Brand Building Workshop Certification Institute: Brand Building Workshop Program Overview Faculty: Glenn H Tecker President and CEO Tecker Consultants LLC Robin Wedewer President Wedewer Research

Program Overview Building Your Program’s Brand Program Outline: Welcome & Introduction Agenda and Objectives I How to Make the Case for Investment:  Defining the terms  Anticipating the future  Competition and value proposition  Strategic value - credentialing as leverage II How To Find Out:  Finding out what certificants & stakeholders really value  Finding out what certificants & stakeholders really want  Finding out what certificants & stakeholders really need  Acting on the information III. How To Focus:  Focusing on primary and secondary markets  Focusing on core values  Focusing on primary benefits & preferred attributes  Case study  Action planning © 2009 BY Tecker Consultants LLC & Wedewer Research 2

Program Overview III. How to Align:  The Key to Brand Consistency  Aligning enterprise behavior  Aligning staff behavior  Aligning delivery & access vehicles  Earning the desired reputation  Case study  Action Planning IV. How to Communicate:  Communicating the right messages  Communicating through the right vehicles  Communicating realistic optimism  Earning certificant & stakeholder loyalty  Action Planning V. Lessons Learned © 2009 BY Tecker Consultants LLC & Wedewer Research 3

Some Key Topics:  Bad and best practices of brand related research.  Traditional assumptions about accreditation, licensing certification and certificates that produce “dumb info”.  How to determine what really constitutes value and preferences of certificant/stakeholder and prospective certificant/stakeholder.  Developing a research agenda and monitoring system to sustain brand freshness.  Subtleties of brand research methods in credentialing organizations.  Defining the brand message.  Key attributes and manifestations.  Defining and implementing brand behavior at the enterprise, group and individual levels.  Mapping the culture, behavior and experience needed to earn the desired brand reputation.  How to achieve consistency and avoid behavior that destroys the desired brand reputation.  Case studies.  Lessons learned and guided action planning for your own initiative. © 2009 BY Tecker Consultants LLC & Wedewer Research 6