We raise marketers’ capabilities to grow strong, human-centric brands

Building a Brand is a collective effort, wherein the whole organization contributes. Yet too often it is regarded the exclusive responsibility of the Marketing department, mostly due to a lack of true understanding of the value of a brand by C-suite managers.

This (half to one-day) training creates a shared awareness of what brands are, how they create value, what brand building entails, and how each department should contribute. It creates a common ground for collaborative business planning that drives brand growth.

Knowing that a brand exists in the minds of consumers, and that it serves a psychological role to them, it is obvious that all brand building must be based on a deep understanding of people.

This (one to two-days) training creates a shared understanding of what consumer insight is, how insights can be unlocked and how to turn insights into initiatives for brand building. A hands-on training, participants will be inspired by examples, will experience tools and techniques, and will appreciate the efforts yet also the rewards that comes when growing brands from true consumer insight.

Brand Building is a long-term, collaborative effort. And thus it requires a strong and clear sense of direction for all who work on the brand. Direction is what Brand Positioning provides. Brand Positioning is the end-result of what the brand represents in the minds of people. A Brand Positioning Story is the documented and inspiring vision on how the brand contributes meaningfully to the lives of people. It is written as a simple and compelling narrative. This story sits at the heart of every briefing and every decision on the brand.

This (one to two-days) training goes deep into the psychology of brands, what it takes to build meaningful brands, how to define your brand positioning in a narrative format, and how to turn your brand positioning into action. It is a fundamental capability that all marketers should master.

A strong brand can stretch itself to meet different needs and solve different tasks for people. Innovation is key to keep a brand fresh and growing. In this (one to two-days) training, we look at innovation from a customer-perspective, and at ways to unlock new growth opportunities. At the same time, we recognize that certain innovations need to become a branded proposition under the wings of the main brand. Here Brand Architecture comes into play. We will look at different models of organizing your portfolio of branded products, all again from a customer-perspective, to ensure all adds up to building equity for the brand.

Companies that compete with more than one brand in a category need to understand how to play with a minimal number of brands to cover a maximal number of opportunities is key. Our (one to two-days) Brand Portfolio Strategy training starts by taking a customer-centric view on the market, identifying and mapping the diverse needs and tasks that customers are dealing with. From there, we showcase how to make the right decisions as to where to play with the portfolio of brands, and how each brand should be managed in the context of the portfolio.

Understanding people is at the heart of strong brand building. Consumer research is vital for that. Immersing yourself in the consumers’ world, experiencing their interactions with products and brands, and building empathy with them is what differentiates great brand builders from average ones. This one-day training starts with exploring the psychology and behaviours of people, and present a model of consumer understanding that translates into the optimal selection of research methodologies. This training is designed for marketers that need not be experts in market research, yet need to optimally collaborate with Market Research colleagues to make their brand win in the market place.

A one-day fundamentals training for brand builders who want to get up to speed with the latest thinking on consumer psychology, behaviours, trends and culture. This training helps to put all brand building activities in the context of today’s and tomorrow’s world, providing a realistic perspective on how people deal with products and brands, and insights into how to reach their hearts, minds and hands.