(Invitation-only meeting for ITSMA members)

ITSMA Inner Circle Meeting

The Role of Brand in Shaping Customer Experience

24 June 2008
18:00 – 21:00 London time

The Windsor Castle
London, UK

Overview

Brand is much misunderstood, misrepresented and maligned. Professional marketers often struggle to persuade their boards of the importance of the brand, its value to the business and its role as an investment rather than a cost.

Focusing on the customer is probably the best way of overcoming prejudice and uniting disparate views. An understanding of how the brand relates to the customer’s experience is fundamental. But is that as simple as it sounds?

Is there a shared view of what a brand is, how it relates to the business and how it affects the customer experience? Is the brand’s role changing over time? How does it differ from products to services? What benefits does it bring to the customer and to the company?

How far does a brand have to go to achieve brand leadership? Is it enough to deliver a consistent experience? Does it have to be better than its competitors? How important (and achievable) is differentiation? Or is it all simply a question of having a clear business strategy?

Does brand experience now go beyond the obvious? Is company culture a potential source of differentiation? What price does the customer place on trust and how can a position of trust be maintained? Is the customer experience increasingly about buying from companies with a strong ethical record? What value is there in values?

So many questions, so little time. These are just some of the issues we’ll be attempting to cover at this Inner Circle Meeting. Oh and there might even be time to eat...

Participation is by invitation only. If you would like to discuss who might be eligible to participate from your company, please contact Katie Doughty on +44 1628 603130 or at kdoughty@itsma.com.

ITSMA Facilitator: Geoff Dodds	[TOP OF PAGE]

Geoff is a brand, marketing and business development specialist who has managed global brands in blue-chip consumer goods, retail, professional and financial services organisations - most recently as Head of Brand at Lloyd’s of London and Global Brand Director of PwC Consultancy where he gained extensive management consulting experience.

Location and Event Information	[TOP OF PAGE]

Event Date:	24 June 2008
Event Time:	18:00 – 21:00 London time (dinner included)
Member price:	No Charge
Non-member price:	This event is open to ITSMA member companies only.
Event Location:	The Windsor Castle 98 Park Road London NW1 4SH
	For additional information, details or assistance please contact Katie Doughty on +44 1628 603130 or at kdoughty@itsma.com.

About ITSMA
ITSMA specializes in helping companies market and sell services and solutions. As a membership organization, we work with the world's leading technology, communications, and professional services firms to generate new business, strengthen customer loyalty, and increase brand differentiation. Through research, consulting, training, and community we provide the insight companies need to improve marketing impact, sales performance, and business results. ITSMA is based in Lexington, Massachusetts, and has offices in the United States, the United Kingdom, and Japan. Learn more at www.itsma.com.