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Master Class
Workshop
Experiential Branding & Communications – Improving Brand Integration Through Emotional Engagement
Understanding branding and communications from the standpoint of emotional engagement and building relevant and meaningful dialogue with customers.
Understanding branding & communications
The evolution of brand importance
The evolution of communications strategy
Using experiential marketing for engagement
Managing ongoing dialogue with customers Training
Сourse Duration
Team Dynamics
Number of Participants
The Senteo Learning Experience Methodology
Delivery formats
Hybrid education
This training delivery format is a customized solution to maximize your learning team’s time. Different portions of the courses are delivered onsite, remote over Zoom, and/or online in The Senteo Online Learning Center.
Onsite education
This is a flexible and tailor-made solution that allows you to be trained in Senteo’s methodology in a physical environment. Subscribe to stay informed of our onsite education offering.
Remote education
Engage real-time education over Zoom just as you would in a physical environment. This learning delivery method allows a perfect balance between theoretical content, individual assignments, live interactions, and practical group exercises over Zoom breakout rooms and other new-generation collaborative tools.
What Will You Learn?
Understanding Branding & Communications: Students will gain a solid understanding of the fundamentals of branding and communications, including their importance, development, and management approaches. They will explore how these elements contribute to building a strong brand identity.
Evolution of Brand Importance: Students will delve into the historical context and evolution of brand importance. They will learn about the changing perspectives and strategies related to branding, discovering how brands have become increasingly significant in today's business landscape.
Evolution of Communications Strategy: This module focuses on the evolution of communications strategy and mechanics. Students will explore different communication channels, understanding how they have evolved over time. They will also learn about management approaches to effectively implement communication strategies.
Experiential Marketing: Students will explore experiential marketing as a powerful tool for engagement. They will learn how to create emotional connections with customers through immersive and interactive experiences. This section will cover various tactics and techniques used in experiential marketing campaigns.
Managing Dialogue with Customers: Building on the previous sections, students will develop skills in managing relevant and meaningful dialogue with customers. They will learn effective communication techniques to foster engagement, create brand advocates, and strengthen customer relationships.
Who’s this Course for?
Marketing Professionals: Professionals working in marketing roles who want to deepen their understanding of branding, communications, and customer engagement strategies. This workshop or master class will provide them with insights and techniques to enhance their marketing campaigns and create stronger connections with their target audience.
Brand Managers: Individuals responsible for managing and maintaining a brand's identity and reputation will find value in this workshop or master class. They will learn how emotional engagement and experiential marketing can contribute to building a strong brand and fostering customer loyalty.
Communication Specialists: Professionals involved in crafting and implementing communication strategies will gain a deeper understanding of the evolution of communications and learn how to effectively engage customers through meaningful dialogue.
Entrepreneurs and Business Owners: Individuals starting their own businesses or managing small to medium-sized enterprises can learn valuable branding and communication strategies from this workshop or master class. They will understand how to create emotional connections with customers, differentiate their brand, and communicate effectively in a competitive marketplace.
Students and Aspiring Marketers: Those studying marketing or aspiring to pursue a career in marketing will find this course beneficial. It provides a comprehensive introduction to branding, communications, and customer engagement, giving them a solid foundation to build upon in their academic or professional journey.
Education Journey
Chapter 1
Introduction to Branding & Communications
Chapter 2
The Evolution of Brand Importance, Development, & Management Approaches
Chapter 3
The Evolution of Communications Strategy & Mechanics, & Management Approaches
Chapter 4
Experiential Marketing – Using Emotional Engagement Tactics as a Tool for Engagement
Chapter 5
Managing Relevant & Meaningful Dialogue with Customers
The Senteo Learning Experience
All of our educational programs follow a simple but very effective approach designed together with an organizational psychologist to improve the retention of concepts and stimulate application of the methodology to real world business needs. All programs are structured with the following four components:
Learn — understand the theory and mechanics behind each aspect of the methodology
Do — apply the different aspects of the methodology during exercises and work groups
See — observe real world applications, examples and case studies related to each aspect of the methodology
Extend — identify and support the possibilities for real-world applications of the methodology specific to current business needs and goals
Testimonials
Michael’s workshops and master classes are always memorable and rated as “excellent.” It’s a pleasure to work with him and the entire Senteo team.
