At the best of times, brand owners must strike a balance between disciplined approaches and creativity to enhance their chances of marketplace success. Yet the failure rate of brands remains high. In the worst of times, it is even more important to apply discipline to the brand planning process in order to harbor resources and increase the odds of marketplace success. Knowledge and insights at the heart of the brand planning process can lower the risks of failure.
The marketplace examples of success and failure abound. Every year about 50% of the buyers of established CPG brands leave the franchise, and the base needs to be replenished. The stakes can be even higher for billion-dollar Rx brands that have to succeed in a short time frame before patent expiry. Nowadays, there are few chances for re-dos. Classic brand planning mistakes include selecting the wrong targets or failing to decode the inner motivations of appropriate targets, resulting in marketing communications that fall flat. In many cases, a sufficient amount of research is conducted, but poor process and poorly integrated insights hinder brand success.
In this webinar we will discuss a practical, integrated, planning process that you can use to increase your chances of brand success. You will learn how to…
- Frame research and planning decisions within the context of business and brand priorities
- Structure an integrated process that culminates in the most powerful insights to guide brand positioning and execution decisions
- Use practical hints for getting the most out of limited budgets and tight timelines, including reasonable short cuts
- Make upstream planning decisions that, when done right, act as a lens for all subsequent brand decisions
Join us to learn more about this disciplined and integrated approach to brand planning – one that increases your chances of marketplace success.
Your guide in this conversation is Justin Edge, who has advised dozens of Fortune 500 companies over the past 16 years on brand building and business growth strategies. Justin has worked extensively in consumer and B2B markets, including consumer packaged goods, health care, aerospace, petro-chemical, retail and professional services.
