Find out what happened when a top Australian ad agency got together with psychology’s peak body
A brand is a promise that a company makes to its consumers and clients. It generates desire and differentiation and motivates people to take up and use their products or services. A brand takes many forms and incorporates more than just those tangible products and services. It also includes the feelings that consumers get when they use your products and services. How is this created so that it engages consumers and clients ? This presentation will discuss how this is developed from beginning to end; the challenges, the joys, and the learning. There will be ample opportunity to ask questions and share views.
About the presenter(s)
An experienced marketing professional, a fellow of the Australian Marketing Institute - who has headed-up marketing/communications functions of great Australian organisations.
Experience includes: the development of Foster's worldwide as Marketing Director of Foster's International; as Vice Principal Marketing & Communications at the University of Melbourne -Higher Education reform launching "the Melbourne Model".
The evidence-based nature of a training in psychology has always been at the core of my marketing approach. A member of the APS for over 30 years, I recently returned to the psychology profession to head communications, marketing and events for the Australian Psychological Society.
Adam Ferrier is Global Chief Strategy Officer for independent creative media agency, Cummins & Partners. He is also the author of The Advertising Effect: How to change behaviour (Oxford, 2014). Adam is one of Australia's best known Consumer Psychologists, appearing frequently across various media.
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