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The Total Brand Experience Masterclass
Keeping the customer at the heart of your brand
Registration for Masterclass A will commence at 08:00. It will begin at 08:30 with refreshments being served at an appropriate time. The masterclass will conclude at 12:30 with lunch.
This Masterclass aims to demonstrate the importance of putting consumers at the heart of your brand, innovation and communication strategies. It will help you to develop effective strategies for ensuring your brands stay relevant to consumers as well as differentiated from competition. Specific areas that will be examined include:
• How can companies develop and deliver innovative research strategies?
• Using customers as a creative resource: Developing brand communities online
• Working with consumers to define your brand strategy
• How can we make the most of an increasingly demanding and savvy marketplace?
• Turning creative insight into strategy and innovation: The importance of effective implementation
Workshop Leaders
 Charles Trevail has been a leader in the consulting world for the past 20 years and in 2003 he co-founded Promise. Having built up two very high profile consultancies, Charles is passionate about reinventing companies and brands through co-creation with customers and stakeholders. At Promise, his approach is hands-on in working with and advising clients. Before Promise, Charles was Chief Executive of FutureBrand, and before that was Managing Director of Enterprise IG. As a founding member of both organisations, his leadership drove them to become leaders in their fields, establishing global reputations for their thinking, creativity and service delivery. He has advised companies and governments internationally, including British Airways, Volkswagen Group, Jumeirah, Silverjet, Visa and both the Dubai and UK Governments. He advised Tony Blair and New Labour on strategy in the 2005 general election and, more recently, he has worked with Gordon Brown on his transition to Prime Minister.
 Ben Hayman is currently a Consultant at Promise and prior to joining Promise in 2004, Ben worked at FutureBrand in London and New York. He was part of the team that set up their insight and innovation department, developing an understanding of consumer trends, product innovation and brand strategy. He has worked with a range of clients, particularly big FMCG brands such as Coca Cola, Cadburys and Britvic. This experience built his understanding of the importance in using creative techniques, getting closer to customers, and for innovation, to respond to genuine customer needs. Since joining Promise, he has developed his skills in consumer insight and brand development. He specialises in designing, facilitating and analysing large consumer insight and brand strategy programs. He has significant experience in the hotel and leisure sector and has led projects for clients such as Jumeirah, CC Africa, Silverjet, Jurys Doyle hotels and Cannons Health Clubs. He has also worked with clients in other areas including The Royal Mint, Laterooms.com, Whitbread, The Department for Constitutional Affairs and The Labour Party. His most prestigious achievement was presenting to Tony Blair in the cabinet office before the 2005 general election.
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