Branding and Identity Design
The way consumers connect with brands and the way brands market themselves to their target audiences has changed dramatically in the digital age. In addition, the democratization of the tools of personal branding have made it possible, and potentially profitable, for individuals to create and benefit from their own personal brands. Such 'influencers' are in growing demand from companies and organizations pursuing influencer marketing strategies. This workshop will start with an overview of brand and branding, including a deep dive on brand story and brand promise; the 'heart & soul' of marketing and communications. Case studies will be used to discuss how brand and brand story can drive messaging and strategy. We will pay special attention to influencer marketing strategy in the digital age. Lastly, we will examine concepts and techniques for personal branding, and how participants can create and benefit from constructing and promoting their own. This seminar will be highly beneficial for anyone in or wishing to enter marketing, PR, or advertising, as well as those interested in better understanding how brand and branding affects the customer journey and the customer buying experience in the digital age.
No required textbook
Mr. Blick has over 20 years of experience as a PR and marketing professional, consultant, corporate trainer and educator in numerous multi-cultural environments across a wide range of industries and has worked with some of the top brands in the world from consumer goods, finance and banking, automotive, transportation, and technology. He has extensive experience working in global and domestic PR agencies in Tokyo overseeing client services, leading account teams, and developing new and existing business. Mr. Blick is currently an independent PR and marketing consultant, and recruits for the industry through an independent boutique HR consulting firm. He is also a corporate advisor to Kowa Shoji Co., Ltd., a Japanese corporation primarily engaged in real estate, manufacturing, and import-export. Besides teaching PR and media relations at Temple University Japan's Continuing Education program, Mr. Blick lectures at Globis University MBA program and has taught various marketing courses at New York University SPS in Tokyo. He has also been a guest lecturer at Sophia University, International University of Japan MBA, and Aoyama Gakuin MBA, and he is frequently requested to speak at local professional events in and around Tokyo. Mr. Blick holds a Bachelor of Science in Business and Political Science from the University of Kansas.