Tuesday 08 June 2021
Marketing Series Session #3: Brand Architecture - and how to use it to attract & retain customers & staff
15:00 start
Marketing masterclass with Property Academy Trusted Advisor, Grant Leboff. At a time when the competition for good people is acute, this virtual meeting explores the 5 building blocks of brand and how you can use them to attract and retain staff - as well as customers.
Speaker Sessions
Brand Architecture: How to use it to attract & retain customers & staff
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. Seth Godin, December 2009
For the purposes of this session, the definition of consumer has been expanded to recognise the role that brand plays in attracting and retaining staff. Grant looks at the five building blocks of brand architecture and how they relate to attraction and retention:
- Building an Effective Brand
- Value Proposition
- Ethos
- Emotional Proposition
- Market Positioning
Grant Leboff is one of the U.K's leading Sales and Marketing experts. His fourth book, ‘Digital Selling’, debuted at #1 on the Amazon charts prior to being published in September 2016. This follows the success of Leboff’s previous titles. ‘Stickier Marketing’ (2014) went straight to #1 in the Amazon Sales & Marketing Chart, and was in the top 10 overall Business Chart, on publication. ‘Sales Therapy’ (2007) and ‘Sticky Marketing’ (2011) were both in Amazon’s top 10 Business Books, and #1 in the Sales & Marketing bestsellers chart. Grant Leboff’s fifth book, ‘Myths of Marketing’ was published in January 2020. A thought leader in his field, Leboff's main focus is to address the massive changes that are taking place in a world that is constantly being introduced to new technologies and an evolving World Wide Web. He continually challenges Sales & Marketing conventions that become accepted wisdom, but don’t necessarily deliver results. Having built a successful direct marketing company, which he started in 2002, Leboff sold it in 2008. As well as undertaking work as a Non-Executive Director, he now has a number of other business interests. Sticky Marketing Club® Ltd., is a sales and marketing consultancy providing companies with the strategies to thrive in an increasingly competitive world. Leboff’s Sales and Marketing portal, stickymarketing.com produces a wealth of resources and information on effective Sales and Marketing for organisations in an ever-changing business environment. He is a highly sought after consultant, mentor, and speaker, and constantly makes presentations at conferences and events all over the world. Leboff is a regular contributor to many business magazines and newspapers. Amongst others, he has been featured in the Daily Telegraph, The Independent, The Financial Times, The Daily Mirror and The Sun. He has appeared on BBC Radio on numerous occasions as well as being featured on a significant number of US radio networks.
"Excellent, highly relevant and practicable advice. Grant is superb." Gareth Ashington, Owner, Ashington Page
"Grant is excellent. This session was gold dust and will benefit my business massively. Grant totally delivered 100%." Bob Hay, Director, Streets Ahead
"Total clarity on creating a productive social media strategy - I wish I could have Grant in my pocket to call upon anytime!" Frank Webster, Industry Expert
Grant Leboff
This meeting is for members only. To access the best leadership coaches, gain a different perspective and make better business decisions, enrol to become a member today.
Become A Member