2015TRAININGCALENDAR

The BSD Group stable

We develop brand and communication strategies through a unique set of principles and tools that position brands where they are at their best to fully exploit the potential that surrounds them. This is to enable them to uniquely engage with their diverse audiences. We’ve spent years defining and refining methods that get us to the heart and soul of our clients audiences; methods that enable us to understand their perceptions, motivations and needs. Our goal is to creatively distill the essence of what is most important, unique and compelling to you and your audiences so that you can achieve your overall corporate objectives. By eliminating all the clutter, we allow your true, simple and meaningful brand experience to innovatively emerge. We create a connection that puts you in the heart of your consumer.

Core Offering: Research & Insights Gathering | Brand Strategy | Internal Brand Engagement | Brand Identity Development and Management

AVID PR is a communications consultancy that brings together a skill set of professionals and communication specialists to address the regions’ most pertinent communication challenges as currently experienced by varied Corporate, Not for Profit Organisations, Government Bodies and Public Sector Organisations. Avid PR aims to transcend a cluttered communication space by developing strategically thought out and differentiated messaging, carried through channels that create effective communication for our varied range of clients. We offer our clients a range of specialist capabilities – by issue, transaction, sector or audience – designed to deliver the most desired communication. Our vast connections ensure the right brand message is effectively crafted and delivered.

Core Offering: Corporate Communication | Stakeholder Relationship Management | Media Relations & Coaching | Crisis Communication Management | Financial Communication | Sports Communication | CSR Communication

Whiteboard does not start with an ad, nor do we start with media, we start from ‘A Different Place’. A Place where today’s discerning, well informed and knowledgable consumers want you to be. At Whiteboard we bring to you a unique understanding of the consumer enabled by the digital age. With this we are able to leverage our creative power to craft communication that connects you to this new, empowered consumer. A consumer who requires a differentiated approach to the communication needs. A consumer who requires an agency that sees beyond picture and colours. At Whiteboard, we combine high level strategic thinking, world-class implementation flavoured with a magical African touch.

Core Offering: Creative Development | Advertising | Digital Marketing | Media | Production

Aims to fulfill BSD’s corporate mission of developing brand leaders for Africa. BrandQuad offers well developed brand – based trainings modules, both open or closed programs throughout the year. These cover various subject areas such as Brand Innovation & Management, Driving the Employer Brand, Brand & Crisis Communications, Brand Media Relations, Sponsorship Marketing, Digital Branding, Relationship Marketing and Brand Audit & Tracking.

Core Offering: BrandQuadTM Programs (Open and Closed Courses), Breakfast With BrandQuad

AWARDED MSK BEST BRAND PR CAMPAIGN 2014

In an effort to ensure you draw the best value for your brand communications investment with BSD, we have realigned various services and products into well-structured subsidiary companies to serve you effectively in four specialty areas. Our principal objective is to create a connection that puts you in the heart and mind of your consumer. To do this effectively we shall remain curious to identify the best

possible way while being optimistic about our every possibility. We remain rooted in the strength of our African values and refreshingly creative in every solution we propose. In addition, we will be disruptive in the environments in which our propositions are implemented. Without a doubt, BSD can achieve this – and much much more – for you.

The BrandQuad journey

One calm evening in Africa, two young entepreneurs sat deep in conversation. The question? What would it take to build great brand leaders and accelerate the continent’s social economic performance in this generation. Europe and America did it; Asia is doing it; why not Africa?

Thomas Watson Snr once said, “to be

successful, you need to have your heart in your

business and your business in your heart”. He

must have hoped that entrepreneurs, who

could dare, would take him up on this. In

2009, the dream to build a business that would

focus on building both brand leaders and

brands for Africa was firmly crystallized.

BrandQuad Africa was

set up to transform the understanding and

experience of brand building in a rapidly

evolving yet increasingly competitive regional

economic landscape.

What exactly is a brand? Is it a well-known

company, product or service? Is brand

colourful advertising or perhaps a really

large picture of zealously smiling executives

strategically placed in the business pages of

a daily newspaper? As a matter of fact,

brand may be all this but certainly much more.

A good brand stir consumer emotions

and elicit pleasurable feelings. The responses

could be inspirational, patriotic or liberating.

Its essence must be felt rather than measured;

it has to connect with its intended consumer.

“In an ideal world the People are the Brand”~Jarrett Nixon~

What is Brand ?

“A brand is a promise

made and a promise kept.”

~ Interbrand ~

“Branding is not only about ubiquity, visibility, and

functions; it is about bonding emotionally with people in

their daily lives. Only when a product or service kindles an emotional dialogue with the

consumer, can this product or service qualify to be a brand.”

