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SPS Webinar series: Driving business transformation through brand strategy
14 February 2013, 16.00 to 17.00 GMT - by audio and video conference
About the SPS Strategic Webinar series
In 2013, SPS started a new service exclusively reserved to its members, providing
insight and practical recommendations to help them be more effective in their role as
strategic managers. The recording of the first SPS seminar, on Open Innovation, is
available on the SPS website: http://www.sps.org.uk/sps-learning/. Future topics will be
chosen for their broad application and appeal to the membership of SPS. Future
sessions are planned to address strategy and organization design, strategic decision-
making, and strategy implementation in emerging markets.
Driving business transformation through brand strategy
Many managers recognised the difficult issue of deploying strategic plans effectively.
There is a brilliant transformation plan, but how to best embed strategic change in the
organisation, bringing customers, employees and partners on the journey? Brand
strategy is a key component of corporate strategy and one of the most powerful ways to
articulate simply what the organisation stands for, today and tomorrow. Our speakers will
share their experience of using brand strategy as a strategic deployment tool.
We look forward to welcoming you to this webinar on 14 February 2013 at 16.00 GMT.
Agenda
1. Opening remarks, Vincent Rousselet, Interim CEO, SPS – 5 mins
2. Defining your brand, Kate Manasian, Director, Manasianandco - 20 mins
3. Engaging your organisation to deliver the brand, Bev Burgess, Director, The
Capsicum Group - 20 mins
4. Q&A session with participants, moderated by Vincent Rousselet, 15 minutes
About our speakers:
Kate Manasian, MA
Kate Manasian is an American who has worked for over 25 years as a strategic brand
consultant. She was a director and owner of Wolff Olins, one of the world’s leading
branding agencies. She launched Wolff Olins’ US business in 1997. In 2009, Kate
formed her own company, Manasianandco, where she continues to work with clients at
board level advising on strategic brand issues.
In her years of practice, Kate has
worked across industries and has led
numerous global branding
programmes for clients such as BP,
Shell, Mitsubishi, BT, Unicef, World
Vision and PwC. She has worked in
the US, Asia and Europe. Her work
primarily involves helping boards and
senior managers establish and
communicate competitive positionings. Her approach is based on the belief that at the
heart of complicated businesses are simple truths.
Bev Burgess, MBA, BSc (Hons), FCIM
Bev Burgess is a director of The Capsicum Group, which helps companies to accelerate
their organic growth.
She has spent the past twenty years running and
marketing B2B service companies, from small start-ups
through to leading international businesses, and
including senior roles at British Gas, the Seiko Epson
Corporation and Fujitsu. She built the European
operations of the US-based IT Service Marketing
Association, consulting with and training members such
as Accenture, BT, Hewlett-Packard, IBM and Xerox.
Bev has helped organisations such as BDO LLP, Bupa, Fujitsu and Grant Thornton to
design and deliver programmes that deliver both their employer and customer brand
propositions.
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