Dr. Dan Herman's professional lectures and short seminars
are aimed at C-level executives (top management) and top-tier professionals
in the fields of competitive strategy, marketing and branding. His lectures
provide a thorough introduction to his original approaches and methods
with a strong practical focus on actual use in the field.
Identifying
growth opportunities and devising growth strategies with the "What’s
Next?" process and the Opportunity Scan
(O-Scan) method.
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, handle competitors and
keep up with new technological innovations, in the face of increasingly
disloyal consumers is enormous. It demands a continuous supply of innovative
products and services, new profitable target audiences, new distribution
channels, new promotions and new marketing strategies and tactics. This
lecture gives a clear picture of the tools you’ll need to detect or invent
your company's opportunities for success, expose your consumers’ potential
and future wants, and capitalize on them faster than your competitors.
Creating successful Off-Core Differentiation
strategies and turning them into a Unique Success Formula that competitors
will not imitate - a private monopoly
Companies that enjoy competitive advantages are gloriously
different. By being different in the right way, consumers feel that they
are not only better than their competitors, they feel that there is no
comparison – thus giving them a monopoly of their own. This lecture reveals
the secret of successful differentiation that is not imitated, explains
the methods to achieve such an advantage with a view to using them with
your brand, product or company.
Predicting potential / future consumer wants
with the Consumer Fore-Search method
If you feel that today's consumer research methods
haven't given you any truly amazing insights, you're not alone. Research
(with emphasis on the "re") sends you off on the same old routes. There is an alternative with a different focus named ForeSearch. It will not only bring you to a completely different level of insight, it will also enable you to foresee and even engineer the future desires of your customers. You will be able to perform something we might call "mind surgery" that is both masterful and precise. Learn all about ForeSearch and its usefulness as a tool for your brand.
Achieving meteoric marketing successes with the Marketing
Hit Formula and the STB - Short Term Brands methodology
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, Dr. Herman shares this
unique knowledge of STBs and Hits and how you might use them
in your marketing plan.
Creating a psychological and/or social instrumentality
for a brand and applying the principles for creating emotional significance
The truly miraculous potential of a brand is to provide
customers with a benefit that extends beyond the tangible benefits of
the product. A brand can be an instrument that consumers use to attain
experiential, psychological, interpersonal and social benefits. This
lecture offers an introduction (with many practical tips) to the benefits
that you can apply to really “turn-on” customers to your
brand, product and company.
Developing brands that click immediately
with consumers' emotions using the Just-on Desire branding methodology
Some brands have an immediate Feel-Appeal to consumers
and 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 feeling your brand gives customers that they
in turn use to enrich their reality. This lecture describes the innovative
and creative tools to achieve your marketing goals and create intangible
instrumentality.
Bringing a brand to life with the Brand Drama method,
the Hypnotic Branding principles and, the Brand Trance approach
For thousands of years, drama theory has formulated
principles and methods for creating emotional involvement and achieving
emotional impact. Dr. Dan Herman has created an
original approach to using drama theory in the development of creative
concepts for brands that can be implemented in all marketing and communication
activities and even in service policy and at points of sale. These concepts
grant the brand great emotional significance in the eyes of the
consumer. Similarly, the practice of hypnosis and the power of suggestion,
normally used for medical and theatrical purposes are studied to learn
how consumers can connect with brands. Dr. Herman
presents concepts and tools that will help you create an exciting new
feel-appeal for your brand and will inspire a deep emotional link to
it, among both existing and potential buyers.
Creating Luxury - Prestige brands, Premium Products,
VIP Services, Upscale Retail, Elite Places, Exclusive Organizations,
...
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.
The Fear of Missing Out (FoMO) and other crucial
phenomena for understanding the psychological makeup of today's consumer
Consumers, driven by a new and very powerful motivation,
have become serial adopters of innovation in every category. Dan Herman
has identified this drive and calls it "The Fear of Missing Out (FoMO)." Research
shows that it is present in more than two-thirds of the consumers living
in developed countries, and in half of these consumers, it exists at
high levels. You can’t afford to “Miss Out” on this lecture which provides
a critical understanding of this crucial development. You’ll learn its
psychological roots, its effect on customer loyalty and how your company,
product or brand are affected. This lecture also introduces and explains
the effects of some other evolving trends in consumer behavior, including
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.
Dr.
Dan Herman's
