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Insights Activation Week – Brand Religions

Direction First Insights Activation Week

Brand Religion: The Future of Measuring Brand Impact

For years, marketing gurus have preached their beliefs on how to build strong
brands. These theories and models have been translated into numerous books
aiming to provide a clear framework for marketers on what to aim for and how to grow their brand. But in this abundance of models and theories, marketers might find themselves a little ‘lost in translation’.

In this session we aim to simplify the world of marketing in three main ‘Brand
Religions’ that go beyond the classic ‘Kotler-­ian’ thinking.

Penetration Religions: models inspired by thinkers like Byron Sharp, stating that brands grow through penetration by building mental and physical availability.
Influencers Religions: theories emphasising the power of word-­of-­mouth and its
impact on brand equity.
Relationship Religions: schools of thought inspired by gurus like Kevin Roberts
that stress the importance of emotions and relationships in marketing.
You will discover the core beliefs behind each of these ‘Brand Religions’, illustrated by relevant case study examples and find out how to track the different performance metrics that go hand in hand with these.

Lunch will be provided.

For more information and to register contact Susan at Direction First susan@directionfirst.com.au or call 0418 196 006

When

24th November 2017 12:00 pm
To 1st January 1970 02:00 pm

Where

Pullman Hotel
61 Macquarie St
Sydney

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