Bruce Turkel

Your customers expect your products to work, your service to be good, and your marketing to deliver. That’s cost of entry. But what makes you valuable? The answer often has surprisingly little to do with your product or service.

Real value often comes from somewhere else entirely. Tiffany doesn’t put more gold in the box. The Discovery Channel didn’t succeed simply because it offered television programming. And Miami didn’t become one of the world’s most recognizable destinations by selling sunshine and beaches that plenty of other places have too.

In Add Value, Bruce Turkel shares his experiences from business, marketing, and everyday life, along with music, humor, and interactive exercises, to help agricultural marketers look beyond what they sell and discover what their customers, colleagues, and communities really value.

Attendees will leave with a deceptively simple question they can bring to every meeting, conversation, campaign, and customer interaction:

How do I add value?

Learn the seven simple steps to building, maintaining, and communicating a great brand. Bruce provides entertaining anecdotes and real-world examples to illustrate the finer points of brand building. Add significant value to your products by making your products more valuable to your customers.

In this talk, your audiences will discover:

• Why your brand is not about your company and why understanding this matters more than anything else you do.
• The critical secret to move your brand from company-centric to consumer-centric.
• How to determine your authentic truth and why it’s more important than the function of your products or services.

BMW defines its brand essence with four words. Nike, GE and Wal-Mart use three.

Barack Obama sold the most powerful product in the world with two: “Hope” and “Change.”

In this multi-media speech, Bruce Turkel shows you how to reduce your brand message to its most practical, actionable, and compelling essence. 

While they’re laughing, your audiences will also be learning:

• The three universal branding myths that are holding your company back.
• The simple difference that sets all great brands apart, and
• How to develop this game-changing difference for your brand.

Less than 10 years ago the key to selling yourself was to promote how great you were. If you didn’t blow your horn, who would? And unless you could afford a robust advertising campaign, selling yourself was the only way anyone could learn about you.

Today everything’s changed. Today we each carry a thin wafer of silicon and glass that gives us immediate access to all the world’s knowledge. And all of your potential clients and customers have access to this same technology. This means they can know everything about you before they even step into your business.

Success today requires you to turn the lens around and focus relentlessly on your customer.

Bruce’s wildly entertaining presentation includes fascinating examples from Johann Sebastian Bach to The Wizard of Oz, from Andy Warhol’s excess to the Toyota Prius’ success, from the history of the Spanish Civil War to headlines ripped right out of today’s paper.