Our marketing training teaches brand leaders how to ask tough strategic questions to slow everyone down. They need to approach strategy in a thoughtful, analytical way. We created a Strategic ThinkBox that allows marketers to interrogate their brand. Most importantly, it helps them look at the most important issues of the business. Furthermore, we force marketers to take a holistic look at their brand’s core strength, competitive landscape, tightness of the consumer bond, and business situation.
Our brand positioning process starts by finding out the ideal consumer is and how they would benefit from the brand. We teach marketers how to find the emotional and functional benefits their brand can deliver. Then, we show how to find a unique space for their brand that is interesting, simple, motivating, and ownable. Furthermore, we introduce our brand idea tool and show how to communicate that brand idea across the organization. In addition, marketers learn how to write a brand concept, brand story, and a brand credo document.
The marketing plan is a decision-making tool that communicates the expectations to everyone who works on the brand. We teach marketers how to put together the vision, purpose, goals, key issues, strategies and marketing execution plans. Our training provides various tools including our one-page marketing plan and ideal presentation deck. Most importantly, we go into detail on how to write key issue questions and strategic statements that forms the foundation of the marketing plan.
Our marketing execution training starts with the development of the creative brief, which serves as the bridge between the plan and execution. We review line-by-line of the creative brief and give you examples of the best and worst. Furthermore, we even provide participants with a checklist to make smarter decisions on your next marketing campaign. We introduce our creative checklist to help make smarter decisions on creative communications. And, we emphasize how to match up media choices to the consumer journey. Essentially, the skills will help your team get better work from their agency partners.
Our comprehensive brand analytics sessions teach brand leaders how to lead a deep-dive business review. They need to know how to assess their brand’s performance, and set up smarter strategic thinking for their marketing plan. As a result, we get marketers to look at the marketplace, consumers, channels of distribution, competitors or other brands in their industry category. Finally, we show how to lead an audit on the performance indicators of the brand.