|
1
|
Setting the Stage
|
Learn
|
0H:15M
|
- Review ANA Benefits
- Review objectives and agenda for the workshop
- Icebreaker Introductions-If I were a brand I’d be…
|
|
2
|
Building Brands Buyers Love
|
Learn
|
0H:40M
|
- Why buyers love brands – the emotional connection & the logical alibi (the art and science of branding)
- What great brands do for companies
- The key components of a brand
|
|
Experience
|
0H:20M
|
- Utilize multiple examples of other companies’ branding efforts
|
|
Apply
|
0H:45M
|
- Complete Brand Audit Exercise in Teams
|
|
|
Break
|
|
0H:15M
|
|
|
3
|
Brand Strategy, Promise, Positioning and Personality
|
Learn
|
0H:30M
|
- Corporate and Brand Strategy
- Creating a compelling brand promise
- Positioning your brand against the competition
- Matching your brand personality to promise & positioning
|
|
Experience
|
0H:15M
|
- Utilize multiple examples of companies’ strategy, promise, positioning and personality efforts
|
|
Apply
|
1H:00M
|
- Team Exercise: Build draft brand promise, personality and positioning based on research and competition.
|
|
|
Lunch
|
|
0H:45M
|
|
|
4
|
Brand Identity & Sensory Branding
|
Learn
|
0H:45M
|
- How to use these components of brand identity effectively
- Naming
- Logos, Symbols, Taglines & Jingles
- Mascots and Spokespersons
- Packaging
- Sensory branding
- Brand extensions & Co-branding
|
|
Experience
|
0H:30M
|
- Use multiple examples of other companies’ brand identity and sensory branding efforts
|
|
Apply
|
0H:30M
|
- Team Exercise: Review company’s brand identity to see if it matches revised brand strategy, promise, etc. Identify opportunities for improvement.
|
|
|
Break
|
|
0H:15M
|
|
|
5
|
Brand Campaign
|
Learn
|
0H:25M
|
- The principles of Integrated Marketing Communications
- Media Tactics: Paid, Owned & Earned
- The need for integration
|
|
Experience
|
0H:25M
|
- Use multiple examples of other companies’ branding campaigns
|
|
Apply
|
0H:10M
|
- Team Exercise: Review company’s branding campaign to identify opportunities for improvement.
|
|
6
|
Brand Research, Measurement & Internalization
|
Learn
|
0H:30M
|
- Current and leading-edge types of research to gain customer insights
- High-level methodology to measure success of branding efforts
- Brand Internalization Process
|
|
Experience
|
0H:10M
|
- Use multiple examples of other companies’ efforts in these areas
|
|
Apply
|
0H:20M
|
- Team Exercise: Identify the key research questions that, if answered, will move the brand forward significantly.
|
|
7
|
Learning Reflection and L.E.A.D. Action Plans
|
Discover
|
0H:15M
|
- Review key takeaways for the day
|