Alexey S.
We recently participated in an online training session with our colleagues from VTB about “Experiential Innovation”. During the training, Michael provided valuable insights into the economics of customer experiences, guided us in building Customer Journey Maps (CJMs), and highlighted the distinction between customer-centric and human-centric business models. He was exceptionally open, responsive, and generously shared his wealth of experience and knowledge. The training also gave me the opportunity to apply my understanding of behavioral economics and neurophysiology to real-life business cases. Once again, I want to express my gratitude to Michael and his entire team on behalf of myself and my colleagues. The experience was truly outstanding! 👍🔥
Anna Sh.
For someone like me, an IT specialist and tech enthusiast, Michael’s course was like a journey to Mars! It felt like discovering a whole new planet that I was thrilled to explore. Everything was fresh and incredibly interesting. And the best part? Thanks to Michel, complex concepts were explained in a simple language that I could easily grasp. The assignments were designed in a way that pushed me to come up with original ideas. I highly recommend it to everyone!
Dmitriy G.
Achieving high productivity with minimal time investment!
Non-conventional and invaluable! From June 9th to 11th, I participated in the online training “Experiential Innovation,” and to say that it was an explosion of emotions, knowledge, and communication is an understatement! The materials provided by Michael are simple and easy to understand, and the tools used during the training are highly convenient. The result of this training is a boost of energy and even greater desire to delve deeper into the subject matter! Hold on, customers, this is going to be phenomenal! !#senteo
Elizabeth S.
Clear explanations, valuable information, knowledgeable instructor.
Fachar K.
I had the privilege to participate in Michael’s training about creating exceptional customer experiences. The experience was incredibly interesting, productive, and engaging. As someone who was new to online training, I was pleasantly surprised by the remarkable level of dynamics and engagement it offered. It was a truly cool and informative experience! I wholeheartedly recommend it to everyone.
Gleb St.
Achieving high productivity with minimal time investment! Unconventional and valuable!
Irina Sh.
#senteo#MichaelRuckman
In an amazing way, he combines the depth of the subject with an easy delivery of complex materials. Employees from different levels participated in the online training “Experiential Innovation” for VTB Bank, and here are the key points highlighted by the participants:
1. Convenience and comfort of conducting the training over Zoom and utilizing Miro boards.
2. The training content. The connection between the product, the customer, long-term relationships, and creating innovative solutions to transition from a product-centric approach to a relationship-centric one is crucial and applicable to any innovation.
3. The chat support and participant engagement before the training were organized in a very natural and gentle manner.
4. The outcome of the training resulted in specific sets of innovative solutions in six different areas. This means that we could immediately put into practice what we worked on during the training. The knowledge gained is highly practical, which is essential for my company.
5. Michael:) I cannot fail to mention the charisma and vast experience of our trainer, Michael. It was extremely valuable that he shared his experience from different organizations.
In summary: I wholeheartedly recommend Senteo’s training sessions and plan to explore their other offerings as well.
Janna Kh.
#Senteo and #MichaelRuckman – each presentation reveals a new side of the CX approach. I like the fine balance of theory and practice, as well as the combination of both seriousness and humor in the presentations at conferences and workshops, which makes the process even more fascinating and engaging.
Luiza U.
Great ideas and concepts for understanding the role of customer experience and customer relationship.
Natalia S.
We took the UX Redesign course in an online format. Everything was organized excellently, with convenient tools for collaborative work. We didn’t notice any difference compared to in-person training. The team did a great job.
Roman N.
Training from #MichaelRuckman is all about simplifying the complex. The materials, delivery, and support are top-notch. After three days of training, the amount of knowledge acquired exceeded expectations. I want to specifically highlight the atmosphere, which inspires you to strive for new achievements! Thank you.
Sara B.
Great course! Helpful practice activities.
