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Brand Development and Management Strategies in the

Digital Age

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Date
Time
Country Venue
14/3/2017 - 15/3/2017 9AM - 5PM Malaysia Armada PJ
14/9/2017 - 15/9/2017 9AM - 5PM Malaysia Armada PJ

Overview

In todays ever changing digital world, enterprise brand managers face numerous challenges
as they strive to successfully develop, position, and express their brands. Their focus is to
ensure that their brands get maximum visibility across an ever-increasing number of digital
channels, from social media to all the mobile devices from smartphones to tablets.
Besides having to develop innovative strategies for delivering the right messages to the right
consumers via the right channels, they also have to deal with the repercussions of the real
time economy, to be able to quickly respond to the changing tides and social media trends.

Brand Management in the Digital Age is an intensive workshop which will equip participants
with the core knowledge and skills necessary to successfully and profitably manage a brand
online.
After attending the master class, participants will be able to successfully define, measure,
position, revitalise and track their brand.
It will provide a world-class, applied overview of the key challenges of brand management in
the 21st Century. Participants will gain a significant strategic edge over competitors and also
add significant value to their personal equity within their organisation.

Learning Outcomes

By the end of the course, participants will learn how to:

Create a Powerful Brand on Online Channels
Develop Real Time Branding in an Always On World

Unveil the Digital Consumer Mindset and Behaviour

Create the Most Effective Way to Manage Your Reputation Online and Mitigate Any Crisis
Beat Powerful Brands Competitors in the Social Media Space

Who Must Attend

This Brand Management workshop is specifically designed for marketers and managers who
have direct responsibility for one or more brands within their organisation. The content will be
relevant for consumer brands, service brands, not-for-profit brands and B2B branding or B2C.

While some knowledge of marketing basics would be useful, the workshop is designed as a
stand-alone module and is therefore an ideal introduction for managers with no marketing
background who need to understand the basics of brand building.

The workshop will also prove useful for staff from communications or research agencies keen
to add value to their clients brand strategies.

Course Details

Day 1: 9.00am - 5.00pm

Module 1: The New Rules of Branding: The 10 Pillars of Digital Branding
The Surprising Rules of the Digital World.
The Difference Between Old-School Branding and Digital Branding
The 10 Pillars of Digital Branding

Module 2: The Digital Consumer

The Age of the Shallows: How to Brand in the ADHD Age
The Rise of Intergenerational Branding
Atom Bomb vs Sniper Rifle: The real function of internet marketing.
How to use various tools like the Emphatic Map, the Bloghounds to get the most current
market information.

Module 3: The Tornado Sales Funnel

Why the Linear Sales Funnel is Irrelevant Today
The Rise of Conversational Commerce
The COMMAND Brand Strategy Canvas
How to Make Sense of the Consumer Feedback Loop (And How to Close Them)

Module 4: Creating an Online Value Proposition

What is an OVP?
How to Translate Your USP to OVP
The 7 Success Factors of a Compelling OVP

Day 2: 9.00am - 5.00pm

Module 5: Brand Oxygen: Introduction to Real Time Branding
Why Brand Loyalty is Dead Among Millennials.
What Millennials Respond to Instead.
The 5 Reasons for Real Time Branding
5 Areas for Social Media Listening

Module 6: Branding for Social Media

The 4 surprising reasons to use content over promos

The 6 viral content pillars
How to manage the different brand channels like Facebook, Twitter, Youtube (theyre all
different)
When to add a new channel into the marketing mix.

Module 7: Online Branding Activation

Newsjacking 101
SEO for Branding
Harmonising New and Traditional Branding Channels
Visual Storytelling
Brand Crowdsourcing

Module 8: Reputation and Crisis Management

How to best use social media in a crisis
How to prevent or deter issues from escalating into a crisis
How to identify a crisis, how to evaluate emerging situations and what to do in the first 24
hours
How to engage company employees as well as friends, fans and followers in the crisis
communication effort
Manage damaging or angry comments on social media

Methodology

Interactive presentation and examples. Case study in recent global branding. Practical
exercises, peer and trainer evaluation.

Course Leader

Kenneth Yu has succeeded in classic direct marketing and the new media. A rare bird nowadays, when too many
people suffer by being specialists without knowing the big picture. Impressive.
~ Drayton Bird, CIMs Top 50 Most Influential Marketer and Founder of Ogilvy Direct

Kenneth Yu is the Digital Renaissance Man and serial entrepreneur. Hes a QMI for a few VCs, which means he gets
first dibs on the hottest tech startups.

Hes the founder and CEO of regional digital agencies SpurPress and Marketing Inc, both boutique marketing
agencies and consultancies. Regarded as the Sherlock Holmes of Marketing, SpurPress has solved the marketing
mysteries of more than 352 clients from over a dozen countries, including Fujitsu, Maxis, DiGi, OCBC, the Star and
other giants.
Hes also an international thought leader in the realm of digital marketing possessing 60,000 Twitter followers,
featured on 1023 Twitter lists, and receiving 513 endorsements on LinkedIn. Kenneths mantra is psychology, not
technology, a rally cry that displays his passion for combining old school persuasion with cutting edge technology.
This unique approach has made him a popular speaker in in prestigious conferences like the Prime Ministers
Departments Tech Talk 2015, iProperty Expo, Malaysia Media Congress, and BFM Breakaway, as well as
numerous ones internationally.

Kenneth has been featured on Astro, 8TV, and the Star. His work has been featured in both local and international
magazines like Malaysian Business, Marketing Magazine, ETC, PopMatters, the Flavorpill Network and Lost at E
Minor.
In his previous life, Kenneth was the Copy Chief and Marketing Strategist for 6-time Worldblus Most Democratic
Workplace Award winner Mindvalley, one of the worlds top online education company doubling their revenues in
under a year. He was also a copywriting top gun at Ogilvy and Mather, winning 12 advertising awards in a span of 3
years. His range of clients included MNCs like Heineken, Kimberly-Clarke, Mattel and Singer.

Testimonies

"It was the first time that I am sad when I finished my training course." Ahlam, Chef
Xxecutive of National Bank.
"The most exciting and applicable training session I had till today." Ali Al Candy,
Finance Manager.
"After attending this course, I decide to plan a branding strategy for my company." Manager, Global Facilities Management Sdn Bhd.

Investment

Normal fee
Sign up 1 pax
Pay before course starts
MYR 2,780.00
USD 650.00
Early Bird
Sign up 1 pax
Pay 14 days before course starts
MYR 2,180.00
USD 500.00
Group Fee
Sign up 3 pax or more
Pay 14 days before course starts
MYR 2,080.00
USD 480.00

(Fee inclusive of GST, Buffet Lunch, Refreshment, Welcome Pack, Training Materials Certificate of Achievement)

Certificate
Upon successful completion of this program, you will receive a Certificate of Achievement.
Certificates are distributed on the final day of the program.

Payment mode:
1. ONLINE PAYMENT by Credit card: You can opt to register and pay online with our latest
payment integration system through our website.
2. BANK IN CHEQUE
Bank in and then scan the Bank-in slip and email to us before the course commence to confirm
your seat.
Courier your cheque payment to our Finance HQ.

*Note that we DO NOT take any payments during the event.

3. BANK IN CASH:You can also pay by cash through bank-in our company bank account.
4. Telegraphic Transfer- You can also opt to use GIRO or telegraphic transfer of payment via
international banks.