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SPS Webinar series: Driving business transformation through brand strategy 14 February 2013, 16.00 to 17.00 GMT - by audio and video conference About the SPS Strategic Webinar series In 2013, SPS started a new service exclusively reserved to its members, providing insight and practical recommendations to help them be more effective in their role as strategic managers. The recording of the first SPS seminar, on Open Innovation, is available on the SPS website: http://www.sps.org.uk/sps-learning/. Future topics will be chosen for their broad application and appeal to the membership of SPS. Future sessions are planned to address strategy and organization design, strategic decision- making, and strategy implementation in emerging markets. Driving business transformation through brand strategy Many managers recognised the difficult issue of deploying strategic plans effectively. There is a brilliant transformation plan, but how to best embed strategic change in the organisation, bringing customers, employees and partners on the journey? Brand strategy is a key component of corporate strategy and one of the most powerful ways to articulate simply what the organisation stands for, today and tomorrow. Our speakers will share their experience of using brand strategy as a strategic deployment tool. We look forward to welcoming you to this webinar on 14 February 2013 at 16.00 GMT. Agenda 1. Opening remarks, Vincent Rousselet, Interim CEO, SPS – 5 mins 2. Defining your brand, Kate Manasian, Director, Manasianandco - 20 mins 3. Engaging your organisation to deliver the brand, Bev Burgess, Director, The Capsicum Group - 20 mins 4. Q&A session with participants, moderated by Vincent Rousselet, 15 minutes

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SPS Webinar series: Driving business transformation through brand strategy

14 February 2013, 16.00 to 17.00 GMT - by audio and video conference

About the SPS Strategic Webinar series

In 2013, SPS started a new service exclusively reserved to its members, providing

insight and practical recommendations to help them be more effective in their role as

strategic managers. The recording of the first SPS seminar, on Open Innovation, is

available on the SPS website: http://www.sps.org.uk/sps-learning/. Future topics will be

chosen for their broad application and appeal to the membership of SPS. Future

sessions are planned to address strategy and organization design, strategic decision-

making, and strategy implementation in emerging markets.

Driving business transformation through brand strategy

Many managers recognised the difficult issue of deploying strategic plans effectively.

There is a brilliant transformation plan, but how to best embed strategic change in the

organisation, bringing customers, employees and partners on the journey? Brand

strategy is a key component of corporate strategy and one of the most powerful ways to

articulate simply what the organisation stands for, today and tomorrow. Our speakers will

share their experience of using brand strategy as a strategic deployment tool.

We look forward to welcoming you to this webinar on 14 February 2013 at 16.00 GMT.

Agenda

1. Opening remarks, Vincent Rousselet, Interim CEO, SPS – 5 mins

2. Defining your brand, Kate Manasian, Director, Manasianandco - 20 mins

3. Engaging your organisation to deliver the brand, Bev Burgess, Director, The

Capsicum Group - 20 mins

4. Q&A session with participants, moderated by Vincent Rousselet, 15 minutes

About our speakers:

Kate Manasian, MA

Kate Manasian is an American who has worked for over 25 years as a strategic brand

consultant. She was a director and owner of Wolff Olins, one of the world’s leading

branding agencies. She launched Wolff Olins’ US business in 1997. In 2009, Kate

formed her own company, Manasianandco, where she continues to work with clients at

board level advising on strategic brand issues.

In her years of practice, Kate has

worked across industries and has led

numerous global branding

programmes for clients such as BP,

Shell, Mitsubishi, BT, Unicef, World

Vision and PwC. She has worked in

the US, Asia and Europe. Her work

primarily involves helping boards and

senior managers establish and

communicate competitive positionings. Her approach is based on the belief that at the

heart of complicated businesses are simple truths.

Bev Burgess, MBA, BSc (Hons), FCIM

Bev Burgess is a director of The Capsicum Group, which helps companies to accelerate

their organic growth.

She has spent the past twenty years running and

marketing B2B service companies, from small start-ups

through to leading international businesses, and

including senior roles at British Gas, the Seiko Epson

Corporation and Fujitsu. She built the European

operations of the US-based IT Service Marketing

Association, consulting with and training members such

as Accenture, BT, Hewlett-Packard, IBM and Xerox.

Bev has helped organisations such as BDO LLP, Bupa, Fujitsu and Grant Thornton to

design and deliver programmes that deliver both their employer and customer brand

propositions.