Agenda

Monday, March 31, 2014Tuesday, April 1, 2014Download Program Overview

Monday, March 31, 2014
Professional Testing, Inc. Training Room, Suite 750 N

1:00pm – 1:30pm

WELCOME, INTRODUCTIONS AND LUNCH

Share your expectations. What do you hope to learn from this workshop? What do you think of when you think of branding? What are your branding challenges?

Christine Niero, PhD, Vice President, Professional Testing, Inc.

1:30pm – 2:15pm

THE NEW RULES OF BRAND LEADERSHIP—Part 1

In our globalized, hyper-connected age, one question persists across every type of organization all over the word – what is brand leadership and how has it changed in the 21st century? Driven by rapid technological advancement, the digitization of nearly everything and the intricate interdependencies of the marketplace, the business landscape has transformed over the past two decades.

Natalie Judd, CEO Principal, Big Voice Communications
Larry Lynch, CAE, President, Environmental Health Testing
Graham Brent, Executive Director, National Commission for the Certification of Crane Operators

2:15pm – 2:30pm

NETWORKING BREAK

2:30 – 3:30

BRAND LEADERSHIP IN ACTION—PART 2

Those who lead today’s brands can no longer rely on once immutable truths or principles of brand leadership honored in the past.  Participants will explore the new rules of brand leadership through several case studies from global brands such as Apple, Harley Davidson and Google as well as for several certification organizations.

Natalie Judd, CEO Principal, Big Voice Communications
Larry Lynch, CAE, President, Environmental Health Testing
Graham Brent, Executive Director, National Commission for the Certification of Crane Operators

3:30 – 5:00

RETHINKING YOUR BRAND—PART 3

Using the lessons learned in the case studies you will work in facilitated breakout sessions for CEOs, marketing directors and credentialing managers to begin working on your own action plan for rethinking your certification organization’s brand.  In small workgroups, faculty will lead you through some exercises, and help you identify your brand attributes and rethink your brand leadership.

5:00pm – 6:30pm

EVENING RECEPTION (Hosted by Professional Testing, Inc.)

Unwind with faculty and your peers for more discussion.

Monday, March 31, 2014Tuesday, April 1, 2014Download Program Overview