A deeper look at our brand management training program

Posted on Posted in How to Guide for Marketers

To achieve your full potential in your brand management career, you must know the skills it takes to think strategically, define your brand positioning, build a brand plan that everyone in your organization can follow, inspire creative marketing execution that drives brand growth, and can analyze the performance of your business to set up smarter thinking. Our brand management training methodology combines explaining the tools you need with workshops that take each tool on a test drive on your brands. You can take specific outputs from the training that you can apply directly on your business. 

Brand leaders need to be able to think, define, plan, execute and analyze

  1. Concerning strategic thinking, you need to use challenging and interruptive questions, take a holistic view of your brand, lead strategic debates on the issues, and make smart strategic decisions.
  2. To define your brand, you need to know how to find your consumer target, understand the potential functional and emotional benefits, create an ownable and motivating brand positioning statement, then build out your brand idea to guide every consumer touchpoint on your brand. 
  3. To write a brand plan, the skills you need are to lead all elements of the plan, turn your strategic thinking into strategic objective statements, present to senior management, and develop smart execution plans. 
  4. For marketing execution, are you able to write a brief, lead the project management aspect of all execution, inspire your experts, and make smart decisions? 
  5. When it comes to marketing analytics, you need to be able to know the sources of data, dig into the data, lead a deep-dive business review, and write analytical performance reviews.

Strategic thinking

Strategic thinking is an essential foundation for brand management training, forcing marketers to ask big questions that challenge and focus brand decisions. I will show you four ways to enhance your strategic thinking, using the brand’s core strength finder, consumer strategy, competitive strategy, and situational strategy. You will learn how to set a vision for your brand, focus your limited resources on breakthrough points, take advantage of opportunities you see in the market, find early wins to leverage to give your brand a positional power to drive growth and profits for your brand.

Strategic thinking learning outcomes

  • How to use the five elements of smart strategic thinking
  • Leverage our 360-degree strategic ThinkBox model using the brand’s core strength finder, consumer strategy, competitive strategy, and situational strategy. 
  • Build everything around your brand’s core strength
  • Think strategically to tighten your brand’s bond with consumers
  • Use strategy to win the competitive battles you face
  • Think strategically, within the brand’s current situation
  • Write strategic objective statements for each of the four strategies

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Brand positioning

The best brand leaders target a specific motivated consumer audience and then define their brand around a brand idea that is interesting, simple, unique, motivating and ownable. I will show you how to write a winning brand positioning statement with four essential elements: target market, competitive set, main benefit and reason to believe (RTB). You will learn how to build a brand idea that leads every touchpoint of your brand, including the brand promise, brand story, innovation, purchase moment and experience. I will give you the tools for how to write a winning brand concept and brand story.

Brand positioning learning outcomes

  • Write brand positioning statements

  • Define your target market, with insights, enemies, and need states 

  • Define consumer benefits, both functional and emotional

  • Come up with brand support points and claims

  • Understand the relationship between brand soul, brand idea and brand reputation

  • Come up with your brand idea

  • Write brand concept statements

  • Turn your brand concept into a brand story

  • Use the brand positioning and brand idea to build a brand credo

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Brand plans

The best brand leaders write brand plans everyone in the organization can follow with ease, including senior management, sales, R&D, agencies and operational teams. I will teach you how to write each element of the brand plan, including the brand vision, purpose, values, goals, key Issues, strategies, and tactics. Real-life examples will give you a framework to use on your brand. You will learn to build execution plans including a brand communications plan, innovation plan, and in-store plan.

Marketing plans learning outcomes:

  • Use five strategic questions as an outline for your entire plan
  • Write an inspirational vision statement to frame your marketing plan
  • Come up with a brand purpose and brand values
  • Summarize your brand’s situation analysis
  • Map out the key issues your brand faces
  • Write smart brand strategy objective statements
  • Focus tactics to ensure a high return on effort
  • Write specific execution plans for marketing communications, innovation, and in-store
  • Do up a profit statement, sales forecast, goals, and marketing budget for your plan
  • Use our ideal one-page brand formats for the annual marketing plan and long-range strategic roadmap

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Marketing execution

The best brand leaders need to inspire experts to produce smart and creative execution. I will provide tools and techniques for judging and making decisions on creative advertising from your agency. For judging execution, I use the ABC’s tool, believing the best executions must drive Attention (A), Brand link (B), Communication (C) and Stickiness (S). I will provide a checklist for you to use when judging executions, then show you how to provide direction to your agency to inspire and challenge great execution. 

Marketing execution learning outcomes:

  • Understand the crucial role of the brand leader in getting great creative execution
  • Successfully manage the 10 stages of the advertising process
  • Write a brand communications plan
  • Turn the brand communications plan into a creative brief
  • Use smart and bad examples of the creative brief
  • Use the ABC’s (Attention, Brand Link, Communication, Stickiness) advertising decision-making tool
  • Give inspiring feedback on advertising that pushes for great work
  • Use our six questions to help frame your media planning
  • Line up media choices to where consumers are most willing to engage with your brand

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Marketing analytics

The best brand leaders can tell strategic stories through analytics. With our brand management training, I will show you how to create a deep-dive business review, looking at the marketplace, consumers, competitors, channels, and brand. From there, I will teach how to turn your analysis into a presentation for management, showing the ideal presentation slide format. And then, I will also provide a Finance 101 for Marketers, giving you every financial formula you need to run your brand.

Marketing analysis learning outcomes:

  • Analyze the marketplace your brand plays in

  • Assess your consumers

  • Assess the retail channels you sell through

  • Analyze the competitors

  • Analyze the health of your brand

  • Use 60 of the best analytical questions to ask

  • Bring the analysis together into the drivers, inhibitors, threats,  and opportunities

  • Use financial formulas for compound CAGR, price increases, COGs. ROI

  • Prepare a deep-dive business review presentation

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Our brand management training bootcamp options

Brand Strategy

3-day bootcamp 

      1. Why being a beloved brand matters
      2. How to think more strategically  
      3. Consumer & competitive strategy
      4. Deciding on your consumer target
      5. Defining your brand positioning
      6. Build everything around brand idea
      7. Build a marketing plan 

Brand Execution

3-day bootcamp

      1. Defining your brand positioning
      2. How to write a smart creative brief
      3. How to run the advertising process
      4. How to make advertising decisions
      5. How to make media decisions
      6. Deep-dive analysis of your brand 
      7. Why being a beloved brand matters

Branding for Agencies

3-day bootcamp 

      1. Why being a beloved brand matters
      2. How to think more strategically  
      3. Consumer journey with insights
      4. Defining your brand positioning
      5. Build everything around brand idea
      6. How to write a smart creative brief
      7. How to run the advertising process

Video Training

Five 2-hour sessions

      1. How to think more strategically  
      2. Defining your brand positioning
      3. Build a marketing plan 
      4. Leading the marketing execution
      5. Deep-dive analysis of your brand 

Read more about our view on marketing skills

We use our Beloved Brands or B2B Brands playbooks to guide our participants through the training

You can find our playbooks on Amazon, Rakuten Kobo or Apple Books

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