Boyd, Managing Director of Parker Worldwide Ltd, a Direct Sales & Marketing - Marketing Consulting company, presented "Creating Differentiation and Brand awareness" conference in Madrid, Spain on 31st October 2009 at the Eurostars Madrid Tower Hotel.

With the commoditization of products, services and businesses, there is compelling need for Strategic Branding. Strategic branding provides the single-minded focus to make the tactics of branding work best—from breakthrough advertising to great direct marketing. In this workshop he covered how to use Strategic Branding to create a meaningful, differentiated approach for your brand, including practical tools and methods you can use back at your business.

Areas covered:

*Uncover “White Space” opportunities—unmet needs overlooked by the competition
*Develop the right proposition that fits your brand and your company
*Create meaningful differentiation for new ways to grow your brand
*Evaluate specific direct marketing tools to deliver real brand value and awareness
*Develop features, tactics and other support that delivers on the Brand experience

Boyd explained how your brand has the potential to be a powerful source of sustained competitive advantage. But changing consumer needs, emerging technologies and competition are making it more difficult than ever to create a brand that is meaningfully differentiated in the mind of the consumer. And undifferentiated brands are proven to under perform financially. But differentiation is not the only thing that matters. Once you determine the source of differentiation then you have to deliver. Strong brand platforms walk the talk by delivering their point of difference through all facets of the brand experience. Using cases, exercises and best practices, Boyd explained how to create a meaningful, differentiated brand as well as how to fully deliver a brand experience capable of driving revenue and profit growth.

After the success of the conference, Parker Worldwide Ltd entertained attending Directors and Leading members of Southampton's Business Development Program to the VIP box at the stadium Bernabeu to watch Real Madrid C.F defeat Getafe C.F 2-0