MODULE1: BUILDING BRAND EQUITY
This defines Brand Equity and imparts understanding of and hands-on practice with the key tools for:
- Brand Equity Cause-Effect Ladder
- Road map to Equity
- Building a Power Positioning
- Creating a Power Brand Identity
- The Brand Idea & Communications Planning
- Building a Power Client/Agency Partnership
- Developing Power Advertising
- Holistic Communications Power
Recommended time frame – 4.5 days
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MODULE2: POWERFUL ADVERTISING
- Defining "Great" Advertising
- Relevance vs. Realism
- Client/Agency Partnership
- Power Briefing
- Evaluating & Developing Power Advertising
- Getting The Team Aligned
Recommended time frame – 2 days
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MODULE3: COMPETITIVE POSITIONING
- Need for Positioning
- he One Sentence Discipline
- Positioning Rules
- The 6 Positioning Strategies
- The Brand Capsule
- Target Marketing
- Choosing Your Competitive Set
- A Power "Owned" Benefit
- Reason To Believe
Recommended time frame: 2 days
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MODULE4: DEVELOPING A POWERFUL BRIEF
- The Advertising/Sales Connection
- The PFA Principle
- Principles & Format for Power Briefs
- The Creative's as the Target for the Brief
- Principles for Brief-ING - must be in person
Recommended time frame: 1 day
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