Forrester: - Making Leaders Successful Every Day

Event Overview

Companies care deeply about their brands. But while brand enhancement is a top priority for companies' Web sites, few actively measure how their brands achieve the two major aspects of online branding ¿ Brand Action and Brand Image. Forrester's Web Site Brand Review Methodology gives firms a framework for measuring how effectively their Web sites enable user tasks and how well sites resonate with brand positioning.

This event is designed for two days of intensive Web site brand evaluation training. The session provides an understanding of Forrester's Web Site Brand Review Methodology, the tools and training to evaluate a site's Brand Image and Brand Action, and completed Brand Image and Brand Action scorecards ¿ conducted in collaboration with Forrester analysts and peers. The online Brand Review Workshop also presents the do's and don'ts of Web site branding and best practices on the Web today.

Please note: This course is designed for pairs of attendees from the same company.

During two days of presentations, hands-on exercises, and discussions, Forrester analysts teach you how to:

• Implement Forrester's Brand Review methodology. Looking objectively at your Web site can be difficult without a clear understanding of your brand's attributes. Once you have learned Forrester's Brand Review methodology, you can unify your online and offline brand experience. Review your scorecard findings with your peers, and discuss next steps for continued brand support in your online content.
   
• Evaluate your Web site's Brand Image and Brand Action. Useful Web sites communicate value in an emotionally engaging way while offering useful, useable content and function. Complete Forrester's Brand Image and Brand Action scorecards to uncover flaws in your Web site's brand experience, which can prevent users from accomplishing key goals or contradict your company's brand attributes.
   
• Document user goals and brand positioning. You can't revise your online brand positioning unless you understand your users and the key goals they are trying to accomplish on your Web site. Assess how brands are successful online, and develop a list of intended brand attributes that accurately position your brand.
   

Who Should Attend?

This Workshop is designed for Directors/VPs of Marketing, Customer Experience, and Interactive Marketing, Product Managers and eBusiness decision-makers who hire, manage, or approve the work of online designers and design firms.

Why Attend?

• Work closely with Forrester analysts. Attendance is limited to maximize client-analyst interaction.
• Understand the trends and technologies that matter most to your role.
• Complete hands-on exercises applying the same methodologies that Forrester analysts use for their own research.
• Network with peers facing similar goals and challenges.
• Leave with an action plan and strategy that will generate new growth for your company.