Marketing inspired branding. The best way to inspire business. Join this workshop during the ZSPA conference in Lusaka and walk away with answers you could not have gotten anywhere else. For reservation please call: 260977461201. / 260972956934 email: information.zspa@gmail.com Why you should attend: Welcome to a new way of thinking about your business. During this event you’ll get an idea how to improve your business with an innovative marketing inspired branding program. Marketing inspired branding is a seminar / workshop that reveal reasons behind customer’s decision that impacts business. A Power Point slide presentation will reveal what has transpired during actual marketing and branding activities. During this workshop it will become clear what function do; Image, Awareness and brand Content have in making a purchase decision. And why some brands succeed while others fails in one and the same market? Why it is of vital importance to have a brand positioning before implementing any marketing measures and how to develop a suitable positioning and proposition? And more importantly, how to continuously come up with relevant marketing ideas. What will you get out of this? This workshop is for people who seek answers to questions they can’t get answered anywhere else. Marketing inspired branding seminar / workshops have been conducted in Karlsruhe Germany, Addis Ababa, Kuala Lumpur, Dubai, Hong Kong, Manila and Bangkok. Attending this session will give you get a better understanding of why the symbiotic relationship between marketing and branding, matters.

Power Point over head slide presentation of about 150 slides, explaining the reasons why some brands do well while others don’t.

B /W prints of the presentation as take away.

Chapter 1 101 marketing & branding Introduction to a largely misunderstood commercial reality. Some basic facts and terminology essential for successful application. What are the elements of marketing & branding?

Chapter 5 Cross border marketing & branding. What needs to be considered before loading the containers destined for a market abroad. Over there, there is no home turf support . Customer’s habits and rituals are vaguely known. This kit shown what needs to succeed.

Chapter 2 Brand dissection. Beyond the obvious recognition of brand personalities different parts of a brand have different functions . This chapter will explain how these brand elements relate to each other and what to consider when building a brand.

Chapter 3 Marketing inspired branding. The advantages of relevant insights gained through marketing analysis provides to a closely related branding program. (Including helpful charts).

Chapter 4 Successful marketing & branding in the 21st century. Exploring milestone differences and progressions that deserves consideration when introducing a new brand ( including helpful charts).

Chapter 6 Leadership in brand management. Guidelines and ethical tactic for building a competitive edge. Including essential maintenance methods.

Chapter 12 days / six chapters.

Agree disagree What I think

G&A has 11 marketing and branding exercises designed to highlight strategic points in building up a business. Depending on time available group exercises will be conducted. Attendee’s participation is required.

Venue open (Ice breaker) 8:30

Introduct ion to concepts / def in i t ions/ WHY 9:00-10:00

Coffee break 10:15-10:30

Lecture Chapter 1 & 2 10:30-12:00

Lunch break 12:00-13:00

Discussions Q&A Chapter 3 13:00-15:00

Coffee break 15:00-15:15

Lecture cont inuat ion and exercises 15:15-16:30

Venue open, recap 8:30

Q&A about chapters 1,2,3 9:00-10:00

Coffee break 10:15-10:30

Lecture chapter 4 10:30-12:00

Lunch break 12:00-13:00

Lecture chapter 5,6 Q&A and exercises 13:00-15:00

Coffee break 15:00-15:15

Discussion about 4 &6 exercises and wrap up. 15:15-16:30

D a y t w o

P lease keep in mind tha t th is i s a p re l im inary schedu le . Changes tha t su i t the a t tendees be t te r, may app ly.

Group exercises: Depending on availability of time, group exercises shall take place whereby attendees are being challenged to find a solution for simple hypothetical situation. Interactive segment: A special form will be distributed to attendees who would like to get answers to their marketing questions. Abstract: Marketing inspired branding describes the intrinsic link between marketing and branding. A business practice that has proven to be effective in the USA and Europe but is hardly used anywhere else. Since business has become much more complex applying marketing inspired branding has been used to manage expenditure better. Successful Marketing & Branding in the 21st Century hinges on understanding the fast evolving dynamics of socio economic conditions. This workshop examines shifts in business practices within a commercial environment. In compiling the material for this workshop, we were fully aware of the fact that comparisons can only be considered as tenuous indications because past events cannot be compared with projective scenarios in a specific market. Recognizing that everything must change and that as inconvenient as they are, changes represent great opportunities. Topics: Acquiring Know-How results in progress, always! •“How to gain a competitive advantage?” •“How to select a suitable commercial platform? •“How do I start a business with limited capital?” •“How to set up marketing priorities?” •“How to star an ideation program? •“How to come up with a cost effective IMC?” •“How to protect my brand’s reputation?” •“How can I convince others to follow my ideas?” •“How to decide which risk to take and which not?” •“How to confront bias against my brand?”

