Going live

Published:

SCOTTISH businesses have a week left to sign up for a free virtual conference which will feature a keynote address from one of the UK’s most successful branding experts.

On May 22, Wilfred Emmanuel-Jones, a man better known as “The Black Farmer” due to him being the only known Afro-Caribbean person working in UK farming, will speak at the third Virtual Conference to be broadcast live over the web by Learningworks.

Learningworks is the Highlands and Islands Enterprise (HIE) website dedicated to encouraging business success through skills and training.

Credited with bringing top celebrity chefs, including Gordon Ramsay, to British television and developing household names such at Cobra Beer and KETTLE Chips, Emmanuel-Jones will teach his virtual audience “How to Build a Successful Brand” while underlining the importance of branding for all businesses.

With his latest success being the launch of his own The Black Farmer brand, which markets premium British sausages, bacon and chicken using a strong brand image – “Flavours without Frontiers” – Emmanuel-Jones will also draw on real-life examples from his experience in the food and drinks industry.

From managers to administrators, people from all levels of business will have the opportunity to be part of the audience from the comfort of their own office or home.

To take part, simply visit www.learning-works.co.uk to register for the conference, which will run from 12.30pm until 1.30pm.

Emmanuel-Jones said: “Branding is a key issue which all businesses must seriously consider and make a considerable investment in getting it right. A brand must not only deliver a product but also encapsulate what it stands for – be that a philosophy, life story or product differentiation.

“In whatever business arena you operate, good branding allows you to be different – to create your own place and personality.

“I chose to launch a brand in the hard-fought food sector dominated by supermarket own-label brands where, due to its fast-moving nature, the brand has to speak to people very quickly and succinctly.

“Branding has the ability to make or break the decision to buy at the point of sale, as well as being fundamental in creating a demand for the product. At the Virtual Conference, I will draw on my experience in the food and drinks industry to illustrate how good brands can be created, and why.”

Learningworks development manager Graham Young, said: “With only one week to go, I would urge businesses across the Highlands and Islands region to log on to www.learning-works.co.uk and register for our third free Virtual Conference.

“Wilfred Emmanuel-Jones is a prodigious figure in UK marketing and a success story of the food and drinks sector. The conference provides an opportunity for businesses to learn how their organisation can also benefit from better branding.

“We developed virtual conferencing as a way to reach out to businesses across our region, where often it is difficult to bring people together. And we have tried to make the process as simple as possible – all you need is a broadband connection and an hour at lunchtime to benefit from a free, first-class business training event.”

This conference is Learningworks’ first sector-specific event, focused primarily on the food and drinks sector. It is part of a six-conference programme planned by the HIE website, three of which will be sector-specific events and three more general business conferences.

The broadcast will take place from the Horizon Centre in Forres. Further information and details of how to take part are available at www.learning-works.co.uk