Dr. Darren Coleman

Delivering Brand-Driven Growth in Turbulent Times

We live in turbulent times which make it daunting and difficult for marketing executives to deliver the growth the c-suite demands. This keynote will help your audience address this issue. It has been designed to constructively challenge the audience, so they reframe and rethink their approach to growth by using their brand as a platform to growth.

Keynote Experience

Dr. Coleman’s keynotes will help your audience:

• Know how to think about driving growth through brands at their organisation.
• Learn how they should organise their approach to delivering brand-driven growth.
• Refer to robust guidelines so they can empower their teams to get brand-driven growth right.
• Know how to apply practical tools and templates at their organisation so they think about brand-driven growth in the context of their job.

Keynote Content

Dr. Coleman’s keynote will be structured in three segments:

1. What is the rationale for brand-driven growth? The first keynote segment will outline why the world’s most powerful and valuable brands focus their investment efforts on intangible assets like brands. This will enable your audience to appreciate the limitations of price and funcational product-driven strategies vs. using brand as a platform for growth.
2. How can you structure your approach to delivering brand-driven growth? The second segment of the keynote introduces the Brand-Driven Growth Blueprint – a practical management tool Dr. Coleman has used extensively with clients around the globe. Doing this will help your audience start, structure and scale their approach to brand-driven growth.
3. How can you use the Brand-Driven Growth Blueprint? The final segment of the keynote demonstrates how your audience can apply the Brand-Driven Growth Blueprint with a worked example. This gives your audience actionable insights they can apply immediately at their organisation.

How to Retain Brand Relevance Through Brand Experiences

Retaining brand relevance is a constant challenge for even the most experienced marketing executives. This keynote has been designed to help your audience solve this problem by learning how to retain brand relevance through brand experiences.

Keynote Experience

Dr. Coleman’s keynotes will help your audience:

• Know how to think about retaining relevance through brand experiences.
• Appreciate how they should structure and scale their approach to building brand experiences.
• Have best practice lists and guidelines they can reference to manage their teams better.
• Know where to access practical management tools that will enable them to build brand experiences that help their brands retain relevance.

Keynote Content

Dr. Coleman’s keynote will be structured in three segments:

1. What do you need to move beyond customer experiences? The first segment will enable your audience appreciate why organisations that embrace a brand experience – and a not customer experience – mindset win in today’s markets.
2. Why build brand experiences? This segment of the keynote shares the rationale for building brand experiences. This will help your audience genuinely believe in the value of brand experiences when they build their brand experiences business case.
3. How to build brand experiences? The final segment of the keynote introduces the Brand Experience Blueprint – which lies at the heart of Dr. Coleman’s book, Building Brand Experience Design: A Practical Guide to Retaining Brand Relevance. Understanding the Brand Experience Blueprint will help your audience think about how to build brand experiences in a structured and scalable way. Best practice case studies will be used to demonstrate how the Brand Experience Blueprint can be used in practice.

Specialist keynotes

Clients and / or event planners can request specific and specialist keynotes. This ensures case studies and the language used make important points in the way the client would like. Requests for specific, specialist keynotes tend to come from in-house clients, but previous requests have also come from event planners organising public events for specific industries such as pharmaceuticals, financial services or fast moving consumer goods.

Examples of specific and specialist keynotes

• Competing through brand experiences: Three steps for success
  Demystifies the brand experience building process so attendees can start to build brand experiences for themselves.
• Building your employer brand: Becoming an employer of choice

Challenges to audience to rethink their approach to employer brand building so they can win the battle to attract and retain the best talent.

• Building a winning services brand: Consistency is the key
  Provides actionable advice that will help service brand marketers deliver a consistent brand experience at scale.
• Building a B2B service brand: Winning through emotionally charged brand experiences
  Demonstrates why B2B services brands that compete through emotion and experiences are leaving their competitors behind. (NB can be B2B and / or B2B services brands)
• Creating an employee advantage: Aligning employee and brand experience
  Constructively challenges the audience to rethink how human resources and brand can align their activities so an employee advantage underpins their competitive advantage.

Keynote approach

Darren’s keynotes provide your audience with:

• New ways of thinking and perspectives that constructively challenge conventional wisdom and stimulate a mind shift.
• New ideas, approaches, contextual models, frameworks and industry-specific case studies that connect the dots between issues.
• Case studies, best practices, lists and guidelines that will help your audience understand and manage their teams.
• Actionable advice and insights: Tips, tools and templates that help your audience act and enhance day to day activities.

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.