Author and founder of the theory of “Verbal Branding” Stephen Melanson will speak on the topic to the New England Franchise Association (NEFA) on Tuesday, March 8, Doubletree Hotel 550 Winter Street, Waltham, MA.
Melanson is the author of “Jaw Branding” and his second book “Verbal Branding INSTEAD!” will be released this year. Melanson challenges many conventional theories of branding, sales, and marketing. His core theory is that all members of an organization – from the janitor to the CEO – should understand and then be able to convey why they are “different and better” than the competition in 5 seconds or less.
The evening includes a cocktail and networking session beginning at 5:30 p.m., dinner at 7:00 p.m., and then the presentation from Melanson. The entire business community is urged to attend. Membership in the NEFA is NOT required. Reservations are required. Registration Fee is $50 per person and includes dinner. NEFA Members receive $10.00 off.
“The traditional elevator pitch simply doesn’t work – making the average consumer suspicious – and must be replaced with an entirely different mindset and tactic”, says Melanson. He added, “Verbal Branding applies uncommon simplicity to “manage” what a consumers’ remembers and creates a more valuable offers in the market. Well known examples are ‘Volvo, safe and reliable’. Or Geiko, ‘Give us 15 minutes, we’ll give you 15 percent.’ Great Verbal Branding is direct, honest, and moves action both internally and externally.”
His background also includes being a trained non-practicing Psychotherapist, professional tennis player, and on-air talk radio host. Stephen Melanson is the President of Melanson Consulting based in Arlington, MA.
“In working with advertising agencies and marketing companies over the past 25 years I’ve endured a lot of verbal posturing and techno speak. Verbal branding is a refreshing answer to today’s marketing noise and makes marketing messages more authentic and understandable ,” commented Steve Dubin, President of the New England Franchise Association and founder of PR Works, a full-service public relations firm based in Kingston, MA. He continued, “Stephen Melanson is an entertaining and dynamic speaker who quickly shows business audiences how to completely shift their view of the marketing process.”
New England Franchise Association (NEFA) is the trade organization for franchisors and franchisees in the region, with over 150 members. The mission of NEFA is to bring franchise executives, franchisees and vendors together to share ideas for success.
Franchising more than ever before, has an unprecedented opportunity to make a major positive impact on the future New England economy. In a 2001-05 study conducted by PriceWaterhouseCoppers on behalf of the International Franchise Association (IFA) found that in New England over 875,000 jobs are a result of franchising, the total output is over 100 Billion dollars a year, and there are over 35,000 franchise establishments in the six New England States.
To reserve your seats, please contact New England Franchise Association via the organization’s website www.NEFranchise.org, email: info@NEFranchise.org, or by calling Barbara Arena, 781-294-2244.