The BrandCzar™ Learning Forum™

The forum is highly interactive and requires active participation in order to realize its full benefits. It is an intense, 48 hour boot camp development program with particular emphasis placed on the strategic elements of the marketing mix (positioning, product, promotion, pricing), fiscal year planning/planning templates and internal coalition development. We instill focus on how to woo profitable customers and consumers and how to avoid the blunder of building volume at any cost - all with an eye toward improving your ability to deliver greater economic results and organizational effectiveness. Our methods, tools, models and processes are proven with every forum facilitated by experienced, savvy, senior executives who have been through the wars and understand the challenges you face. Each forum is conducted off-site with the added convenience of multiple seminar offerings scheduled in a number of cities around the world. Our forum is the most cost effective way to fulfill the typical brand marketer's personal development plan.

Agenda

Day 1

• Phase 1: Framing the Cause: Justifying the Marketing Mission
  - what is a brand?
  - how do brands work?
  - what is brand equity?
  - how do you measure brand equity?


• Phase 2: The Battlefield: Creating Differentiation
  - utilizing the brand promise/positioning model
  - the creative brief
  - advertising communications message
  - pricing/promotions/PR/local marketing/interactive marketing


• Phase 3: State-of-Art Weaponry: Innovating with Customers in Mind
  - utilizing the new product development growth strategy model
  - utilizing the innovation platform funnel value model


• Phase 4: Sizing-Up the Enemy: Meeting Short-Term ROI Expectations
  - utilizing the BCG and BAM models
  - exploring real-world case study examples
  - utilizing the Push-Pull model
  - SWOT analysis
  - BDI/CDI model for identifying key opportunistic markets
  - measuring brand health - key determinants

Day 2

• Phase 5: Night of the Czars and Czarinas
  - group case study presentations to class


• Phase 6: The Battleplan: Annual Plans that Build Brand Equity
  - situation/competitive analysis
  - quantifying key issues/challenges
  - must win marketing battles (MWMB's)
  - strategic thrusts
  - prioritized action initiatives
  - budgeting
  - KPO's/balanced scorecards


• Phase 7: Building Coalitions: Leadership from the Marketing Ranks
  - GITS: get into the skin of someone else
  - attributes for success
  - mads/sads/glads - own company assessment
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