The Masterclass Day - Friday 2nd February 2018

8:30 AM - 9:00 AM Welcome coffee

9:00 AM - 5:00 PM Everyone in your organisation can and should be creating preference-driving customer value – regardless of their function

That’s the philosophy behind LeapQ’s Brand & Deliver Academy experiential learning programme. It’s been specifically designed by telecom industry experts to reinforce this idea and fuel the creation of strategies and innovations that can drive your organisation to the next level of success.

Participants work in competing teams, applying course concepts to complete “Brandopoly”, a strategy game based on a data-rich, forward-leaning market case that simulates the real-life challenges facing telecom players in an increasingly digital and disruptive competitive landscape. The rules are simple: the team that creates the most value wins.
This one-day learning curriculum will address and dispel misconceptions about what a brand is and the role it can play in taking organisations to the next level of success. It will highlight the importance of being both “good” and “different” in fighting price erosion and achieving competitive advantage. Participants will discover what it really takes to move from strategy into execution to create differentiating and preference-driving value for both customers and shareholders. And they’ll learn how to make brand the driving force in attaining commercial and financial objectives.
What will you learn in this workshop?

  • The principles behind High Performance BrandingTM – how to leverage brand to put your organisation leaps and bounds ahead of the competition
  • How to prioritise customer segments based on the ambitions and resources of your organisation
  • How to end the vicious cycle of chasing competitors and start focusing on creating customer value that leads to improved shareholder value
  • How to create customer-driven strategic marketing and brand platforms that drive sustained market differentiation
  • Practical tools and a framework for making the customer experience improvements that create the greatest impact on loyalty and commercial results
  • A greater understanding of the pitfalls that get in the way of successful execution of strategy and how to avoid them

About your workshop leaders

Stephen Blanchette and Katherine Scheibli are facilitators for LeapQ, a strategic marketing consulting firm whose sole purpose is to help organisations become High Performance Brands. Over the years, they’ve designed and delivered marketing capabilities learning programmes to over 1000 professionals in the telecoms sector across Europe and Asia and always with a positive NPS rating of 90% or higher. Their clients in the telecoms sector have included Vodafone, Telenor, STC, Veon, TDC, Yota, Bite and Cyta.