~ Gobe (2001) ~

“A brand does not exist until it exists in the mind of its

customer.”~ Fournier 1997 ~

“The internalized sum of all impressions received

by customers and consumers resulting in

a distinctive position in the ‘mind’s eye’ based on perceived emotional and

functional benefits.”~ Knapp (2000) ~

“Brand is the business

of business.”~ BSD Group ~

This program is designed to enable organizations drive vibrant engagement with their stakeholders through strategic communication in order to nurture a company’s brand equity. It also teaches on the fundamentals of crisis communications management.

Module objectives• Gainaclearunderstandingofbrandanditscritical role in the success of the organisation.

• FormulationofacomprehensiveCommunication strategy, including the key elements of a Crisis Communications strategy that will engage both external and internal stakeholders.

• EnableparticipantsunderstandCrisis Communication Management.

• Enableparticipantsgainanindepth understanding of Public Relations.

• Discussglobaltrendsandbestpracticecasesof Crisis Communication Management in the advent of the information age, with emphasis on the role of Social Media as a communication platform.

Brand & Crisis Communications

This module is designed to enable you professionally manage your brand and strengthen your positioning in a competitive marketing environment.

This module is designed to enable you develop and maintain a positive brand driven culture through employee engagement and alignment to the overall brand vision.

Module objectives• Enableparticipantsstrategicallypositiontheir brands in a competitive environment.

• Enableparticipantsunderstandbrandasa strategic business tool; that ‘brand is the business of business’.

• Enableparticipantsunderstandhowbrandscan be used to unleash Africa’s untapped economic potential.

• Enableparticipantsunderstandhowtomanage a brand portfolio.

• Equipparticipantswiththecompetencetoknow when and how to strategically “retire” brands.

Module objectives• Enableparticipantsattachvalueinthe development and maintenance of brand driven business behaviour.

• Enableparticipantsunderstandthepowerof influence and their role in inculcating a brand driven business culture within their teams.

• Enableparticipantsunderstandtheimportance of Employee engagement and the subsequent link to customer acquisition and retention.

• Enableparticipantsunderstandtheco-relation between organisational culture and strategic business results.

Brand Innovation & Management

Driving the Employer Brand

April, 20th & 21stOctober, 12th & 13th

February, 16th & 17thJuly, 13th & 14th

March, 19th & 20thNovember, 16th &17th

BrandQuad modules

This program elaborates how your brand interacts with the media and how to gain confidence and take full command of your next media encounter.

With more people increasingly spending time on social media, this module is designed to elaborate on strategic ways social media can be leveraged to derive value from its investment. Additionally, it expounds on the process of finding, packaging, distributing and amplifying relevant brand stories on the digital space.

Module objectives• Enableparticipantsunderstandwhatmakes the media tick.

• Enableparticipantstounderstandhowtomake the media your brand building partner.

• Enableparticipantslearnhowtoprepareand participate in interviews.

•Enableparticipantstounderstandthe critical role of ethics and results based media management.

• Providepracticalroleplaysessions.

Brand & Media Relations

Module objectives• HowdoIimprovethewaymybrandcanbetter engage online consumers?

•Mybrandhasauniquestorytotell,butwheredoI start?

•Whatistheroleofsocialmediainshapingfuture interaction between consumers and brands?

• Howdoyoutrack,monitorandmeasurethe success of social media?

• HowdoIengageconsumersonmybrand’s owned digital platforms?

• HowdoIfullyleveragemydigitalrealestate beyond social media?

• HowdoIaddcontentpublishingtomycompany’s services?

Digital Branding

April, 23rd & 24thOctober, 15th & 16th July, 9th & 10th

BrandQuad modules...Continued

To manage people’s brand choices one has to move beyond historical value propositional thinking to have a deep understanding of the emotional drivers of that community. A brand is an experience. It is the inextricable mental associations and emotional linkages that consumers create when valuing a brands emotional relevance.

Module objectives•Enableparticipantsunderstandhowtobuild and activate brand communities for today’s omnichannel world with a digital core

•Enableparticipantsunderstandhowtomigrate from stakeholders to communities/tribes

•Enableparticipantsunderstandhowtoconnect with the challenge of Millennials and other new digitally driven demographics

•Enableparticipantsunderstandthehiddenforces that shape buying decisions

Behavioral Economics & Emotional Branding

June, 25th & 26th

This module is designed to enable you to differentiate yourself and stand out from the crowd by identifying your unique value proposition, then leveraging it across platforms with a consistent message and image to achieve a specific goal.

