TW575 - Brand relevant consumer insights
2 Dec
Brand relevant consumer insights
How the right insight can drive brand and business success.
Course content
- Understanding consumer wants, needs, hopes, dreams, phobias and fears.
- Distinguishing between observation, data and insight.
- Determining when an insight is “past its sell by date”.
- Practice working with information to determine what an insight is… and is not.
What you will learn
- The role of insight in developing competitive, consumer focused marketing communications.
- How to determine if a valid consumer insight is appropriate for your brand.
- How to evolve insight for a wide range of communications activations.
Key benefits
- Individuals will gain
- Organisations will benefit from improved marketing communications, resulting from brand appropriate insight.
Who is the course aimed at?
- An introductory to intermediate level course for marketers with responsibility for choosing and using insight.
Facilitator
- Jeanie Bergin, Creator, Thinking W.I.D.E.
Jeanie started her career with the creators of positioning – Trout & Ries. She has held top agency positions in the UK and US. She is the creator of the Thinking W.I.D.E.™ framework for releasing useful creativity. Her work ranges from consulting to copywriting, public speaking to private coaching. She is a leader in developing value based approaches to evaluating and remunerating agency and client teams. She works in the UK, US and across Europe with such organisations as Coca-Cola, SABMiller, and Heinz – as well as chairing industry events.
COST OF TRAINING: £395 (£464.13 inc VAT)
TIME: 9.30am – 5pm
VENUE: ISBA, Langham House, 1b Portland Place, London W1B 1PN. Nearest tubes are Oxford Circus and Great Portland Street
FURTHER INFORMATION: Please contact Elvira Bagge at elvirab@isba.org.uk or call 020 7291 9020
Terms & Conditions
- All workshop bookings must be made in writing, by email or through our website.
- You will receive confirmation of your booking from ISBA. If you have not received confirmation of your booking by the day before the event, please contact the Events Team on 020 7291 9020.
- The cost of the course will be invoiced once your booking has been confirmed. Make all cheques payable to ISBA. We also take credit cards.
- Course fees must be paid in full prior to the date of the workshop.
- All cancellations must be made in writing.
- If a booking is cancelled within 14 days of the workshop date the fee will be payable in full and is not refundable.
- Cancellations received in writing more than 14 days before the workshop will receive a refund minus 20% of the workshop charge for administration.
- The full course fee will be charged if the delegate does not turn up on the day of the workshop.
- ISBA reserves the right to cancel, alter or reschedule any workshop. In the event of this happening you will be offered a full refund of your course fee.
