Where are the people that buy dress suits at Sears? Their multi-million dollar ad campaign certainly makes it clear that they carry suits at Sears, but somehow it seems that Sears is recognized primarily for tools and home appliances (Craftsman and Kenmore). No matter how hard Sears tries to change the image of the brand that's been built for a hundred years, there are many, many people who can't see them for anything other than their original brands.

There's the lesson: You don't control your brand, your customer does. You might try to decide what you stand for, but the customer ultimately decides whether in fact you stand for that or not.

Dodge Communications offers seminar and workshop formats of Your Customer Still Owns Your Brand. This program is designed to teach the salesperson, corporate marketer, manager or executive how to build a formidable brand with your customers in mind.

Learn how to...

• Identify your brand personality
• Shape your competitors' brands
• Measure the strength and performance of your brand
• Distinguish the differences between selling and branding, and why each is critically important
• Differentiate your brand in a sea of sameness
• Find the fine line between puffery and professionalism
• Enhance the value of core messages
• Many say the concept of the business-to-business technology brand died with the dot-com failures. Hardly. A solid, sustainable brand is more important than ever.

To learn more about Your Customer Still Owns Your Brand or other workshops for the healthcare industry, email Dodge Communications at workshops@dodgecommunications.com or call 770-998-0500 today.