The Art and Science of Brand Building

Principals of Brand Positioning      

• Brand positioning defined
• Basic positioning principles
• 5 classic brand positions
• Hands-on: Analyze the positioning of several brands

 Identify the target    

• Introduction to market segmentation
• Hands-on: 3 step exercise to develop and apply targeting and segmentation

 Understand the target's needs

• Hierarchy of need concept
• Hands-on: Build a hierarchy of need for a specific case

 Make a differentiated brand promise        

• Building blocks of a brand positioning
• Points of Parity vs. Points of Difference
• Reasons to Believe
• The Brand Promise
• Hands-on exercise to build a "Brand Bull's Eye"

 Create a unique identity      

• The power of names and symbols
• Criteria for brand names & symbols
• Hands-on: Assessment of selected brand names & logos

 Understanding the brain: using emotion and rational persuasion          

• The Triune Brain theory
• Hands-on: Examine linkage between brain functions and the hierarchy of needs
• Archetypes and storytelling
• Critique various brand campaigns to determine how they are appealing to the brain

 Measuring brand equity      

• What is brand equity?
• Types of brand metrics
• Building a brand dashboard
• Selecting brand dashboard metrics for a specific case

 Determining brand architecture     

• Corporate brand architecture: 3 models
• Hands-on: Select a brand architecture for a specific case
• Brand architecture for product lines: differentiating by segment, price point, etc.
• Hands-on: Analyze your company's brand and product architecture

 Extending the brand            

• Growth through brand extension
• The concept of a brand domain
• Building a brand domain map for a specific case

 Globalizing the brand          

• Why a global brand?
• Global brands are the exception, not the rule
• 5 steps to building a global brand
• Hands-on: Analyze whether a specific case should be a local, regional or global brand