The Psychology of Novelty: Breathing New Life into Established B2B Brands & Products (Half Day)

(Half Day Workshop)

Workshop Description
In a world where 'new' equates to excitement and engagement, established brands often face the challenge of fading allure. No longer the “new kid on the block,” these brands and their products must find innovative ways to rekindle their “start up” spark that once captivated their audience. This workshop is a call to action for brands that have stood the test of time – to evolve, adapt, and become “new again” in a marketplace that relentlessly seeks the next big thing.

Led by a marketing practitioner with over 16 years’ experience leading B2B brand transformation, this workshop shows participants just how the psychology of ‘novelty’ can reinvigorate customer engagement and loyalty, and how that quality can be leveraged for your own brand and/or product. Participants will learn from real world case studies what works – and hasn’t worked – for brands facing the reinvigoration challenge, and how specific positioning techniques can be applied to revitalize your own business. Lastly, participants walk away with a plan to successfully adopt the novelty approach internally and stakeholder gain buy-in.

Who is this workshop for?
This workshop is ideal for marketing professionals, brand managers, product marketers, and business leaders in the B2B sector seeking to rejuvenate their brand's appeal and engagement in a competitive landscape.

Workshop Benefits
This workshop helps attendees improve marketing efficiency by teaching them:

• How to adopt a culture of innovation.
• How to leverage brand and/or product positioning to empower cross-functional alignment across the business.

This workshop helps attendees improve marketing effectiveness by teaching them:

• The psychological and neuroscientific basis behind consumers' attraction to novelty.
• Key takeaways from both successful and unsuccessful brand rejuvenation case studies that apply to their brand.
• Eight unique positioning techniques to make their brand and/or product feel new again.

This workshop helps attendees improve marketing ROI by teaching them:

• How to reach new customers in a crowded field.
• How to re-engage existing customers faster and win their loyalty.
• How to equip sales teams to achieve faster sales growth.

Download the full agenda here