Tresford Ch.
Irecently completed Michael Ruckman’s online training, “Experiential Innovation” for VTB Bank.” Three unforgettable days filled with an incredible emotional charge, a wealth of new knowledge and tools that can now be applied in practice. Throughout the training, I found myself realizing that every piece of information presented held immense value and would be beneficial in my future work. I extend a heartfelt thank you to Michael and the Senteo team for simply being who you are and for the outstanding work you do!
Yuliya A.
MEET YOUR PROFESSOR
Michael Ruckman, President & CEO of Senteo
Michael Ruckman, President & CEO of Senteo
Michael is a regular keynote speaker and guest lecturer at Stockholm School of Economics, Skolkovo School of Management, UNLV, Financial University, BAI, EFMA, Lafferty, ICSC, MECS+R, as well as many other international conferences and corporate events. As well, Michael has authored dozens of educational courses in the areas of strategy, digital and business model transformation, leadership, customer experience, corporate culture development, gamification, customer relationship management (CRM), and others with over 30,000 participants since 2004.
25 years
of experience
30,000+
graduates
300+
projects
30
countries
25 years
of experience
30,000+
graduates
300+
projects
30
countries
Experiential Branding & Communications – Improving Brand Integration Through Emotional Engagement
Understanding branding & communications The evolution of brand importance The evolution of communications strategy Using experiential marketing for engagement Managing ongoing dialogue with customers Senteo Online Education Calculator
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Answering your questions
Team and corporate learning are essential for enhancing business performance as they enable employees to acquire new skills, knowledge, and perspectives. By investing in learning and development programs, organizations can foster a culture of continuous improvement, innovation, and adaptability. This, in turn, leads to increased productivity, employee engagement, and better decision-making throughout the company.
Effective team and corporate learning programs vary depending on the organization's needs and goals. However, a combination of interactive workshops, leadership development initiatives, advisory & coaching programs, online modules, and hands-on experiential learning tends to yield positive results. Customized programs that align with specific business challenges and incorporate real-life scenarios tend to be particularly effective.
Measuring the impact and ROI of team and corporate learning can be done through various methods, such as pre- and post-assessments, feedback surveys, performance evaluations, and tracking key performance indicators (KPIs). Additionally, organizations can analyze factors like employee retention rates, customer satisfaction scores, revenue growth, and productivity improvements to gauge the overall impact of learning initiatives on business outcomes.
To ensure effective application of knowledge, it's crucial to create a supportive learning environment that encourages knowledge sharing, collaboration, and continuous improvement. This can be achieved through ongoing coaching and mentoring, providing opportunities for practical application of newly acquired skills, establishing clear performance expectations, and integrating learning into daily work routines. Regular follow-up and reinforcement activities can also help reinforce and solidify learning outcomes.
Fostering a culture of continuous learning and development requires a multi-faceted approach. It starts with leadership commitment and support for learning initiatives. Organizations can encourage continuous learning by offering opportunities for skill-building, providing access to relevant resources and training programs, recognizing and rewarding employees who prioritize learning, and fostering a safe environment where individuals feel comfortable experimenting and taking risks. Encouraging knowledge-sharing practices, promoting cross-functional collaboration, and promoting a growth mindset can also contribute to a culture of continuous learning.
Still Have Questions?
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Michael Ruckman, President & CEO of Senteo talks about Customer Contacts, Experiences, and Journeys in this fast moving presentation from the MECS+R Congress in 2021 in Dubai.
Clayton M. Christensen follows The Innovator’s Dilemma with The Innovator’s Solution, an answer for how businesses can create and sustain growth within their company in the face of innovation.
In the book The Experience-Centric Organization: How to Win Through Customer Experience, author Simon Clatworthy provides an in-depth guide of the organizational evolution of experience-centric business models.
In this updated edition, the author builds on the concepts of his 2006 book in more detail and provides more examples of how companies implemented the system.
This quick 5-minute video explains the difference between User Experience, Customer Experience and Life Experience, provides examples of each and explains the difference between CEM and CXO.
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