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With the commoditization of products and services, there is compelling need for Strategic Branding. Strategic branding provides the single-minded focus to make the tactics of branding work best—from breakthrough advertising to great graphic design. In this workshop you will learn how to use Strategic Branding to create a meaningful, differentiated approach for your brand, including practical tools and methods you can use back at your office.

Your brand has the potential to be a powerful source of sustained competitive advantage. But changing consumer needs, emerging technologies and competition are making it more difficult than ever to create a brand that is meaningfully differentiated in the mind of the consumer. And undifferentiated brands are proven to underperform financially. But differentiation is not the only thing that matters. Once you determine the source of differentiation then you have to deliver. Strong brand platforms walk the talk by delivering their point of difference through all facets of the brand experience. Using cases, exercises and best practices, you will learn how to create a meaningful, differentiated brand as well as how to fully deliver a brand experience capable of driving revenue and profit growth.

YOU WILL LEARN HOW TO:

• Uncover “White Space” opportunities—unmet needs overlooked by the competition
• Develop the right proposition that fits your brand and your company
• Create meaningful differentiation for new ways to grow your brand
• Evaluate specific marketing tools to deliver real brand value
• Develop features, tactics and other support that delivers on the Brand experience

WHO SHOULD ATTEND?
Anyone involved in developing the strategic direction of a product/service or company brand: CMO, vice president, senior managers responsible for strategic brand development. Marketing services executives in advertising, graphic design and digital media would benefit from this program.

ABOUT THE INSTRUCTOR:
ROBERT KINCAIDE is the Managing Director and a founding partner of The Hazelton Group which specializes in strategic brand innovation consulting to Fortune 1000 companies in North America and globally. Robert has developed strategic brand solutions for B to C and B to B companies in variety of categories ranging from consumer products, financial, telecom, entertainment and pharmaceuticals.

2008 Spring Locations