Beginning  March 1, 2025,  Lane's World Exchange will offer a Masterclass in Brand Management Through Tradeshows, Investors, and Sponsors.

With over thirty years of experience in brand management, Lane will provide his first hand experience in the industry and give you helpful tips and tools that will elevate your brand to consumers and attract investors worldwide.

Brand management is the ongoing process of buttressing a company's brand equity, image, and overall reputation. Effective brand management includes a wide range of objectives and strategies. During the Masterclass, Lane will provide information that will help you secure sponsors and/or investors:

This Masterclass will focus on:

• Enhancing brand awareness: Brand managers seek to expand brand recognition among the general public so that when potential customers see the brand logo, signature fonts, or color scheme, they are reminded of the brand’s sales pitch. Managers work to expand awareness via TV advertising, digital marketing, and word-of-mouth campaigns.

• Honing brand positioning: Brand positioning is a marketing strategy focused on building a unique brand identity that differentiates a company from its competitors in consumers' minds. The goal of a brand positioning strategy is to make the target market view the brand in a distinct way and to clearly communicate  how the brand has a competitive advantage in the market.

• Maintaining branding consistency: A worthwhile brand image must be consistent throughout various contexts. Brand managers can develop brand guidelines, brand voice guides, mission statements, core values statements, and signature slogans to keep branding consistent throughout an array of platforms and situations.

• Encouraging brand loyalty: Maintaining good relationships with a base of loyal customers involves creating a positive customer experience, offering brand consistency, providing stellar customer support, and rolling out new products to keep the customer base engaged. If marketing departments serve the need of bringing new customers into a company, the product and service departments must do their part by keeping those customers satisfied.

• Preserving brand assets: Brand management is a form of asset management. A brand's assets may include its intellectual property, human resources, and physical resources as well as its core brand message and brand name. Successful brand management teams recognize the value of these assets and take the steps necessary to preserve them.

When you register for the Masterclass, you will have the opportunity to schedule a one-on-one meeting with a potential investor or sponsor. We believe that this Masterclass is not just about receiving valuable information, but taking substantial action to achieve your brand management goals. 

Brand Masterclass objectives:

This Masterclass (Two Days) will provide strategic skills, processes and ‘best practice’ tools to position and deliver brands. 

Who is this Masterclass for?

 • Those responsible for internal or external brand communication, strategy, marketing or delivery. 

• Those with or without experience in brand management. You may wish to put ‘brand’ on your organization agenda for the first time, create and ensure organisation-wide commitment to your brand or revitalise your customer’s brand experience.  

• Those that want to gain confidence and experience developing brands and participating in tradeshows.

• Those that want to gain sponsors for their upcoming projects.

• Those that want to engage, win support from, empower and manage stakeholders. 

This Masterclass is available online. Attendees will receive an agenda after the registration is complete.