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Presentations
Brand Belongs Video Clip
Presentations by Kevin Clark:
Speaking Prospectus (pdf file)
"Enduring Brands" ©
Enduring brands go beyond ordinary limits. From his book, Brandscendence: Three Essential Elements of Enduring Brands, Kevin Clark makes the world of brands come alive for audiences around the world.
Imagine having an inside perspective on managing some of the world's most valuable brands such as BMW, Coke, Disney, General Electric, IBM, and even not-for-profit institutions such as the Red Cross are on the journey to Brandscendence. They have enduring reasons for being, yet adapt to changing circumstances and evolve over time. Brandscendence is designed to simplify the branding conversation to make brand strategy accessible to anyone - and to any organization.
Clark uses success stories and examples to illustrate his theory on the three essential elements enduring brands must manage: relevance, context and mutual benefit. First is the organization's or product's enduring relevance to the customer. Next is the context in which the brand must adapt to cultural shifts or changing economic needs of customers over time. Relationships are then turbocharged when all stakeholders perceive mutual benefit, which creates a bank of goodwill to nurture future interactions - and is crucial in times of crisis.
Once you've heard Brandscendence you'll be able to see branding at work every day and the heavy lifting it does all around you - and be able to start on the journey to gain competitive advantage by increasing customer consideration, preference, and loyalty.
Intended audience: Executives, managers, consultants and marketing professionals responsible for business strategy, brand strategy, change management.
"Brand Next™ " ©
The presentation "Brand Next™" is based on the chapters of the upcoming book
Brandscendence™: Three Essential Elements of Enduring Brands that focus on the future of brand strategy and brand management. Brandscendence is the fusion of "brand" and "transcendence" - brands that go beyond ordinary limits.
Brand strategy holds the power to redefine organization strategy at large.
Clark uses success stories and examples to illustrate his theory on the three essential elements enduring brands must manage: relevance, context and mutual benefit. Branding can focus resources and select valuable customers by being focused and relevant in specific and known ways. It can create a high performance culture that adapts to shifting contexts - or creates the context other must respond to in the marketplace. Branding must also lead in the creation of mutual benefit that drives more value for all players in the brand ecosystem.
Once you've heard "BrandNext" you'll be able to see the future of branding with more clarity - and see it at work every day all around you. Start on the journey to gain competitive advantage by increasing customer consideration, preference, and loyalty by hearing "BrandNext" today.
Intended audience: Executives, managers, consultants and marketing professionals responsible for business strategy, brand strategy, change management.
"Products are Solids, Customers are Liquids" ©
The energy of change is transforming traditional strategic planning. This presentation uses a metaphor - the three states of water - to talk about customers, products and companies. They can be frozen, liquid or gaseous, depending on the amount of energy applied to each.
Product specifications have to be frozen for some period of time, while customers are more like liquids. Customer needs and desires are in an ever-changing state of flux. While individuals aggregate to create mass markets, these markets are the result of fractal flows of emerging customer tastes and temperaments.
Solid products are always chasing liquid customers.
Learn how gain decisive competitive advantage by creating liquid flows between the boundaries of customers, products, services and organizations.
Intended audience: Executives, managers, consultants and marketing professionals responsible for business strategy, brand strategy, change management, and managers responsible for manufacturing, planning or service delivery.
"Kevin Clark was one of the best speakers we have ever had.
He is definitely a thought leader in the areas of brand strategy and marketing management. That and the fact that he is a very dynamic and exciting speaker made the evening with him the one that all events since then are measured against. We still get complaints that we did not allow more time for his presentation."
Shimon Shmueli
President
Washington, D.C. Chapter of the
Product Development & Management Association
"Kevin, let me thank you again for your keynote presentation at our annual German Mobile Computing Conference. Even in our 7th year and despite the economic conditions, the Spitzingsee event attracted over 240 attendees and underlined its status as THE leading event for the professional mobility market in Germany. So thank you for another outstanding keynote. (Note: This was the 6th keynote address by Kevin Clark to this conference out of 7 years. Kevin has been invited to deliver the keynote address again this year, 2004.)
Ralf Hinnenberg
DYP Media Consulting
Munich, Germany
Lecturing on market segmentation: "I want to thank you again for all your help with this class. The session is always successful, this year I think it was a home run. I had lunch with one student group on Friday and saw lots more at the Fuqua Friday beerfest, and got many, many spontaneous comments and compliments about how great your were (are). In fact, the pizza group politely told me I should shorten up my half of the session to give more time to you and the case. My students and I really appreciate all that you have done to make their learning experience a deep one."
John Lynch
Professor
Fuqua School of Business, Duke University
"All brands today must adapt to a changing world while remaining true to their heritage and what they stand for. Reading and applying the principles of Brandscendence will let you navigate these turbulent waters to create value for your company and meaning for your customers."
B. Joseph Pine, co-author, The Experience Economy and co-founder of Strategic Horizons LLP
"Brandscendence is an unusual and very personal memoir of the thoughts on branding of the brand steward of the IBM ThinkPad. Kevin Clark writes in the first person, drawing from his business experience, personal relationships, and his eclectic reading of the branding literature and work in allied social sciences. All thoughtful students of branding will be challenged by this creative and provocative book."
John Lynch, Professor of Marketing, Fuqua School of Business, Duke University
"I got to see Kevin in action the other day and I thought to myself, as I always do, 'this guy gets marketing right down to the DNA. Brandscendence is a book to take you through the mysteries of branding."
Grant McCracken, Cultural Anthropologist, author of Plenitude, and
Adjunct Professor, McGill University
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Keywords: brand, brand strategy, brand management, business strategy, marketing strategy, future, planning, change, change management.
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