THE BRANDING SERIES

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08:28 - What do you want your community to be known for? What sets you apart from everyone else? What, specifically, makes you worth a special trip? When you tell people where you’re from, what do they say? The top priority for every community should be identifying your “Unique Selling Proposition.” This is the process of branding. And THIS is a MUST-SEE webinar for every community, organization and business. Roger will tell you what a brand is—so much more than logos and slogans—and why your brand is so important, now more than ever before.

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16:56 - Ninety-seven percent of branding efforts end in failure. Why? Because there are ten hard and fast rules for successful branding, and if you break any of them, your efforts will likely fall far short, and your brand will be short-lived. Here you’ll learn what these immutable (never changing) rules are, what to do, and what to avoid in your branding efforts.

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16:41 - After helping hundreds of communities around the world with their branding efforts, through first-hand experience, we learned what works and what doesn’t. In this essential webinar, Roger will walk you through the ten important steps of creating a successful brand—one that will set you apart from everyone else and put you on the map.

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17:21 - With branding, you must “deliver on the promise” you present in your marketing. Otherwise, you jeopardize the success of all your efforts. In the end, you will be judged by your product, not your marketing. How do you decide how much of your resources to allocate to marketing versus product development? In this workshop, Roger will show you how and when to tip the scales from product development to marketing, so all your efforts will be successful.

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20:57 - In this webinar we’ll identify some of North America’s best-branded cities and towns, including a few that may surprise you. And Roger will provide you with the four steps to getting your destination included on this list.

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16:37 - The days of the Strategic Plans are coming to a close. No more general strategies, goals and objectives without specific actions to achieve success. In this cut-to-the-chase video you’ll see how Action Plans are taking its place, why the shift, and what’s included in an effective Action Plan. This is a working plan that sits open on your desk, not closed on a shelf gathering dust.

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13:09 - In this entertaining video, you’ll get to witness some sad, but true, examples of failed branding efforts and where they went wrong. We aren’t taking these poor examples lightly, but instead showing you the pitfalls and blunders you need to avoid so you don’t make this list!

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17:31 - In this video, Roger will share with you three fantastic branding case histories: Where they started and where they are today; how long it took them; and where they’re headed. These will provide great inspiration for your own branding efforts.

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"Branding" is the keyword of the decade, but what does it really mean? Most people don't understand what a brand really is or how to actually build one. This series demystifies and explains the process of branding for umbrella organizations (multiple communities), cities, downtowns, and marketing professionals. Through case histories, video clips, dozens of photos, and humorous stories, attendees will learn what it takes to create a successful brand, how to make it obvious, and how that translates to cash.

FindingUSP.jpg

"Branding" is the keyword of the decade, but what does it really mean? Most people don't understand what a brand really is or how to actually build one. This series demystifies and explains the process of branding for umbrella organizations (multiple communities), cities, downtowns, and marketing professionals. Through case histories, video clips, dozens of photos, and humorous stories, attendees will learn what it takes to create a successful brand, how to make it obvious, and how that translates to cash.

FindingUSP.jpg

When was the last time you read through a 300+ page strategic plan for tourism, economic development, or downtown development? If you’re like most people, you probably never made it past the Executive Summary. How many strategic plans do you have sitting on a shelf gathering dust? In this engaging session you’ll learn why strategic plans are passé, and why we are now in the age of Action Plans – shorter, to the point, to-do list, working plans.