Date: 26 Sep 2017, 8:30 - 12:00
Host: Quadric (in Nomad Workspace building), Blegdamsvej 6B, 2200 København N
Does YOUR company stand out in the minds of your target customers in the US? Does your management team agree on what differentiates you / what you want to stand for?
Industry leading companies focus on differentiating themselves in surprisingly simple ways. Volvo’s focus on safety, Nike’s focus on inspiration and innovation, and Coloplast’s focus on making life easier are examples of this. However, building a strong and differentiated brand is not reserved for only large global companies. In fact, having a clear focus is paramount for any company with strong growth ambitions. As an outsider trying to enter the US market, it is even more important to know the competitive landscape and understand what uniquely differentiates your company to people within your value chain. This clear focus will help align all activities in your growth agenda.
This seminar will provide inspiration and translate insights from leading brands into practical tools that will help you understand how you can build strategic differentiation in your company. We’ll have expert guidance from Michael Sherain, partner at Quadric. We will also hear from the marketing experts at LEMAN and Epista Life Science, who will talk about their experience using positioning strategy in their companies, with tips and advice on how to make it happen. This event is designed for companies of all-sizes with strong growth objectives.
Einar Dyrhauge, Executive Director, Danish-American Business Forum
Building Strategic Differentiation
Michael Sherain, Partner, Quadric
Learn from leading brands how a clear focus can drive your growth. Michael Sherain is the co-founder of Quadric, a strategic positioning, brand and marketing consultancy. In addition to his activities at Quadric, Michael is an external lecturer at DTU and a seminar lecturer for CEMS at the Copenhagen Business School. He is also a sixth-generation Californian and graduate of the University of California, Berkeley.
Coffee and Networking Break
Case 1: LEMAN – creating a position in the US market
Birgitte Hansson, Group Communication & Marketing Manager, LEMAN
How is LEMAN working to differentiate itself in the US?
Case 2: Epista Life Science – Finding the right position in a competitive niche market
Evi Larsen, Marketing and Communications Manager, Epista Life Science
Epista, after growing from 3 to 40 people in just six years, realized that their message needed to catch up to their high-quality services. Learn about the method they used to find the right position, what they are doing to continuously support that position, and the results they are achieving with their efforts.
Wrapup and Q&A
Light networking lunch