Day 1
8:00 – 8:30 a.m. Continental Breakfast
8:30 a.m. – 5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)
· Course Overview
- Introductions, goals, overview
· Defining Strategic Brand Development
- What is a brand; success criteria; consumer-centric
strategy: strategy vs. tactics
· Collapse of Traditional Brand Marketing
- Forces that have made the old business model obsolete
· New Definition for Successful Strategic Brand
Development
- Recapture meaningful differentiation; redefining
categories; building platforms
LUNCH
· New Approach for Positioning
- New methods to create differentiation; case histories
· Case History
· Uncovering Underserved Consumer Needs
- Knowledge vs. insight
· Defining Brand Equity
- Functional and non-functional dimensions
· Briefing on Case Study
Day 2
8:00 – 8:30 a.m. Continental Breakfast
8:30 a.m. – 5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)
· Presentation/Review of Case
· Process for Strategic Brand Development
- Overview of methods
· Brand Architecture
- Role of brand naming to capture strategy
· Uncovering Underserved Consumer Needs
- Knowledge vs. insight: discussion of techniques
- Isolating needs drivers for differentiation
LUNCH
· Needs-based Target Audience Segmentation
· Develop Brand Character
- Differentiation on brand character
· Creating New Features and Products to Deliver the
Positioning
- How to “walk the talk” and add value
· How to Organize for Brand Development
- New organizational design
· Summary