Following the success of the two-day, residential course for The Chartered Institute of Marketing, run by Story since 2002, Story has been asked to deliver a similar two day interactive workshop for Alternatives based on our proprietary framework we call "IQ branding".

IQ branding assesses brands in terms of their initial Impact (the I) and the ongoing Quality of Engagement (the Q) and is based on the assumption that brands have to fulfil rational and emotional needs at each point of brand engagement. Most brands are strong in some quadrants but weaker in others. By identifying the quadrant(s) in which you're weak (e.g. emotional impact) and recognising those in which you are strong, you can create business-changing brand acquisition and retention strategies.

Day 1 - Impact
Brand awareness and customer aquisition. The online branding process, understanding your brand, translating values into functionality, audience profiling, visitor scenarios  email marketing and viral marketing. 

Day 2 - Quality of Engagement
Brand loyalty and customer retention. Content Management, online communities and search engine optimisation. Guest speakers and case studies are used throughout.

The next available residential course is at the Guinness Storehouse in Dublin:

23rd-24th October 2008

Book this course now