Dr. Dan Herman's keynote talks are non-technical and
appropriate for general interest and varied business and professional audiences.
They will spice up every conference, major company event and management
retreat.
Advantagizing: An alternative approach to competitive strategy that will bring you an unfair competitive advantage
Advantagizing means strategizing for competitive advantage.
This talk explores how companies gain an advantage in the eyes of customers.
Dr. Herman touches upon the psychological aspect of competitive advantage,
recounts illuminating examples of unusual and successful approaches and
exposes covert (and surprising) principles at work. He tells the story
of the path leading to an unfair advantage, the kind of advantage that
pulls you out of the rat race and leaves you safe from the competition.
In some cases, you can even create your own private monopoly.
Every blue ocean eventually turns red. Create an unfair advantage instead.
"Blue Ocean Strategy" is a bestselling management book written by Professors W. Chan Kim and Renée Mauborgne of INSEAD. The book is about capturing an uncontested market space, and thereby making competition irrelevant. Not for long, though! says Dr. Herman. Moving away from where all the sharks are gathered is a great start in creating a differentiated strategy and pulling ahead of the crowd. Not being imitated and making that gap a permanent one requires a further leap in the level of competitive strategy. This speech introduces the concept of Unfair Competitive Advantage and explains how it’s done and how it differs from blue ocean strategy.
How
companies and brands can create a new future and find TNT - Their
Next (Big) Thing
Identifying and creating opportunities for marketing
success, time after time, is one of the most demanding challenges executives
face. The pressure to achieve continuous growth, combined with hypercompetition
and restless consumers, demands perpetual (and successful) innovation
in business models, products, services and marketing tactics. This talk
is aimed at a general audience and gives a clear introduction to innovative
methods such as “What’s Next?” and Opportunity Scan (O-Scan) that cutting
edge marketers are using today to find new opportunities.
The
secret of differentiation that customers adore and that competitors
don't imitate.
Companies that enjoy competitive advantages are gloriously
different. By being different in the right way, consumers feel that you
are not only better than your competitors, they feel that there is no
comparison – giving you a private monopoly of your own. This keynote
talk introduces and explains the methods used to achieve this competitive
advantage.
Insider information from the consumer's mind
This talk introduces and explains the effects of evolving
new trends in consumer behavior, including The Fear of Missing Out (FoMO),
the Cycle of Desire, Unsatisfiable and Regenerating Motivations, the "Life
Is Elsewhere Syndrome", the Infatuation Model, and other crucial insights
for understanding the psychological makeup of today's consumer.
How
products and brands achieve meteoric success: The Marketing Hits Formula
and Short Term Brands (STBs) that revolutionize branding.
Marketing Hits are sometimes just lucky accidents.
However, in some categories, it is possible
to plan, create and launch Hits in a methodical way. Dan
Herman has researched the secrets of marketing Hits in a number of categories
and has developed techniques and procedures that turn the creation of
Hits into a learnable skill. In this lecture, Dan Herman will share
his unique understanding of STBs and Hits and how you might
use them in your marketing plan.
The
mysteries of brands that offer consumers a psychological or a social
instrumentality and achieve outstanding emotional significance
The truly miraculous potential of brands is to provide
customers with a benefit that extends beyond the tangible advantages
of the product. A brand can be an instrument that consumers use to attain
experiential, psychological, interpersonal and social gains. This
talk offers an introduction to the benefits that you can provide to really “turn-on” customers
to your brand, product and company.
Brands
that are Just-On-Desire and click immediately with consumers' emotions
Some brands have an immediate Feel-Appeal to consumers; Dr. Herman reveals their secrets. He introduces and explains the marketing process from the Branding level that achieves an effect upon the consumer (the Psychological Level) which in turn affects the Behavioral Level which, not accidentally, achieves our marketing goals (the Marketing Level). This feat requires an understanding of how brands become emotionally significant. A vital part of this process is creating intangible instrumentality for the consumer – that quality your brand possesses which generates feelings that customers in turn use to enrich their reality. This fascinating talk introduces and describes the way consumers interact with brands.
The trance and the drama of powerful brands
Dr. Dan Herman has created an original approach to
using drama theory and theories based on hypnosis, in the development
of creative concepts for brands that can be implemented in all marketing,
service and communication activities. These concepts will provide a brand
with great emotional significance in the eyes of the consumer. This revealing
talk introduces and explains the new concepts he has discovered. It’s
one show you won’t want to miss.
Eternal
principles and the current trends in luxury - creating Prestige brands,
VIP services, Exclusive retail and more.
The wealthy classes are growing in size in almost every society. There are new tiers of wealth evolving. Who are the affluent of today and tomorrow? What are their new and not so obvious motivations? What attracts and repels them? How do they choose? What expertise do you need and what code of conduct do you have to adhere to, in order to attract them? Some of the principles are truly counter-intuitive and very surprising! One trait the wealthy share is that they demand that the rules be broken for them. Learn how to profit from this. This lecture introduces and explains everything you need to know about marketing, branding and selling to the affluent.
Dr.
Dan Herman's