This module is designed to enable you classify potential customers, discover their preferred content delivery mode and digital hangouts and then build a marketing strategy aimed at that specific group.

Module objectives•Enable participants gain an in-depth understanding of, and new insights into personal branding, and its value to the individual’s career advancement

• Equip participants with the competence to know how to package themselves and their careers as brands that are recognizable and respected.

• Enable participants to understand how personal branding can enable individuals work together to achieve organizational goals

• Equipparticipantswiththeknowledgeofhow companies can maximize their corporate brand investment via individual personal branding.

Module objectives•Enableparticipantsgainunderstandingofwhat target marketing is and what value it can provide to an organization

•Explaintheprocessoftargetmarketingandhow to use it as a tool to understand your intended market

•Equipparticipantswiththeknowledgeofhow to successfully target the customers you want by refining your process and as a result, respond to their specific needs.

•Enableparticipantsunderstandhowbestto position themselves in the mind of their intended market and how to develop effective strategies that will drive customer acquisition and retention.

Personal Branding Target Marketing

September, 24th & 25th

BrandQuad modules...Continued

Perhaps one of the most exciting modules, this is designed to enable you understand why corporate organisations are increasingly engaging in and capitalising on sponsorship marketing as a brand building strategy for their organisations whilst driving great corporate returns.

Module objectives• Enableparticipantsgainanunderstandingof successful brand usage, both at the local and international level and how to effectively build brands through sponsorship marketing

• Provideaguidingrationaleforselectionof sponsorship investments opportunities for the organization. Which vehicle(s) is best suited to meet your brand objectives?

• BuildawarenessofyourbrandaroundSports events in order to increase participation in the sport and also build a connection to your brand, with the aim of nurturing customer loyalty and brand recognition

• Identifymeasurementandtrackingmetricsof selected sports investment portfolios, to provide an acceptable ROI measure for your organization.

Sponsorship Marketing

August, 13th & 14th September, 21st & 22nd

This is designed to enable you understand the real value of your customers, how they can become a strategic partner for your brand in order to drive an effective retention strategy and lead to great customer satisfaction.

Module objectives• Enableparticipantstounderstandrelationship marketing

• Enableparticipantstoknowthedifferentmethods of attracting and keeping customers

• Enableparticipantstounderstandhow relationship marketing contributes to a business’s competitiveness and survival

Relationship Marketing

July, 16th & 17th

Please note that all paymentsshould be made in favour of;

BrandQuad Africa Ltd.

BrandQuad modules...Continued

8 Modules

KShs 530,000 PP

4 Modules

KShs 290,000 PP

2 Modules

KShs 165,000 PP

10 Modules

KShs 602,500 PP

1 Module

KShs 82,500 PP

Exclusive of VAT

This module is designed to enable you understand the process and value of measuring your brand performance and grasp tangible return on investment. Make your investment count!

Module objectives• Enableparticipantsprofessionallymanage their brand’s strength in a competitive marketing environment.

• Enableparticipantstounderstandwhatbrand equity means for their business.

• Enableparticipantslearnhowtoconducta brand audit.

• Enableparticipantslearnhowtointerpret brand tracking metrics.

• Enableparticipantslearntoimplementpractical formulae in brand measurement.

Brand Audit & Tracking

August, 20th & 21stNovember, 19th & 20th

Our faculty Program facilitators

Dr. Michael GoldmanDr. Michael Goldman is a Brand Management Specialist based at the University of San Francisco in the US and also holds an adjunct faculty role with the Gordon Institute of Business Science in Johannesburg, South Africa. Through his work with MTN, Barclays, PepsiCo, SABMiller, Nokia and others, Michael assists brands to connect, engage and grow with their chosen profitable customers.

“We live our lives through brands, which presents exciting opportunities and some challenges for businesses. Working with leading East African managers through the BrandQuad sessions is always a highlight!”

“I was introduced to Kenya through Brand Quad Digital Marketing facilitation in 2011, and this was at the time that the world was waking up up to digital technology breakthroughs by this country of can-do mindsets. I am eternally grateful for that opportunity.”

“In the Information Age conversations have become a powerful tool in marketing and shared experiences boost our collective knowledge around consumer engagement on digital platforms.”

“Facilitating the BrandQuad Trainings is a huge honour for me. It’s a place where likeminded brand leaders meet - a nurturing environment for your mind and soul. You will graduate with a feeling of having taken your professional ambitions to the next level”.

“An opportunity to build brands and change lives through the power of sports.”

