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Workshop B: The Spike Principal: A Predictive Strategy for Maintaining a Positive Brand Reputation

Chaos is the new norm. Consumers have so much competing for their attention; it’s an ongoing challenge to stay top of mind instead of out-of-sight, out-of-mind. Want good news? There IS an innovative way to get noticed above the noise.

It’s called The SPIKE – and It’s based on the premise that none of us have the bandwidth to be top of mind – all the time. As leaders and CEO's, we’ve got to TRIAGE our resources to maximize our organization’s visibility, “virability,” and profitability. You do that - by getting ahead of the SPIKES – and staying on top of the SPIKES.

What are SPIKES? They’re an abrupt rise in awareness and attention. There are trend spikes. Media attention spikes. Celebrity spikes. Topic relevancy spikes. Complaint spikes. Natural disaster spikes. Holiday spikes. Research spikes. Political spikes.

And your success depends on your ability to:

Track positive spikes relevant to your organization and capitalize on them as they occur

Forecast negative spikes so you can mitigate or minimize them in advance

Create opportunity spikes by leveraging fortuitous variables to your advantage

You’ll love this session in which marketing expert/crisis communications specialist Adele Cehrs shares real-world cautionary tales and success stories that dramatically demonstrate the bottom-line consequences – good and bad – of ignoring the spikes or acting on them.

More importantly, you’ll discover how to pro-actively manage the SPIKES that impact your organization – so you can turn them to your advantage.

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