General overview

This course seeks to guide business leaders/senior managers who are responsible for overall strategy, business unit or functional strategy, or marketing/proposition/brand management in understanding the drivers of customer trust and brand relevance. Especially, how a damaged or mistrusted brand can be rebuilt with conviction as a strategic cornerstone supporting commercial objectives.

Through a case study, low trust barometers and negative brand commentary are examined to show the importance of brand messaging and internal and external communication strategies and how these can build company purpose, support overall strategic intent, and deliver relevant customer propositions.

Insights are delivered as to how strategic marketing, groundbreaking communications, a reorganized business model, and tailored customer propositions can be aligned to deliver powerful customer and commercial outcomes. 

What will you get out of this Essentials course?

  • You will understand how an internal & external strategy can be successfully shaped to:
    • Build trust
    • Take control of media and the “customer conversation”
    • Rebuild credibility
    • Significantly improve brand message & tone
    • Align product category insights with propositions

  • Practical solutions ready to be implemented in everyday business
  • Global peer collaboration and networking
  • Certificate of completion

Who is this Essentials course for?

  • C-Level & Upper/Middle Management of any organization, particularly those with customer responsibilities
  • Individuals involved in Marketing, Proposition, Customer Strategies, or Brand management 


Ken Burke
Ken Burke -
Non Executive Director SME Banking Chairman & Expert Advisor

Practical information


05 April 2022


3-hour online session 
  • starts at 8:00 New York time / 14:00 CET / 16:00 Dubai time 


Online platform 
  • MS Teams


For Efma member institutions - €300
For non-member institutions - €450


Ticket: The Essentials of Rebuilding Financial Brands with Purpose

  • €300 for Members
  • €450 for Non-members


If you cancel your registration up to 45 days before the Masterclass, it's free of charge. 
For a cancellation made between 44 days to 30 days prior to the Masterclass, you will be charged 20% of your registration fee. 
Canceling your registration at any later point will result in charging 100% of the fee unless a medical certificate is provided. 

Any questions?
Rastislav Križan
Rastislav Križan Efma
EBA Manager