Dr. Darren Coleman

Leveraging Your Brand to Get Digital Transformation Right

A regrettable number of organizations fail to deliver successful digital transformation. Focusing on digital – not transformation, grappling with new business models, scope creep and underestimating the complexity of the task are common reasons.

Informed executives leverage their brand to scope what digital transformation should encompass for their organization how they should deliver it.

Audience takeaways:

• Lean into their brand to focus and drive successful digital transformation
• Use their brand essence as a lens to scope their digital transformation
• Utilize their brand values to deliver digital experiences that resonate with customers
• Humanize digital transformation with their brand personality
• Focus digital transformation so it delivers meaningful brand positioning
• Be less intimidated and overwhelmed during the early stages of digital transformation
• Feel in control – not as if they are being controlled – by digital transformation
• Execute digital transformation with greater confidence and conviction
• Learn from best practice case studies and (confidential) client examples.

This keynote provides practical advice and best practice case studies / (confidential) client examples on how executives can leverage their brand to deliver successful digital transformation.

Getting your COVID-19 recovery right: Leveraging brand-driven growth

During this insightful keynote, Dr. Coleman outlines how attendees can use their brand as a platform to drive growth during times of COVID-19.

Audience takeaways:

• Leverage your brand as a powerful platform to drive growth in existing / new categories and markets
• Develop brand and/or third-party relationships to reduce your brand’s exposure to capital investment risk
• Accelerate your growth during COVID-19 through ‘on-brand’ product/experience roadmaps
• Understand the neuroscience behind why brands that connect with customers emotionally during COVID-19 will win
• Appreciate why your brand needs to adopt a strategy focused on value, experiences, and emotions
• Lead brand-driven growth during COVID-19 in a streamlined, structured, and scalable way

Competing through brand experiences: Three steps for success during times of COVID-19

In this keynote, Dr. Coleman will share a practical management tool that will help attendees build brand experiences which are relevant to customers during times of tune COVID-19.

Audience takeaways:

• Build brand experiences that are mindful of the challenges your customers face times of COVID-19
• Lead brand experience building initiatives in a structured, scalable, and sensitive to the challenges COVID-19 presents
• Champion the business case for brand experiences at your organization with greater clarity, confidence and conviction
• Learn how to build brand experiences for yourself by following three simple steps
• Appreciate why brand experiences are particularly important to your customers during COVID-19
• Learn from best practice case studies so you can see how brands are building experiences which help them navigate the challenges COVID-19 presents
• Measure brand experienced in a balanced and scientific way so you command more respect in the c-
  suite

Building a winning services brand during turbulent times: Consistency is the key

Drawing on his extensive services branding experience, in this niche keynote Dr. Coleman provides
actionable advice that will help service brand marketers address the specific challenges they encounter as
a direct result of COVID-19.

Audience takeaways:

• Use the unique characteristics of your service brand to drive your COVID-19 recovery Reduce customers’ perceptions of risk that may be associated with buying your service
• Engage your employees with your COVID-19 recovery so they feel emotionally invested in your brand
• Align brand strategy with human resources processes so you can deliver consistent brand experiences – at scale
• Know how to deliver service touch points that bring your brand to life across your brand experience
• Demonstrate how your service brand drives performance by obtaining and analysing employee, brand and financial metrics

Delivering brand-driven growth

Command more respect in the boardroom by measuring brand experiences scientifically

• Demonstrating how brand experiences drive financial performance is a challenge even the most seasoned executives face. In this keynote, speaker Darren Coleman outlines how CMO’s can command more respect in the boardroom by measuring brand experiences in a more rigorous, rounded and scientifically-robust way.
• Understanding the importance of obtaining employee, brand and financial measures over sustained periods of time lies at the heart of Darren’s keynote.
• Darren’s keynote delivers practical measurement advice so the audience will leave the keynote with actionable insights they can start working on straight away.

How to build brand experiences in three simple steps

• Smart CMOs know building brand experiences is a powerful route to retain relevance, however, many executives struggle to structure and lead these initiatives with confidence. Darren’s keynote solves this problem by sharing a practical blueprint that shows the process of building brand experiences in three simple steps.
• In his keynote Darren draws on 20+ years of global brand experience, extensive research and his recently published book to share a step-by-step guide that will help the audience build brand experiences for themselves.
• Each member of the audience will receive a copy of the Brand Experience Toolkit. The Brand Experience Toolkit is based on Darren’s recently published book and is jam packed with useful tools, tips and templates that will help the audience put the ideas introduced into action.

Delivering consistent experience through your employees

• People are erratic, unpredictable and emotional. This makes delivering consistent brand experiences through employees difficult – but not impossible. This talk outlines how CMO’s can address this challenge by fostering closer working relationships with their Human Resources counterparts.
• During his keynote, Darren shows how marketing and human resource executives can align key strategic thinking and operational processes to ensure your people and brand are aligned so that more consistent brand experiences are delivered.

Why emotion wins when building B2B service brand experiences

• This keynote is for B2B services brand executives who want to differentiate their brand through a more emotive and experiential approach to brand strategy.
• During his keynote, Darren will call on the latest neuroscientific research to provide the audience with an applied understanding of why emotion drives choice.
• Darren’s keynote will be couched in the context of a B2B services brand to account for their unique characteristics and the specific brand marketing challenges this creates.

How to engage with the Millennial “generation” via your brand values

• Senior executives are keen to develop relationships with the Millennial “generation” to secure future revenue streams. Connecting with this vast yet varied generation of people via authentic brand values is something many successful brands have done. Drawing on his extensive global experience, Darren shares practical advice on how the audience can do the same.
• More specifically, Darren’s keynote will help the audience understand how they can define brand values that are more relevant to the millennial “generation”. This entails defining values that are unique, specific, active, deliberate and balanced.
• Darren’s keynote also provides the audience with actionable advice on how they can bring those values to life in practical and meaningful ways that resonate with the “millennial” generation.