Dr. Dunja Kartte Dr. Dunja Kartte is a Management Consultant and an expert in Strategic Marketing, Brand and Business strategy across industries, both in Business-to-Consumer and Business-to-Business. She lecturers at the Vega School of Brand Innovation and the Gordon Institute of Business Science in Johannesburg, South Africa. She holds a Ph.D. in Economics, her doctorate being in the interrelationship of Brand Equity, Corporate Equity and Shareholder Value.

Ponga Liwewe Ponga Liwewe has worked in the field of sport as a magazine editor, sponsorship manager and broadcaster. He was deputy editor at African Soccer Magazine.At SAB Miller he managed the COSAFA Castle Cup, Castle Lager Cup, Premier Soccer League and BafanaBafana sponsorships. He runs his own company, Mpila Media that specializes in sports management, sponsorship and TV production.

William Seyama William Seyama is an avid Marketer, Online Strategist and Infopreneur. He is the founder and CEO of eNitiate Integrated Solutions based in Rivonia, Johannesburg. He has vast experience in digital marketing strategy development and communication, online research and analysis, online reputation management and end-to-end online project management.

Joe Otin Joe Otin is the CEO of The Collective, an interactive ad agency focused on social media management and digital advertising with its offices in Nairobi. He founded this agency in order to serve a technologically advanced market in Africa through mobile telephony, Internet and social media growth. He’s the former Managing Director of Ipsos Media division in pan-Africa, where he oversaw the operations in 7 African countries and automated media monitoring. He has published numerous papers including ‘Is Africa Ready for Advertising ROI Measurement’ among others.

Patricia Ithau Patricia Ithau is a seasoned marketer, having helped build some of the world’s leading brands in the region. She has worked in Unilever where over a 15 year marketing career she helped launch and develop some of Kenya’s leading brands. Her achievements included launching leading brands such as Fair & Lovely, Sunlight Detergent Powder and relaunching detergent brand Omo. She also led the strategy for innovation and integration of the culinary brands Knorr and Royco across sub Sahara Africa whilst heading the Regional Innovation Centre. Other than her B.Com (Hons), degree, she is also a holder of a MBA (Strategic Management) form USIU-Africa, has attended the Advanced Management Program (Strathmore Business School & IESE Business School Barcelona) and Scenario Planning at Said Business School, Oxford. She is passionate about mentoring entrepreneurs and marketing professionals and is a speaker and lecturer at workshops, professional associations and Strathmore Business School.

Dr. Tendai Mhizha Tendai spent her early years travelling and was educated in 6 different countries. She holds a PhD in Business Science with the University of Derby, UK as well as a Masters in Strategic Management. Tendai Is a board level leader and serial entrepreneur with over 25 years experience in Pan-African General Management, Marketing, Branding, Research and Strategy. She has worked for The Edgars group, Wella, and within the Global WPP group extensively and still leads a 25 year old Pan African Market research Agency. She is also the founder and Chief Inspirer of Integra Africa – offering Unique Internal Brand Engagement TRRibe programs and Strategic solutions. Tendai was Entrepreneur of the Year for Zimbabwe in 2005 and she is also the author of the widely used Sub-Saharan African Living Standards Measure tool. She has worked in one way or another with most Multinational organizations including financial institutions, FMCG and cellular telephony operators in Africa and across the globe. She is a lecturer of Gordon Institute of Business Science(GIBS), as well as an avid public speaker with an infectious passion for people and the rapid development of The African continent!

Alan Hilburg,Alan Hilburg, President and CEO of Hilburg Associates, is internationally-recognized as both a leading brand strategist and pioneer in global crisis management. His branding work has been driven by unconventional insights into the concepts of brand protagonism, behavioral economics, emotional branding, brand/employee-customer encounter (the essentiality of managing the moments when employees interact with customers) and high-touch customer service.

His affirmatively disruptive solutions (driving profitability/measurable return on investment over awareness) have enabled him to establish himself as a sought after counselor on the alignment of institutional brands including National Geographic, United Way, University of California; financial service brands (JPMorgan Chase, Bank of America, Bank of Japan, Bank of England), country brands (Ireland, Jamaica, Dominican Republic, Slovenia), and consumer product brands (GE, Gillette, Johnson Wax, HP, Johnson & Johnson, Wendy’s, AT&T, Four Season Hotels). Alan’s management of the Tylenol defense wrote the textbook on crisis management. The Tylenol case is the platinum standard on effective crisis management and is taught as a case history in over 400 universities worldwide. He also successfully managed over 200 crises and 107 trials of the past 25 years creating a new global understanding of the importance of the inter-relationship between institutional brand equity, trust and the business continuity.

