The Art and Science of Brand Building

1. Understanding the Consumer

• The customer is "Boss"
• Customer segmentation, need for focus
• Consumer centricity -  vital to brand building
• Brand promise drives increased loyalty.

2. Developing the promise

• Brand promise defined
• Brand promise, building blocks.
• How brand promise provides competitive insulation;
• Components of a brand promise (points of parity vs. difference, reason to believe)

3. Shaping Your Brand's Unique Identity

• Why creating a unique brand identity is essential to separate your brand from competition;
• The power of names, colors, logos, symbols,
• Criteria for developing names, symbols

4. Persuading Powerfully

• Emotion is a powerful communication devise;
• The Triune Brain theory
• How the human brain receives messages
• Methods to communicate including (sound, pictures, symbols)
• Archetypes and storytelling

5. Evaluating Consistency

• The importance of consistency in brand messaging, and all customer touchpoints
• Messaging consistency best practices
• why message consistency drives marketing effective and efficient
• Focused, emotional message highly relevant to primary target

6. Measuring Brand Equity

• What is brand equity, how can it be measured, why do you want to grow it
• Building brand equity marketer's primary job
• Measuring brand equity
• Building a brand equity dashboard

7. Determining Brand Architecture

• The structure of brands within an organizational
• The way in which brands within a company's portfolio are related to, and differentiated from, one another
• How corporate brand and sub-brands relate to and support each other.
• Understand how a family of brands relate to one another,
• Brand architecture for product lines; differentiate by segment, price point, etc.

8. Extending the Brand

• Growth through brand extension
• Identify opportunities to extend your brand's domain (size)
• Look at your brand from a different perspective to find new growth opportunities.
• Add to your brand portfolio,
• Organic growth strategies, identify the right one.

9. Globalizing the Brand

• Why global brand expansion
• Global brand exception not rule
• Customers are global, shouldn't their brand be?