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YOUR INTERNATIONAL COURSE FACILITATOR

Alex Goslar

Managing DirectorGoslar & Associates

Alex Goslar is an award winning creator of Brands worked in Vienna, Frankfurt, Chicago, Toronto, Kuala Lumpur, Jakarta, Addis Ababa, Lomé.

To Build Brands has been Alex Goslar’s subject of interest for the past 30 years. Most of Alex’s Brand building activities was at Leo Burnett Advertising Co., where he was a creative director stationed in Bangkok, Chicago and Frankfurt Germany.

Amongst his acolytes are distinctive campaigns for such global brands as: Mc Donald’s, Heinz Ketchup, Kraft Foods, Kellogg’s , Phillip Morris, P&G Cheer detergent, Vidal Sassoon, Volvo Cars, Dunlop Tires, BASF Video and Audio tapes, Vick Pharmaceuticals, Nestle and many more.

Alex’s international awards include:Golden Lions from the Cannes Film Festival, New York Cleo’s, awards from the London Advertising Festival The One show and the Los Angeles art director’s club.

In 1994 Alex was the chairman of a judging panel at the South African “The Loerie ” awards.

Alex is currently managing his independent Branding Agency out of Bangkok.

11 - 13 DECEMBER 2011RADISSON BLUDUBAI DEIRA CREEK UAE

MARKETING & BRANDINGSERIES

360 BSI (M) Sdn Bhd (833835-X), Level 8 Pavilion KL, 168 Jalan Bukit Bintang, 55100 Kuala Lumpur, Malaysia.©

EXCLUSIVE TAKEAWAYS:

Workshop Materials: Every participant receives a copy of the “Branding: The antidote to an economic dilemma”course materials containing an overview of the course plus work-sheets, templates, examples and exercises.

BRANDING:THE ANTIDOTE TO AN ECONOMIC DILEMMAAn added value proposition

“It is a great idea that you thought of “Brand Recovery Program” in the North African states like Egypt and Tunisia. Your presentation was timely and to the point. I am sure there are many companies trying to rebuild their brand after the recent 'Revolution' "

- Seyoum Bereded-Samuel UK

The impossible will be dealt with right away. Miracles take a little longer.

- Alex Goslar

Workshop Benefits:

Find out why some Brands are doing very well while others are struggling.

How to capitalize on the untapped potential of Brands.

Get a better understanding of how Branding works.

How added value increases the currency of the Brand.

In a special segment we shall discuss your specific Branding issues.

Branding: The antidote to an economic dilemma is a specially designed 3 days bash of lectures, workshops and exchange of experiences, addressing pivotal issues that help business owners and entrepreneurs to combat the economic squeeze.

In the course of this session we will explore the possibility of adding relevant value to products and service, and how this strengthen your Brand’s position in the market place and assures continuous profit.

We will share with you methods that a few brave individuals have successfully applied in growing their business during an economic crisis.

COURSE OVERVIEW

You don’t have to be a global Branding expert to figure this one out:

- Confidence in the economy is at all times low- Customer’s confidence is down- Rising costs are a fact- Prices of goods and services are up- Adding relevant value, is the sure way out

NO SUCH THING AS: “BUSINESS AS USUAL”

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COURSE CONTENT

WHO SHOULD ATTENDCEOs, Company Chairman & DirectorsVPs, GMs of Corporate CommunicationsHeads & Managers of AdvertisingBusiness Development ManagersSales & Marketing ManagersMedia & Public Relations ManagersGovernment OfficialsBusiness ownersEntrepreneurs

COURSE SCHEDULE8.008.3010.10 - 10.3012.30 - 13.3014.40 - 15.0016.00

Registration & Coffee/TeaWorkshop commencesMorning coffee/teaLunchAfternoon coffee/teaEnd of day

WHY THIS EVENTThis workshop will teach you how Branding can become the antidote to rising costs.Participants will discover ways to turn half-baked Brand ideas into fully fledged revenue contributors and strengthen your Brand’s position in the market place.This course will encourage you to think differently about your business and identify how you can add relevant value to your products and services.The combination of interactive presentations, hands-on exercises and open discussion groups along with real case studies, ensures you will obtain maximum value from attending.

DAY3Brand reputation management - Causes and effects - A good reputation is the most valuable asset a Brand can haveAbout your Brand Dubai Next - Follow Up Templates & Summary of your Branding potential. Un-quantified analysis.Brand assessment tools - Do it yourself templates that can be used on almost any Brand.Practical Exercise: Generating ideas - Ideas are an essential tool for any business. This session will explore how the mind works and how you could improve your idea generating skills.

DAY2Brand application - What part of the Brand is fixed and what part is flexible.Relationships between People and Brands - Insights are truism about people’s behavior and motivationsThe Benchmark - (Opinion leaders, influencers and trends can contribute to the success or demise of a Brand) Direct and indirect influences on the Brand. How important are these factors in growing a strong Brand.Practical Exercise: About your Brand - The first of a two part’s session about participant’s Brands

DAY1Brand definition - This segment will explain what should be considered in setting up a Brand blue print and why it is important to have a viable Brand positioning.Brand’s life cycle - Considering “How long does it take to build a Brand” and “for how long is the Brand going to last.” What can be expected in-between.Practical exercise: Brand CharacterWhile Brand has its own character we have identified 6 typologies that indicate the peculiarities of a Brand’s DNA. Analyzed in terms of how they would affect Branding.What customers want - Understanding the symbiotic relationship between customers and Brands is essential in devising effective Brand communication.