Our faculty Program facilitators

Marcela OspinaMarcela Ospina grew up in Colombia, studied anthropology, and now calls Johannesburg her home. As a Business Anthropologist, this places her at the fascinating intersection between anthropology and marketing – between insights and academics. Marcela had no idea that her studies into human behaviour would one day serve her well as a Digital Strategist, understanding a very special kind of Homo Sapien – the consumer. She believes that marketing is the art of behaviour change, and she is particularly interested in the way decision making takes place on subconscious level. In a world where technology propels our race forward at a mind-numbing pace, Marcela pauses to observe the human psyche. Having spent over 9 years understanding what drives human behaviour, Marcela continues to seal the divide between anthropology and business through symbolic meaning and storytelling.

This program is custom made to meet a client’s specific brand innovation, communication and management needs. We provide globally bench marked brand based solutions to the gaps that exist withinan organizationthrough our set ofseries modules.

Benefits of an in-house program:

•Customisedtraining

•Familiarterritory

•Comfortablepeerenvironment

•Provideslogisticalconvenience

•Buildsteamcohesion

•Embedsenthusiasmfornewbrandprincipals.

•Drivesbrandbasedorganisationalculture.

BrandQuadIn-house programs

We help build brand leaders for Africa.

We have excellentfacilitators drawn from the region.

We believein the brands that we work with.

Our programsare fun and highly interactive.

We draw heavily from relevant best practice.

We are persuasiveof African capitalism and citizenship.

Why train with us

Target audience

Business Owners

Human Resource Managers

Brand Managers

Customer Care Managers

Sales Managers

Marketing Managers

Corporate Affairs Managers

Communications Managers

Procurement Managers

Personal Assistants

Public Relations Officers

Production Managers

Digital CommunicationsSpecialists

Finance Managers

CEOs

Our alumni

Alumni testimonials

Bernadette Ngara_19 September, 2014

Director - Marketing & Corporate Communication, National Bank

“A very well structured, thought provoking training. It was well articulated and delivered, content was full of substance. It was mind filling and enhancing.”

Sheila Makunda_25 July, 2014

Manager - Marketing, Barclays Bank of Kenya

“I am glad. I finally know how to quantify the impact of my marketing initiatives. It’s a great starting point and I can now feel confident to demonstrate the actual impact to the business that the marketing team brings forth.”

Leah Waweru_14 February, 2014

Head of Marketing - Parapet Cleaning Services Ltd

“Great training presentation and valuable insights. Michael is not only well read but clearly a guy who has walked the talk – Well in BrandQuad!”

Eugene Awori_19 September, 2014

Investment Analyst - NABO Capital

“Lots of in-depth insight on how social media can be leveraged for business. Eye-opening.”

Marita Obare_14 February, 2014

Communications Officer - Nairobi Securities Exchange (NSE)

“The training was quite informative and challenged what NSE has been doing to create awareness and attract potential investors regionally and globally clearly the focus to be what investors want. I now have a clear map on what NSE needs to do to achieve and live its corporate philosophies and instill values amongst staff.”

Caroline Munene _25 July 2013

General Manager - AAR Insurance

“Thank you very much for such an excellent and value add seminar plus presentation. You prepared well, did enough reflections and delivered in a superb manner.”

Comark Onani_25 July, 2014

Web Developer - Chase Bank

“It was very educational and engaging. Managers and Ex-co want to attach numbers to investment and Brand audit and tracking has facilitated that.”

James Makau_24 October 2011

Communication Manager - CfC Stanbic Bank

“The role of the communicator is evolving. New skill sets and an intimate understanding of the brand as the catalyst to achieving the business ambition is key. What this course offers is a unique blend of practical case studies approached from a workshop format that any communicator can apply in this brave new world.”

“Brand is a company’s most important asset. In today’s ever changing world, building a brand requires discipline and skill, new and upto-date tools. BrandQuad’s training offers a fast track to success.”Prof. Murray B. Low, PHDDirector of Entrepreneurship Education_The Eugene Lang Entrepreneurship Center_Columbia Business School

Cathy Flats, Suite 1, Lenana Road

P.O. Box 10237 - 00100 Nairobi, Kenya

Registration: +254 020 2491078, +254 020 2491079

m. + 254 701 466 853 | +254 738 499 133

e. ruby@brandquadafrica.com | brandquadafrica@brandquadafrica.com

w. www.brandquadafrica.com @brand_quad facebook.com/brandquad A f r i c aBuilding brand leaders for

Lenana Road

brandquad@brandquadafrica.com