Building Strong Brands
May 9, 10, 2024 | 9:00-17:00
Paris, France
EUR 990 + VAT
Strategies that break the rules of Marketing are often the ones that work best. Paris has been the birthplace of many such brands, some have been revived from the grave, others simply started with nothing more than a brilliant concept. All have been building strong foundations that can cross borders and withstand the test of time.
This course is part of the longer Sales & Marketing Programme, however, it is also available for purchase and completion as a separate course.
Context
Delegates will learn how Parisian brands have been positioning, repositioning, reviving and regenerating brands towards being competitive and ethical prestigious / luxury brands that can succeed in key categories across the world. Secretive brands will be shown and historical secrets will also be shared.
Lecturer
Philippe Mihailovich built his career in operational brand marketing management with global blue chip f.m.c.g cosmetic companies in Johannesburg and London (Clairol, Mum, Nivea, Wella and British Telecom) before establishing Couture Brands, a designer brand development consultancy in London, New York and Paris. During his part-time PhD Research, he became a founding theorist of Brand Architecture and Brand Stretching principles.
In Paris, he worked with Vogue International, L’Official, Spoon and Art Review magazines, sometimes as strategist and sometimes as a video journalist in order to infiltrate the traditionally closed world of luxury before books on luxury theory existed. As such, he was able to develop unique models which he now shares as an Adjunct Professor at various fashion, business and communications schools in France and abroad, including SSE Riga.
Philippe is also a founding partner of the discreet luxury branding consultancy for Niche challengers and top CEOs, HAUTeLUXE in London and Paris and the lead author of “HAUTE ‘Luxury’ Branding” which was selected as a “Top 10 Branding Book” by The Branding Journal USA in 2021. In 2022 he introduced the concept of “Haute Diamanterie” as a ‘sustainable appellation’ for high-end natural diamonds. The first such diamond was worn by H.S.H Princess Charlene of Monaco at the 2022 Princess Grace Awards in NYC.
Who should attend
Entrepreneurs, CEOs, Marketing and Sales executives including those in B2B.
Content
Competitor Analysis and Strategic Insights for Strategic Brand Planning
Benefits to the participants
Expect a deconstruction and reconstruction of your marketing world view
Benefits to the organization
Strategic thinking for Operational Marketing
Participation fee
EUR 990 + VAT
The price includes access to all training materials, catering, books, cases, tools, and models.
The participation fee does not include travel and hotel expenses .