Branding is not just for the big guys or for products on the grocery store shelf. Companies of any size can benefit tremendously from the power of a strong brand. Branding doesn’t have to be costly to be effective. Using examples from the most successful branding organizations -- including Southwest Airlines, IBM, Nordstrom, Ritz Carlton, Adobe, SAS, Starbucks, Volvo, AAA, California Closets, Ericsson, Sofitel -- you will learn simple ways to make deposits in your brand bank without having to invest a small fortune.

Branding is all about differentiation. If your company or offering is not differentiated, it is a commodity, and commodities compete on price. Branding allows you to charge a premium for your products and services and enables you to build a stronger foundation on which your company can grow. Some of the world’s most successful companies -- like Starbucks, IBM and Southwest Airlines -- have used branding to differentiate themselves and achieve their goals; and you can use similar branding strategies to expand the success of your business.

This seminar provides practical ideas for understanding, building and nurturing your corporate brand.