Strategic Branding

Section One:

• Gaining and leveraging deep customer insight
• Using managerial insights to build a customer-focused organisation.
• What is a brand, its key characteristics and why do people buy a brand?
• Creating, protecting, enhancing and maintaining long-term brand value
• Elements of a brand: logo block, strapline, typefaces, typography, colors, the tone of voice, photographic style, grids
  

Section Two:

• A-Z steps for building a brand  (Research, Culture, Identity, Audience)
• Brand strategy: Identity and repositioning
  
• Brand strategy: Segmentation, targeting and positioning.
• Brand execution: Delivering the brand through communication.
• Brand execution: Delivering the brand through pricing

Section Three:

• Brand execution: Designing and managing the customer experience
• Brand execution: Experimentation and learning.
• Defending your brand when it is under attack: top tips and traps to avoid
• Rebuilding after your brand has been undermined or discredited
• Best practice branding case studies
  

Section Four:

• Creative Thinking
  
• Benefits of Strategic Marketing
• The  key elements of Strategic Marketing
  
• Importance, benefits and challenges of Strategic Marketing to your organisation
• Marketing positioning, market analysis and competitor evaluation
• The Marketing Mix – 4 Ps evolving into 7 Ps

Section Five:

• Discovering Design Thinking Methodology
• Creating and Understanding Customer Value
• Developing Powerful Prototypes
• Exploring Solutions though Experiments
• Designing Innovative Business Models
• Growing your business from the core
• Group presentations.