Based on Rick Barrera’s Wall Street Journal bestselling book, this program will show you how to radically differentiate your brand -- by designing and delivering extraordinary customer experiences that instantly differentiate your company. Discover how companies like Lexus, Google, American Girl, Tivo and others created huge brands in unbelievably short periods of time -- by identifying and focusing on the critical “TouchPoints” that matter most to their customers. Rick Barrera’s TouchPoint Branding will enable you to build a world-class brand in less time with less investment.

Key Concepts:

• Your brand is the sum of the experiences delivered by your Product and Service TouchPoints, your Systems TouchPoints and your Human TouchPoints

• Brands are believed to be created at the top of the organization -- but the experience your customer receives at the front line determines your true brand image in the customer’s mind

• Many firms do not have articulated brand promises. Without an articulated brand promise, customers don’t know what to expect from your products or services, or why they should choose you over your competitors

• Articulated brand promises also facilitate “internal alignment” -- by detailing exactly what customers should expect, and what employees must deliver

• Alignment is essential. When there is a disconnect between the brand promise and the customer experience delivered at the point of contact, brand value is destroyed

• Breakaway brands have changed the definition of great customer service -- from a heroic face-to-face human interaction, to an exceptionally well-differentiated product or service delivered by an exceptionally well-executed system.

Participants Learn:

• Why building a strong brand is essential to growth, profitability and stock valuation

• Why brand building is everyone’s role and shouldn’t be relegated to the marketing department alone

• Where true brand building begins and ends -- with customers

• Why traditional brand building methods no longer work

• How articulating a powerful, differentiated brand promise drives the creation of a breakaway brand

• How to identify the critical TouchPoints that matter most to customers, and how to ensure that each TouchPoint delivers on your brand promise

• Why word-of-mouth is rapidly becoming the most significant brand-building tool

• How to use TouchPoint Branding to drive word-of-mouth

• How inconsistency destroys brand value

• How to use the power of alignment to deliver “Cool Experiences” to customers

• Which 3 encounters create the most value for customers

• How to define the role, style, look, sound, feel and actions of your team

• What cutting-edge companies in a variety of industries are doing to create breakaway brands with a fraction of the typical investment

• How to keep customers passionately involved with your brand

Audiences
This topic is essential for any organization that wants to stand out from the competition while leading your industry in growth and profit. Senior executives will find the research and examples compelling. Line managers will learn what has been missing in their execution. And the front line will learn what they must do on a daily basis to ensure that customers drive the marketplace buzz that builds breakaway brands.

Program Length
This program is available as a keynote presentation, as well as interactive half- and full- day sessions.

Overpromise Speech extras:

• Books for keynote attendees and access to the downloadable MP3 audio book.

• Overpromise and Overdeliver Learning Map Workshop.

• Half- or full-day sessions to have Rick work with groups, do panel discussions, or lead any variety of other program enhancements.

• Custom Mastery courses.

View other speaking topics on:
Customer Service
Collaborative Selling
Future Trends and Innovation