Mult iple changes on mult iple levels at the same t ime. Not just in the immediate v ic in i ty but d is tant economic t remors have a profound inf luence on your bus iness. I t is no longer suf f ic ient to have a B Plan or a C p lan. Free wheel ing innovat ion is more d i f f icu l t to achieve. The contradict ing outgoing posit ion. Frequent changes in the parameters of the outgoing pos i t ion changes the way successfu l bus iness is conducted. Understand the contradic t ions of outgoing pos i t ions between marketers and consumers is a major factor in developing new market ing mechanisms.

Contrary to a wide spread belief, marketing is not accomplished by making the best offer, but by making an unmatched offer.

Entrepreneurs and CEO’S who have taken th is adv ice to heart have inev i tably benef i ted s igni f icant ly f rom adding that d i f ferent iat ion value to thei r bus inesses

Following the established business practices can only lead to similar results. In a fast changing economy unknown variables are both, an opportunity and a potential stumbling block. A new mantra of ideas led business practices is the best way to successes.

Alex Goslar lecturer

After receiv ing h is d ip loma in Vienna Austr ia , Alex ’s career path took h im to London,

Bangkok, Chicago and to Frankfur t Germany where Alex worked as a European

Creat ive Di rector on in ternat ional accounts.

A proponent of proact ive engagement, Alex brought about remarkable changes to

in ternat ional brands whi le work ing at SF & Partners in London, at OAG Advert is ing

Munich, J .W. Thompson Chicago and at the Leo Burnet t Company.

During h is journey, Alex created d is t inct ive campaigns for g lobal brands

that earned h im prest ig ious in ternat ional awards in Japan The USA and Europe.

Amongst them:

2 Golden L ions f rom the Cannes Fi lm Fest iva l , New York Cleo awards,

the London Advert is ing Fest iva l , The New York One show and the Los Angeles ar t

d i rector ’s c lub. In addi t ion to h is dai ly act iv i t ies

Alex publ ished several papers on the re lat ionships between people and brands.

Through h is in tens ive involvement Alex was able to coach young execut ive who intern

became contr ibutors to the cause of proact ive engagement.

Since 2001 Alex works out of h is independent Branding Agency in Bangkok, serv ing

c l ients in As ia Afr ica and Europe.

In addi t ion to bui ld ing Brands, Alex conducted Seminars and workshops on the subject

of market ing inspi red Branding for pr ivate enterpr ises as wel l as for Univers i t ies.

Alex is a regular co lumnist for the Thai month ly publ icat ion Brand Age.

He has two books about branding to h is credi t . Brand exper ience and Brand in Black,

which was publ ished in 2011

1 Brand new future 2 ABU DHABI Combat ing adverse economic in f luences 3 ABU DHABI Apply ing Brand Power 4 KL Leadership in Brand management 5 BKK Academy of creat ive th ink ing 6 BKK A-PR DUSIT THANI Success in Hospi ta l i ty business 7 BKK the unleashing bus iness in ASEAN 8 BKK Ef fect iveness of Brand af f in i ty 9 MAHIDOL Univers i ty Essent ia l market ing too ls

10 SHANGHAI China Luxury dr ive 11 BKK Cross border branding NANO 12 BKK Def in i t ion: What is a brand / what is branding? 13 DEP Export ing brands f rom Asia 14 KARLSRUHE Barr iers between East West market ing 15 BKK Generat ing Ideas that work. 16 KL The upside potent ia l o f branding 17 HONG KONG Appl icat ion of KPI in branding 18 ADDIS ABABA Advancing Eth iopia 19 DUBAI Leadership in brand management 20 KL Business in tegrat ion in ASEAN 21 ABU DHABI Successfu l market ing in unfavorable condi t ions 22 AIM BKK Successfu l branding in the 21 century 23 BKK Successfu l branding in a cul tura l ly d iverse ASEAN 24 MANILA cross border market ing in the AEC 25 BKK Be aware of being Bamboozled. 26 BKK EDU seminar 101 market ing 27 ABUJA 8th CEO Boot Camp. A workshop l ike no other. 28 BKK The unequivocal Brand currency 29 FRR Leveraging Brand Power 30 BKK Bui ld ing a Brand Personal i ty 31 BMO The importance of Brand reputat ion in banking 32 HK understanding aspects of Branding 33 HK Bui ld ing a successfu l Brand 34 BKK Chula univers i ty Seminar Market ing inspi rat ions 36 KL Cr is is Communicat ion management 37 BKK Ut i l iz ing today 's connect iv i ty to your advantage. 38 BKK Transcending f rom B -B to B-C 39 BKK Bel ie f . A pre condi t ion to any t ransact ion in market ing. 40 BKK Idea generat ion sess ion. Coming up wi th bet ter ideas. 41 BKK Chula univers i ty Seminar Market ing inspi rat ions 42 KL Cr is is Communicat ion management

