Brand Leadership

What does it mean to be a leading brand? What are the benefits of brand leadership? How do brands come to be leaders in their categories? Learn the answers to these questions and many others by studying some of the world's most successful brands. And then apply what you have learned to your own brands.

Workshop Outline

Module 1: Measures of brand leadership

Measures of brand leadership

  • Position in consideration set
  • Price insensitivity/price premium
  • Customer loyalty
  • Brand asset value
  • Buzz quotient
  • Market share
  • And more…

Module 2: The five drivers of brand elevation

The five drivers of customer brand elevation (with brand examples)

  • Awareness
    • McDonalds
    • AOL
  • Relevant Differentiation
    • iPod
    • Toyota Prius
    • BP
  • Value
    • Ikea
    • Hyundai
    • Honda
    • eBay
  • Accessibility
    • Coca-Cola
    • HSBC
    • KFC
  • Emotional Connection
    • Hallmark Cards
    • Harvard

Module 3: The top ten brand differentiators

The top 10 most successful differentiators of brands – attend the workshop to learn what they are

TEAM EXERCISE: Create a brand whose values align with its customer's values

Module 4: Sources of brand leadership

Leadership through Quality

  • The Oriental Bangkok
  • Midwest Airlines
  • Lazarra Yachts

Leadership through Innovation

  • Apple
  • 3M
  • Wegmans

Leadership through Focus

  • Woodstock, NY
  • Trader Joe's
  • Genesee Valley Trust

INDIVIDUAL/TEAM EXERCISE: How could you better focus your brand to create a fiercely loyal customer segment?

Leadership through Carefully Designed Customer Experience

  • Ten Thousand Waves
  • Disney
  • Starbucks

Leadership through Status

  • Rolex
  • Gucci
  • Tiffany & Co.
  • Mercedes

Leadership through Lifestyle Targeting

  • Harley-Davidson
  • Patagonia

Leadership through Social Responsibility

  • Newman's Own
  • Ben & Jerry's
  • The Body Shop

Social Marketing Leadership

  • MySpace
  • YouTube

Module 5: Brands as a badge

Brands as a Badge

  • Hummer
  • Birkenstock
  • Hallmark Gold Crown stores

INDIVIDUAL/TEAM EXERCISE: Innovate one way to reposition your brand as a "badge"

Module 6: Creating "category of one" brands

Creating "Category of One" Brands

  • Rensselaer Polytechnic Institute
  • Strong National Museum of Play

TEAM EXERCISE: Create a "Category of One" brand

Module 7: Branding commodities

Branding Commodities – Proven Approaches

  • Product/service bundling/unbundling
  • Service customization
  • And much more…

TEAM EXERCISE: Differentiate a commodity

This workshop teaches the most effective sources of brand leadership. It uses numerous real world brand examples to illustrate each source of leadership. These examples are taken from many different industries and countries. Workshop participants are given the opportunity to apply what they have learned in individual and team exercises interspersed throughout the workshop.