Workshops

The Art & Science Of Brand Management

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.

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