Building World Class Brands

This event is over.

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Module

L.E.A.D. Learning Approach

Time

Learning Experience Summary

1

Setting the Stage

Learn

:30M

  • Welcome and expectations
  • Summary of ANA Member benefits
  • Review of L.E.A.D. approach
  • Learning agenda, framework, and workshop objectives
  • Working together today
  • Ice-breaker activity

2

Brand & Business Strategy—An Inextricable Linkage

Learn

:10M

  • Learning objective
  • Key definitions
  • Tying brand to business strategy

Experience

:10M

  • Frameworks and guiding principles for establishing an inextricable linkage between business and brand strategy
  • Case Studies: How world class brand builders have aligned their business and brand strategy

Apply

:30M

  • Exercise: Participants evaluate their respective business and brand strategies to identify areas of congruity and incongruity

3

Customer Centricity—Developing a Sophisticated Customer Understanding

Learn

:10M

  • Learning objective
  • Customer insights play a critical role in shaping brand strategy. There are myriad techniques available, both qualitative and quantitative. What are the pros and cons of each, and which make most sense for you?

Experience

:20M

  • Discussion and illustration of various market research techniques used by leading brand building firms to shape their brand strategy

Apply

:25M

  • Exercise: Participants review their current customer understanding and assess which insights approaches and techniques make most sense for their respective brands

 

Break

 

:15M

 

4

Brand Positioning

Learn

:20M

  • Learning objective
  • What is brand positioning?

Experience

:30M

  • Brand Positioning Framework:

     1) Target Audience
     2) Purpose
     3) Promise
     4) Persona

  • Guiding Principles: Developing Brand Positioning Statements
  • Case Studies: Real-world examples of strong brand positioning statements

Apply

:30M

  • Exercise: Participants apply the framework and guiding principles from module to one of their own brands

 

Lunch

 

:60M

 

5

Brand Architecture

Learn

:10M

  • Learning objective
  • Brand Architecture vs. Brand Portfolio Strategy
  • Branded House vs. House of Brands; Hybrids; pros and cons

Experience

:25M

  • Guiding principles for which type of brand architecture makes most sense for you
  • Case Studies: Illustrations of how companies have employed different brand architectures to achieve desired business outcomes

Apply

:25M

  • Exercise: Participants evaluate their current Brand Architecture in the context of guiding principles; identify the merit of their current architecture or recommendations for change

 

Break

 

:15M

 

6

Internal & External Engagement

Learn

:10M

  • Learning objective
  • The importance of aligning the internal organizations on brand strategy and launch
  • What is the “Branded Customer Experience?

Experience

:15M

  • Making brand evangelists
  • Case Study: Real-world examples of how a company took a brand positioning and educated and trained each division and function on its unique role in delivering it

Apply

:20M

  • Exercise: Participants evaluate their own external engagement practices and identify opportunities for improvement

7

Measurement & Tracking

Learn

:10M

  • Learning objective
  • Importance of measurement in brand strategy
  • The three primary categories of brand metrics:
         1) Behavior metrics
         2) Perception metrics
         3) Performance metrics
  • Examples of each type of metric and guidance around their optimal use

Experience

:15M

  • Best Practices in brand metrics
  • Case study examples of brand metrics

Apply

:25M

  • Exercise: Participants identify specific brand metrics that would make sense for their respective brand(s) across each of the three brand metrics categories

8

Learning Reflection and L.E.A.D. Action Plans

Discover

:20M

  • Group reflects on learning
  • “Discover More” resources
  • Create L.E.A.D. action plans
  • Closing Activity and Remarks

Instructors

trainer

Mitch Duckler

Mitch Duckler is managing partner of FullSurge. He has over 25 years of line management and strategy consulting experience in leading complex engagements and overseeing client relationships. His areas of expertise include brand strategy, customer and consumer insights, and innovation. He has successfully led engagements for Fortune 500 companies, including Boeing, U.S. Cellular, Deloitte, Kellogg’s, Best Buy, Campbell’s Soup, NBC Universal, Wrigley, The Home Depot, General Electric and ExxonMobil.

Mitch is President-Elect of the Marketing Advisory Council of the American Marketing Association (AMA). He has also chaired the AMA’s Annual Marketing Conference three consecutive years, and has been a featured speaker and workshop facilitator for the Institute for International Research (IIR), and Institute for the Study of Business Markets (ISBM). He has written articles on brand and marketing strategy for industry periodicals, including Brandweek, Marketing News, and Marketing Management.