about it?
We invite each person to come ready to contribute their own perspectives on the above questions.