Brand Management

Is your advertising really being remembered by your target market?
Are you really being very clear to your target market why they should choose you?

Is your advertising really persuasive?
Does getting good advertising out of your agency take too much time and effort?
Are you still defining your communications target market in the time-worn, vague way, such as “Class BCD, 20-40 years old”?

If you answered yes to any of the above, we respectfully suggest that you have a problem. But help is at hand.

Key Benefits for Participants
Each participant will:

  • Learn to use Brand DNA as a tool, dimensionalizing key elements like target market and brand promise, and appreciating the value of a relevant and compelling proposition
  • Learn how to apply Brand DNA to and ensure consistency across innovation and portfolio management
  • Learn how to get powerfully crisp creative work, appreciating the different roles of contributors to the brand engagement process, including doing it in the rapidly growing digital world

Key Benefits for the Company
The company will gain:

  • Highly effective brand management able to effectively target each brand at a different target market
  • The ability to develop powerful advertising and marketing campaigns targeting the most responsive consumer segments
  • The satisfaction of rapid business growth from differentiated brands

Program Concept
Participants will be exposed to a disciplined process for defining and choosing a target segment for a brand applicable for the long-term, based on a well-differentiated proposition, as well as a tighter target segment for marketing communications attacking the specific challenge/headache you now face. Participants will also be exposed to both successful and ineffective advertising to contrast and drive home key lessons that can be discussed, fully digested and applied by the participant in his or her own environment. So you spend money only on advertising built around a powerfully compelling proposition, communicated with sharp focus and striking drama. And get your money’s worth with a strong ROI. To further drive home key lessons, participants will workshop specific challenges, even their own brands, to expose and better understand their own experience, beliefs and prejudices and build on and progress beyond them.

Participants also will cover and learn key lessons about the production process to ensure that your great advertising concept will not only survive the challenges of production but will come out every inch as powerful as you dreamt it would.

And review cases of the application of Brand DNA to line extensions, which may or may not have the potential to maximize the revenue and profit from your brand-building money.

Program Overview
Module 1: Who will we sell to? Appreciate the different approaches to market segmentation, and how combining them adds depth in targeting your market.

Module 2: What is this tool called Brand DNA? A simple but powerful way to structure your brand proposition, taking into account where you are and where you eventually want to be, and how to sharpen the critical parts for maximum impact.

Module 3: Build science into the art of brand engagement, ensure crisp directions for creative work to fire up your advertising and punch hard above your weight.

Module 4: Learn how to assess creative work, feedback constructively for maximum creativity, and shepherd creative work through the production process, building its power through outstanding execution.

Module 5: Understand how to apply your brand’s DNA to the development of line extensions and even co-branding situations.

Case examples from the following products / industries shall be cited:

  • Automotive
  • Bank
  • Billboard
  • Carbonated softdrinks
  • Deodorant
  • Feminine Care
  • Fragrances
  • Kitchen fixtures
  • Mayonnaise and Spreads
  • Medicine
  • Ready to Drink Tea
  • Seasoning
  • Shampoo
  • Sportswear
  • Telco
  • Toothpaste
  • Wristwatch

Who Should Attend

This module is designed primarily for mid-level and new marketing practitioners but will also benefit the seasoned practitioner who wants an updated look at brand positioning and the crucial task of communicating it to a target market that is increasingly difficult to reach .

The program is also highly recommended for non-marketing senior managers for cross-functional exposure and appreciation for the process that secures the brand, which is one of the company’s most important assets.

What our past participants said:

“The speaker was very good, knowledgeable. He came prepared w/ materials, related the topics to
the attendees’ industries, answered specific questions about work.” – Noemi Aquino-Head, Globe Telecoms

Very relevant and meaty. I liked how Mr. Cid was able to give insights culled from personal experience.. - Vida Maya A. Ko – Marketing Services Manager, Maynilad

I am happy you have seminars like these. It somehow immerse us to the real life office scenarios of other attendees. –Lovely de Guzman – Account Manager, V Cargo

Good interaction with participants, learned a lot – perfect timing for the next year’s planning session. – Olive Bolico – Brand Manager, Jergens/ Vibelle Distribution

I admire the bradth & depth of the speaker’s experience, enabling him to respond to our questions satisfactorily. It was a great learning experience. I expect I’ll be coming up with better ads & programs in 2013 onwards! – Maria Luisa yap, Marketing Manager, Lafarge

About the Speaker:
Chief Brand Adviser
Mansmith and Fielders, Inc.

Former managing director of The Nielsen Company (Philippines) Inc., managing director and marketing director of Fonterra Brands (Anchor, Anlene, Anmum), former general manager and marketing manager of Gillette Philippines (Gillette, Oral B, Duracell, Braun, Parker), former commercial director of Kellogg Philippines (Kellogg’s breakfast foods) and former general manager of IDS Marketing Philippines.