The Art and Science of Brand Building
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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?