How To Make a Brand Experience

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How to Make a Brand Experience: Why Customer Experience is the Future of Your Brand

You¹ve got the great, logo, tagline, brand guidelines book and ad campaign ­ but is that really what your brand is all about? Smart companies around the world understand that their brand is more than the traditional marketing expressions of graphics, advertising and messaging. For companies with strong brands, it is all about the "customer experience."

Don't make the mistake of thinking that YOUR brand is different and is not experience driven. Every product and service has an experience component waiting to be discovered. In this workshop we will talk about the concepts of understanding and creating a brand experience, be it for teabags, parking spaces, computers, airlines, websites and anything else you can imagine.

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Start: Wednesday, May 5, 2010 at 1:00pm

End: Wednesday, May 5, 2010 at 2:00pm



For more than 25 years, Neil Cohen has been creating, building and managing brands for established global companies like Sega, Hilton, Arby's and McDonalds, and for entrepreneurial companies like adauction and campsix. For the past seven years, Neil has been the principal of Cohen & Company, a San Francisco-based brand/marketing strategy consulting firm that has done work for Yahoo!, Blue Shield, Friendster, San Francisco State University, SFO and more than 40 startups.

From 1990 - 94 Neil taught at the University of Southern California School of Journalism and still frequently lectures at major university business schools including San Francisco State University. He has been a guest speaker at the Haas School of Business, University of California, Berkeley, The Wharton School of the University of Pennsylvania, and the University of Chicago Graduate School of Business.