Creativity is an open invitation to think the unthinkable.

- Alex Goslar

“Thank you very much for your analysis and recommendation regarding our Brand. We have enjoyed a lot what you have shared with us. This will definitely contribute to our continuous success in the future. To attend your workshop was an honour.”

- Claudio Grinberg, Luxury Road magazine, Panama City

360 BSI (M) Sdn Bhd (Company No. 833835-X)

Level 8 Pavilion KL | 168 Jalan Bukit Bintang | 55100 Kuala Lumpur | MALAYSIA +603 92057770 +603 92057788 www.360bsi.com

Workshop Pre-Course Questionnaire

Your Name:

E-mail:

Your profession/Jobtitle/Position:

Company name:

Brand Name:

Category/Sector:

Sales value in US$ (2009-2010)

Name 3 of your competitors

Market situation in your category/sector: In 2008 In 2010

What are your marketing objectives? (tick where appropriate)

Increase long term market share

Increased customer base

Increased Brand awareness

Incremental sales

What are your branding intentions? (tick where appropriate)

Introducing a new Brand

Re-branding an existing Brand

Expanding the Brand into new markets

Your special interest (tick where appropriate)

Presence in distribution networks

How to develop a viable marketing strategy

Coming up with new Branding ideas

When and how to introduce a brand

How to manage a Brand’s reputation.

Others:

Dear Participant, 360 BSI is delighted to welcome you to the Workshop: “Branding: The Antidote to an Economic Dilemma - an added value proposition” to be held on: 11 – 13 Dec 2011 in Dubai, UAE The workshop material is based on actual occurrences. Each Seminar consists of lectures, examples and a Workshop. During the Workshop, participants are encouraged to debate their marketing and branding issues. In order to maximize the benefit for you, kindly fill out the pre-course questionnaire & submit together with the registration form. It will allow the trainer to be better prepared.

PAYMENT DETAILSFEES (please tick as appropriate)

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OTHER PUBLIC COURSES Green Supply Chain Management Finance & Budgeting for Technical Professionals Communication & Presentation Skills Root Cause Analysis Professional Proposal & Report Writing Record & Document Management Resilience - Thriving in Challenging Times

360 BSI is passionate about providing strategic technical programs and high potential training solutions across the region to build personal competencies and organizational capability.

You will receive practical training from a professionally qualified educator with over twenty years of teaching and training experience.

Please feel free to mix-and-match topics from the areas listed below to get the right training content for your staff. Other topics may be available upon request.

IN-HOUSE TRAINING

Thank you for your registration!

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DELEGATES

AUTHORIZATION (This form is invalid without a signature)

Name :Job Title :Email :

( )Tel :Organization :Address :

Signature : Date: / /

* Save up to 50% for In-house Training program

Fax: +603 9205 7788

Tel: +603 9205 7778

Mobile: +6016 3326 360

Email: kris@360bsi.com

REGISTRATION FORM

Hotel Contact Details:

Payment is required within 5 days upon receipt of the invoice.

Bank transfer:360 INTERNATIONAL LIMITEDStandard Chartered BankP.O.Box – 999 Al Fardan Building,Al Mankhool Area, Bur Dubai, Dubai, U.A.EAccount No: 02-2077311-01 USDSwift No: SCBLAEADXXX

All payments must be received prior to the event date

Substitutions are welcome at any time. Please notify us atleast 2 working days prior to the event. All cancellations willcarry a 10% cancellation fee, once a registration form is received. All cancellations must be in writing by fax or email at least 2 weeks before the event date. Cancellations with less than 2 weeks prior to the event date carry a 100% liability. However, course materials will still be couriered to you.

General Information:Closing date for registration is 28th November 2011.The fees cover lunch, tea breaks, materials and certificate.Official confirmation will be sent, once registration has been received.Participants will need to arrange their own accommodation.Attire: Smart Casual

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Cancellations/Substitutions

USD 6,600 - Special for Group of 3

USD 2,495 per delegate - register before 01-NOV-11

USD 2,695 per delegate

The fee does not include any taxes (withholding or otherwise). In case of any taxes applicablethe client has to ensure that the taxes are paid on top of the investment fee paid for the course. Compliance with the local tax laws is the responsibility of the client.

11 - 13 DECEMBER 2011RADISSON BLUDUBAI DEIRA CREEK UAE

For Room Reservation, contact us for 360BSI corporate rates.Telephone: 00971 4 2057105 Fax: 00971 4 2234698E-mail: reservations.dxbza@radissonblu.comRadisson BLU Hotel, Dubai Deira CreekBaniyas Road, P.O. Box 476, Dubai, UAE

360 BSI (M) Sdn Bhd (833835-X), Level 8 Pavilion KL, 168 Jalan Bukit Bintang, 55100 Kuala Lumpur, Malaysia.© www.360bsi.com

An added value proposition

BRANDING: THE ANTIDOTE TO AN ECONOMIC DILEMMA