Liverpool’s latest leading brand (CIM event review)
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- March 1st 2011
A determined band of delegates made it along to the latest CIM Merseyside event last Thursday in spite of a number of unforeseen obstacles that presented themselves on the night (which I won’t bring up again here!)
Those of us who managed to make it along weren’t disappointed. Speaker, Michelle Kemp, head of marketing at ACC Liverpool, home to the BT Convention Centre and the Echo Arena, gave a highly engaging presentation that took us on the brand journey so far for the impressive ACC complex at the King’s Dock.
Here are my key takeaways from the event:
- If you have ownership of a family of brands, think carefully about the rationale behind each one, their respective target audiences and how you can manage them to maximum effect.
- A mix of traditional and digital marketing channels remains the most powerful combination for many marketers.
- PR not only raises profile, it can also be an important corporate social responsibility tool.
- Social media offers marketers huge opportunities but be prepared to lose some control over your brand.
- Brands need to evolve over time or they risk losing market advantage.
- Consider the potential brand implications of any planned developments to your business.
In short, a great presentation that gave us an informative insight into the marketing activity that supports one of the city’s newest and most exciting brands.