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Consumers live in the age of "more", while marketers work in the age of "less."

Our consumers have grown increasingly sophisticated, living in the age of more products and categories, more choices, more technology, more touch points and, therefore, more clutter. Meanwhile, marketing practitioners are living in the age of fewer budgets, less liberties due to regulation and less time to catch the attention of the busy consumer.

In over a thousand brand contacts every consumer is exposed to daily, how well do you stop them in their tracks and get through to them? Or are you one of the hundred messages they tune into and zap out of? The challenge of today's brand manager is not just about sending out a message, its about getting through and engaging the consumer, making them actually welcome your brand message.

The program structures the process of creating brand communication and activation, clarifying roles and deliverables between brand teams, support teams and agencies. Learning the discipline of brand engagement will put science in making your brand come alive in such a way that the consumers enjoy, ensuring efficiencies in every peso of your A&P budget.

Key benefits for participants
Each participant will learn:

• a better appreciation of the process in brand engagement in whatever medium of choice
• a clarification of roles and expectations in the brand engagement process
• an understanding of the nature of the different traditional and emerging media, and brand communication methods and tools that help decide which to use
• skills in the discipline of brand activation

Key benefits for the company
The company will gain:

• an appreciation of why certain media mixes are recommended for certain brand challenges
• an understanding on how a structured approach to brand communication can maximize the company resources regardless of media mix or methods
• a better understanding of how Brand Engagement is not just Marketing's responsibility but a company-wide promise to the consumer

Program Concept
THERE IS BOTH ART AND SCIENCE IN BRAND ENGAGEMENT. Learn a more structured process in creating brand engagement while understanding roles, and ground expectations in this cross functional process.
THE CONSUMER IS TIME-STARVED AND HIGHLY DISTRACTED IN A COMPLEX MEDIA ENVIRONMENT. Understanding your target market and the brand-bombarded environment they move in enjoins you to learn tools on how to plan when to catch their attention. This can be done by appreciating an arsenal of choices by knowing the nature of the different traditional and emerging media and the more recent methods in brand communication.

Program Overview

Module 1: Complex, Competitive, Challenging: Eight (8) Recent Trends And Their Implications To The Way We Engage The Consumer

Module 2: Putting Science In The Art Of Brand Engagement

Module 3: Understand Who Are In The Team And What Roles They Play 

Module 4: Appreciate Guidelines In Judging Creative Work

Module 5: Understanding The Nature Of The Different Media

Module 6: Watch Out And Prepare For Emerging Media/Touch Points And Brand Communication Methods

Module 7: Appreciate Tools In Mapping When To Catch Your Target Consumer

Module 8: Learn The Skill Of Brand Activation: Learn What It Is And Isn’t

Module 9: Understand The Different Tools In Coming Out With The Sharpest Activation Idea

Case Examples from the following product/service categories shall be cited:                      

• Carbonated Soft Drinks
• OTC Pain Reliever
• Face Care
• Toothpaste
• Shampoo
• Soap
• Spreads
• Liquor
• Nail Polish
• Snack Foods
• Telephone Companies
• Banks
• Cookies
• Health And Wellness Products
• Mobile Phones
• Mineral Water
• Male Hair Grooming Products