All our programs are based upon the revolutionary
know-how created and developed by Dr. Dan Herman. His intensive training
workshops give you the opportunity to add his innovative approaches
and methods to your management and marketing team's toolkit – coached by
the master himself.
The workshops are aimed at providing a thorough
understanding of his concepts and approaches, with training in the
practical use of his tools , real time feedback, guidance and suggestions.
Advantagizing - strategizing for 'Off-Core' differentiation
and unfair competitive advantage
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
workshop reveals the secret of successful differentiation that is not
imitated by competitors. It focuses on acquiring and practicing
methods to achieve "unfair" competitive advantage.
Using the 'What's Next?' process and the 'Opportunity Scan' methodology
to identify and realize opportunities for growth and marketing success
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, deal with competitors,
and adapt to new technological innovations in the face of increasingly
disloyal consumers is enormous. It demands innovative products
and services (that will succeed!), new profitable target audiences, new
distribution channels, new promotions and new marketing strategies and
tactics. Don’t
miss this workshop - tool up to detect and map your company's opportunities
for success, your consumers’ potential
and future wants, and capitalize on them faster than your competitors.
Creating and launching Market 'Hits' and 'Short-Term
Brands'
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 intensive workshop Dr. Herman will share
his unique knowledge with you as you work on your own products
and brands.
Creating intangible brand usefulness and emotionally
significant brands
Successful strategy demands that you differentiate
your product in a way that appears advantageous and rare to consumers.
You must also create a benefit to your customer that extends beyond the
tangible benefits of your product. A brand can become an instrument that
consumers can use to attain experiential, psychological, interpersonal
and social benefits. This workshop offers an in-depth understanding
that you can apply to really “turn-on” customers to your brand, product
and company.
Using the 'Just-on-Desire' method and the 10 ways
of creating 'Intangible Instrumentality'
This workshop introduces you to a new logic
of strategy development. We take you from the Branding Level, which achieves
an effect upon the consumer according to our strategy (the Psychological
Level) which in turn affects the Behavioral Level which, not accidentally,
achieves our marketing goals (the Marketing Level). A vital part of this
process is creating intangible instrumentality for the consumer – that
feeling customers get from using your product that they in turn use to
enrich their reality. This workshop gives you the innovative and creative
tools to achieve your marketing goals and create intangible instrumentality.
Sophisticated
branding using 'Brand Drama' and 'Hypnotic Branding' to create and
maintain the all-important 'Brand Trance'
For over 2,500 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. In this unique workshop, Dr. Herman leads a fascinating
process, rich in experiences, during which you will create an exciting,
new feel-appeal for your brand that 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. In this workshop you will learn everything you need to know about marketing, branding and selling to the affluent.
Dr.
Dan Herman's
