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Gair Maxwell: Electrifying Conferences, People and Companies

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Published on Jul 28, 2013

In 1997, there were about 2.5 million brands with registered trademarks.

Today, that number now registers over 10 million.

But, as you probably already know, numbers can be misleading.

What if you popped the hood and discovered millions of companies who claim to have a “brand”, actually possess nothing more than a “badge”? In other words, what if there is an incredibly wide gap between the very few “brands of distinction” (Apple, Ferrari, Nike etc) and the very plentiful “badges of ownership” (populating up and down the web or Main Street anywhere)?

Travel "The Branding Highway" and discover why “badges of ownership” are merely interchangeable companies/products/ services reflected by a company name, logo or tagline. On the other hand, “brands of distinction” are game-changing, category killers with plot-driven and story-based characteristics that can be adopted by any enterprise, regardless of size, category or geographic location. As you might imagine these “brands of distinction” far out-distance their competitors in a number of metrics; generating far more horsepower for their marketing dollar and superior bottom-line results.

If you want to extract more mileage for your marketing dollar and escape the traffic jam of a cluttered category, get your motor humming, and head on down “The Branding Highway”; a highly interactive seminar experience with nternational author and speaker Gair Maxwell. You will learn timeless universal secrets about why some firms are wildly successful at crafting and leveraging their brand, while others squander buckets of time, money and effort on “me-too” marketing, ineffective ads and struggle to capture the hearts and minds of consumers.

Beginning in 2006 when these counter-intuitive theories were first applied, some independent business owners were astounded to see their enterprises grow more than 10-fold over a 5-year period. Maxwell not only had a front-row seat, but was also able to carefully de-construct the creative magic so that one day he would be in a position to teach it back to others.

When travelling "The Branding Highway", you will learn:

• Specific reasons why most advertising campaigns and marketing efforts yield minimal results with maximum cost

• Five characteristics shared by all “Brands of Distinction” that boost revenues, increase market share and build shareholder equity

• Why your brand exists, what it stands against and who is the primary customer that will be most attracted to your “story”.

• How to capitalize on “unleveraged assets” and use them to sharpen the narrative that becomes the ultimate driver of your brand; dictating all external marketing as well as the actions that shape internal culture and customer fulfillment.




Gair Maxwell is one of the most in-demand speakers on the North America CEO circuit. He has shared speaking stages with Richard Branson, Kevin O’Leary, and Gene Simmons and in 2012 was named "Canadian Speaker of the Year" by TEC Canada, the country's largest CEO group.

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