Some of Alex’s previous Seminar / workshops

1 A Brand new future

2 ABU DHABI Combating adverse economic influences

3 ABU DHABI Applying Brand Power

4 ABUJA Leadership in Brand management

5 BKK Academy of creative thinking

6 BKK A-PR Dusit Thani Hospitality business

7 BKK the unleashing business in ASEAN

8 BKK Effectiveness of Brand aff inity

9 LAGOS Re-branding

10 SHANGHAI China Luxury drive

11 BKK Cross border branding NANO

12 BKK Definit ion: What is a brand / what is branding?

13 DEP Exporting brands from Asia

14 KARLSRUHE Barriers between East West marketing

15 BKK Generating Ideas that work.

16 KL The upside potential of branding

17 BKK Money matters

18 ADDIS ABABA Advancing Ethiopia

19 DUBAI Advancing to the next level 20 KL Business integration in ASEAN

22 AIM BKK Successful branding in the 21 century

23 BKK Successful branding in ASEAN

24 MANILA cross border marketing in the AEC

25 BKK Be aware of being Bamboozled.

26 BKK EDU seminar 101 marketing

27 ABUJA 8th CEO Boot Camp

28 BKK The unequivocal Brand currency

29 LAGOS Leveraging Brand Power

30 BKK Building a Brand Personality

31 BMO The importance of Brand reputation

Af te r rece i v ing h i s d ip loma in V ienna Aus t r i a , A lex ’s ca ree r pa th t ook h im to Lond on , Bangkok , Ch icago and t o F rank fu r t Ge rmany whe re A lex wo rked as a Eu ropean Crea t i ve D i rec to r on i n t e rna t i ona l accoun ts . A p roponen t o f cons t ruc t i ve engagemen t , A lex b rough t abou t remarkab le changes t o i n t e rna t i ona l b rands wh i l e wo rk ing a t SF & Pa r tne rs i n London , a t OAG Adve r t i s i ng Mun ich , J .W. Thompson Ch icago and a t t he Leo Bu rne t t Company. Du r ing h i s j ou rney, A lex c rea ted d i s t i n c t i ve campa igns f o r g loba l b rands t ha t ea rned h im p res t i g ious i n t e rna t i ona l awa rds i n Japan The USA and Eu rope . Amongs t t hem: 2 Go lden L ions f rom the Cannes F i lm Fes t i va l , New Yo rk C leo awa rds , t he London Adve r t i s i ng Fes t i va l , The New Yo rk One show and t he Los Ange les a r t d i rec to r ’s c l ub . I n add i t i on t o h i s da i l y ac t i v i t i e s A lex pub l i shed seve ra l pape rs on t he re la t i onsh ips be tween peop le and b rands . Th rough h i s i n t ens i ve i nvo l vemen t A lex was ab le t o coach young execu t i ve who i n te rn became con t r i bu to rs t o t he cause o f pos i t i ve engagemen t . S ince 2001 A lex wo rks ou t o f h i s i ndependen t B rand ing Agency i n Bangkok , se rv ing c l i en t s i n As ia A f r i ca and Eu rope . I n add i t i on t o bu i l d ing B rands , A lex cond uc ted Semina rs on t he sub jec t o f ma rke t i ng i nsp i red B rand ing f o r p r i va te en te rp r i ses as we l l a s f o r t he Un ive rs i t i e s . A lex i s a regu la r co lumn is t f o r t he Tha i mon th l y pub l i ca t i on B rand Age . He has two books abou t b rand ing t o h i s c red i t . B rand expe r ience and B rand i n B lack , wh ich was pub l i shed i n 2011

S o m e o f A l e x ’ s i n t e r n a t i on a l a w a r d s .

Pictor ia l references