We’re taking a moment today to share a very powerful internal brand education seminar. We constructed “The Art & Science of Brand Management – Proven Tools & Techniques for Creating Winning Brands” for those organizations that desire to bolster the toolbox of their marketers in a comprehensive 3-day format.
This master-branding seminar will help you know how to design, build and leverage strong brands over time. While many concepts will be presented in the seminar, the emphasis is on practical tools and techniques. Numerous brand examples across many industries and product categories will be cited to reinforce specific concepts. Team exercises are interspersed throughout the day on each of the three days. Handouts will include templates and checklists.
The seminar is offered world-wide and led by experts from The Blake Project.
TARGET AUDIENCE:
Valuable to all those working in various marketing-related functions, including:
Chief Marketing Officers (CMO)
Marketing Directors
Marketing Managers
Head, Marketing, Marketing Services
Brand Managers
Product Managers
Marketing Officers/Executives
Finance Managers
Sales Managers
Advertising Agency Account Executives
PR Professionals
DAY 1, Part 1
Introduction
Why strong brands are critical to business success?
Decrease price sensitivity.
Increase customer loyalty.
Increase bargaining power for manufacturers and retailers.
Enable independence from a specific product.
And much more…
Brand leadership
What is it?
What are the measures of brand leadership?
The five drivers of customer brand insistence
Awareness
Relevant Differentiation
Value
Accessibility
Emotional Connection
Numerous examples of each
How these five drivers work together to move customers from brand awareness to preference to purchase to loyalty
Brand Equity Measurement
Ten key measures
Including loyalty (attitudinal and behavioral measures)
Part 2
The brand management process
Steps
Roles of the brand manager
Using brand research to develop, strengthen and leverage the brand
Types of brand research by brand management function
Brand positioning
Brand identity
Brand extension
Ongoing brand management
Brand advertising
Part 3
Positioning the brand to win
Defining target markets
Multiple approaches to segmentation
Defining brand essence (the “heart & soul” of the brand)
Brand essence exercise
Identifying compelling customer benefits
Functional
Emotional
Experiential
Self-expressive
Crafting the brand promise
Creating “category of one” brands
Choosing a preemptive competitive “frame of reference”
“Category of One” case studies (Rensselaer Polytechnic Institute and Strong National Museum of Play)
Identifying brand promise proof points and “reasons to believe”
The most important sources of brand differentiation
Self-image reinforcement
Values alignment
Unique purchase or usage experience
And much more…
Differentiating commodities
Proven ways to differentiate commodities
Differentiating a commodity exercise
DAY 2, Part 4
Reinforcing the brand promise at each point of customer contact
Customer touch point design
Pre-purchase, point-of-purchase, immediate post-purchase, during product usage and ongoing touchpoints
Generic strategies and tactics for each phase
Ideation techniques
Identifying current touch points
Creating new touch points
Customer touchpoint design exercise
Brand loyalty building tools and techniques
Events
Membership organizations
Advisory boards
And many tools and techniques
Part 5
Inside-out branding – aligning the organization in support of the brand
Strategies for transforming employees into brand advocates
Securing top management support
Securing employee support through
Hiring criteria
Education
Communication
Objectives
Rewards and recognition
Tools and techniques for each of these
Applying these concepts to the seminar participants’ brands and companies
Managing the brand’s identity
What leads to a strong brand identity?
Brand architecture and naming
Brand identity standards and system
Organizational control mechanisms
Online asset management systems
Brand identity exercise
DAY 3, Part 6
Brand extension
Brand extension benefits
Successful brand extensions (Jell-o, Ivory, Woolite and more…)
Brand extension blunders (New Coke and many more…)
Brand extension process
Brand extension research
Concept development and testing
Volumetric forecasting
Market testing
Global brand management issues and considerations
Global branding considerations
Common global branding problems
Global branding measures
Part 7
Research revisited
Qualitative research techniques
Laddering, guided imagery and projective research techniques
Projective research technique exercise
Research methodologies
Conjoint analysis, electronic real time (ERT) research and dozens more
Scaling
Market segmentation
Different approaches to market segmentation
Cluster analysis
Factor analysis
Cross-tabulation
Regression analysis
Part 8
“Out of the box” marketing techniques that really work
Dozens of techniques covered as a game
Part 9
33 common brand problems and their resolution
The cumulative result of gradually and incrementally decreasing product or service quality to reduce costs
Frequently changing your brand’s positioning and message
And more…
Part 10
Pricing strategy
Price sensitivity
Reference prices
Price segmentation
Price setting considerations
The role of the brand manager
The future of brand management
Some of the brands used as examples in this seminar: 3M, Amazon.com, AOL, Apple, Bayer, Ben & Jerry’s, Bic, BP, Coca-cola, CNN, Dole, GE, Genesee Valley Trust Company, Google, Gucci, Hallmark, Harley-Davidson, Harvard University, HSBC, Hyundai, IKEA, iPod, KFC, Las Vegas, Lazarra Yachts, Levi’s, Lumi-Nox, McDonald’s, Mini-Cooper, Nordstrom, Rensselaer Polytechnic Institute, Ritz Carlton, Rubbermaid, Sony, Starbucks, Strong National Museum of Play, The Body Shop, The Oriental Bangkok, Toyota, Unilever, Virgin, Volvo, Wegmans, Working Assets
Our brand education clients include: AAA, Abbott, Bausch & Lomb, Best Brand Moscow, CBC Radio – Canada, Hallmark, McKesson, Unilever, Utah Jazz, Wyndham Hotels and Xerox
Learn more about our unique approach to brand education as well as additional topics here.
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
