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Ralph
Ardill plays
devil's
advocate
Ralph
Ardill, Founder of The Brand Experience Consultancy and former
Marketing and Strategic Director at Imagination, will provocatively
tackle this subject at a lively event, which is a must for
anyone involved in business development.
He
will look at the attitude the design industry has to selling
along with many of the creative, cultural and commercial issues
fueling the struggle.
Having ruffled
a few feathers, Ralph will then draw on his extensive and
diverse experience to share some practical guidance on how
you can break down the barriers involved in growing and moving
your business on.
Some of the un-conventional
wisdom that Ralph we be covering in this interactive session:
-Why
saying no is your best yes
-Why
you're never paid what you're
worth
-Why
charge-out rates are out of date
-Why
clients will never believe your fee
proposals
-Why
targeting sectors is a mugs game
-Why
selling-up can mean selling-out
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Ralph Ardill,
Founder and CEO of The Brand Experience Consultancy
Ralph
Ardill is Founder and CEO of The Brand Experience Consultancy and
recognised as one of the pioneers and leading authorities on Experiential
Branding, Design and Communication.
He
has consulted to some of the world's leading brands including Guinness
and CBR and these days particularly enjoys working on the brand-led
transformation of British businesses including J.W Lees, Global
Cool, Regatta and Sansaw Estates to help realise the full potential
of their brands both inside and outside their organisations.
Following
spells as a Business Analyst for Laura Ashley, a Brand Manager for
CBS Record and devising global Corporate Identity programmes for
Enterprise IG Ralph then spent a decade as Marketing and Strategic
Planning Director of Imagination - one of the world's most successful
and admired creative consultancies - where he was the inspiration
and driving force behind Imagination's Brand Experience offer.
In
June 2005 Ralph set-up The Brand Experience Consultancy - a new
business venture dedicated to helping brands explore and leverage
the commercial, creative and communication possibilities of the
emerging experiential economy.
In
doing so Ralph is pioneering a fresh approach centred on discovering
a core cultural truth within an organisation which can be crafted
into an Organising Thought to unify, orchestrate and inspire the
ongoing development of a business across the experiential cornerstones
of People, Product, Place and Promotion.
An
approach that goes far beyond marketing-by-numbers and brand sloganism
to put real people and human experience at the heart of modern branding.
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