Master Branding Seminars

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 lead by
Brad VanAuken, Chief Brand Strategist of The Blake Project and Author of Brand Aid. 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

Part 1
· Introduction

· Why strong brands are critical to business success?
Ø Decrease price sensitivity.
Ø Increase customer loyalty.
Ø Increase bargaining power for manufacturers and retailers.
Ø Enable independence from a specific product.
Ø And much more…

· Brand leadership
Ø What is it?
Ø What are the measures of brand leadership?

· The five drivers of customer brand insistence
Ø Awareness
Ø Relevant Differentiation
Ø Value
Ø Accessibility
Ø 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
Ø Ten key measures
§ Including loyalty (attitudinal and behavioral measures)

Part 2
  • The brand management process
Ø Steps
Ø Roles of the brand manager

· Using brand research to develop, strengthen and leverage the brand
Ø 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
Ø Defining target markets
Ø Multiple approaches to segmentation

· Defining brand essence (the “heart & soul” of the brand)
Ø Brand essence exercise

· Identifying compelling customer benefits
Ø Functional
Ø Emotional
Ø Experiential
Ø Self-expressive

· Crafting the brand promise

· Creating “category of one” brands
Ø Choosing a preemptive competitive “frame of reference”
Ø “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
Ø Self-image reinforcement
Ø Values alignment
Ø Unique purchase or usage experience
Ø And much more…

· Differentiating commodities
Ø Proven ways to differentiate commodities
Ø Differentiating a commodity exercise

Part 4
· Reinforcing the brand promise at each point of customer contact
· Customer touch point design
Ø Pre-purchase, point-of-purchase, immediate post-purchase, during product usage and ongoing touchpoints
§ Generic strategies and tactics for each phase
Ø Ideation techniques
Ø Identifying current touch points
Ø Creating new touch points
Ø Customer touchpoint design exercise

§ Brand loyalty building tools and techniques
Ø Events
Ø Membership organizations
Ø Advisory boards
Ø And many tools and techniques

Part 5
· Inside-out branding – aligning the organization in support of the brand
Ø Strategies for transforming employees into brand advocates
§ Securing top management support
§ Securing employee support through
Ø Hiring criteria
Ø Education
Ø Communication
Ø Objectives
Ø 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
Ø What leads to a strong brand identity?
Ø Brand architecture and naming
Ø Brand identity standards and system
Ø Organizational control mechanisms
Ø Online asset management systems
Ø Brand identity exercise

Part 6
· Brand extension

Ø Brand extension benefits
Ø Successful brand extensions (Jell-o, Ivory, Woolite and more…)
Ø Brand extension blunders (New Coke and many more…)
Ø Brand extension process
Ø Brand extension research
Ø Concept development and testing
Ø Volumetric forecasting
Ø Market testing

· Global brand management issues and considerations
Ø Global branding considerations
Ø Common global branding problems
Ø Global branding measures

Part 7
· Research revisited
Ø Qualitative research techniques
§ Laddering, guided imagery and projective research techniques
· Projective research technique exercise
Ø Research methodologies
§ Conjoint analysis, electronic real time (ERT) research and dozens more
Ø Scaling
Ø Market segmentation
§ Different approaches to market segmentation
Ø Cluster analysis
Ø Factor analysis
Ø Cross-tabulation
Ø Regression analysis

Part 8
· “Out of the box” marketing techniques that really work
Ø Dozens of techniques covered as a game

Part 9

· 33 common brand problems and their resolution

Ø The cumulative result of gradually and incrementally decreasing product or service quality to reduce costs
Ø Frequently changing your brand’s positioning and message
Ø And more…

Part 10

· Pricing strategy

Ø Price sensitivity
Ø Reference prices
Ø Price segmentation
Ø 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,, 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, Xerox
See our complete list of brand education topics here. We would be happy to tailor a seminar specifically for your needs. I can be reached via email or directly in the U.S. at 813-842-2260.
Derrick Daye

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