Dean Butler | Founder of LensCrafters North America and Vision Express Worldwide

Dean Butler

Founder of LensCrafters North America and Vision Express Worldwide

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Dean Butler
Featured Keynote Programs

Building a Successful Business Internationally

Under Dean’s leadership, LensCrafters/Vision Express operated 2200 retail outlets in 29 countries, including opening the first majority foreign-owned business in the Soviet Union. His expertise in working within foreign government parameters, and his understanding that there is no good and bad but only same and different, led to the company’s phenomenal success internationally.

Principles & Values of Marketing

Dean learned the basic principles and values of good marketing while at the preeminent marketing company, Procter & Gamble, and he has carried them on throughout his career. Namely, that good marketing must have a provocative selling position, it needs to be substantive, and needs to provide the consumer with permission to believe.

Branding & Strategic Positioning

How do you go about branding items that have no real inherent interest to consumers? How do you get a consumer to be loyal to one brand of an everyday item like soap? And is marketing coffee different from marketing a luxury item or a service? Dean shares his expertise in taking all the variables and condensing them into a dynamic strategic positioning.

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Dean Butler

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