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It's easy to get lost in the details of execution without confirming if your fundamentals are right.

In today's crowded marketplace, is your brand truly built to compete? Before your marketing team and the whole organization use precious time and resources, it is worthy to periodically revisit the strategic fundamentals: that your brand is genuinely differentiated and that all your marketing activities are guided and directed to build a cohesive brand image.

"Engineering a Winning Brand DNA" is meant to teach the participants the use of the aforementioned positioning tool and how to make them operational. The module will take them through different models that can help add depth and dimension in critical aspects of your brand DNA thus ensuring your blueprint has not just a differentiated proposition but a compellingly relevant one. The module will also familiarize them on how to use the Brand DNA in other marketing disciplines such as portfolio management and innovation, all with the end goal of ensuring that all marketing activities build brand momentum that delivers the needs of the "now" while securing sustainable advantages for tomorrow.

Key benefits for participants
Each participant will learn:

• a better appreciation of the importance of a consistently relevant and compelling brand positioning
  skills in using the Brand DNA as a tool
• an appreciation of the different tools in dimensionalizing important parts of the DNA like the target market as well as the brand promise
• an understanding of using the Brand DNA as the central blueprint in other marketing disciplines and activities such as co-branding and portfolio management and innovation, making them all build on each other

Key benefits for the company
The company will gain:

• an appreciation of periodically checking and reviewing that the fundamentals of the business such as brand positioning is in place before getting lost in the execution
• an understanding of how company resources can be maximized if business activities are fueled and all guided by a powerfully compelling Brand DNA
• a better understanding of how the operational Brand DNA is not just Marketing's responsibility but a company-wide promise to the consumer

Program Concept
THE TOOL IS ONLY AS SHARP AS EACH COMPONENT OF ITS DESIGN. By understanding what brand DNA is, its different parts and types, you can begin to engineer each one to sharpen crucial parts. This seminar teaches you how to harness different tools to gain brand momentum and to use Brand DNA in portfolio management and innovation.

BRAND POSITIONING IS THE CORNERSTONE OF THE MARKETING DISCIPLINE. The program is also highly recommended for non-marketing senior managers for cross-functional exposure, and appreciation into the process that secures the brand, one of the company's most important assets.

Program Overview

Module 1 : Complex, competitive, challenging: five (5) recent major developments and trends and their implications to the way we do Marketing

Module 2 : Who will we sell to? Appreciating the different models in market segmentation, and how combining them adds depth in targeting your market

Module 3 : What is this tool called Brand DNA? A simple but powerful way to structure your brand proposition

Module 4 : Engineering each molecule. Learn the different parts of the Brand DNA with a focus on tools that help sharpen the critical parts of the design.

Module 5 : Appreciate the different Brand DNA's : know what they are and how and when to use them

Module 6 : Brand DNA as a cornerstone to successful brand momentum: how to harness the blueprint as a guide to all other marketing activities like portfolio management, innovation and strategic alliance to ensure brand momentum

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

• Airline
• Automotive
• Billboard
• Cosmetics
• Deodorant
• Feminine Care
• Food
• Mayonnaise and Spreads
• Medicine
• Ready to Drink Tea
• Restaurant
• Seasoning
• Shampoo
• Soap
• Spirits
• Telco
• Vitamins
• Wristwatch

Who Should Attend:
This module is designed for both seasoned and new marketing practitioners who want a fresh, updated look at one of the cornerstones of their discipline: brand positioning. 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:
"Very timely topic considering our different brands life cycles. My perspective grew. You gave us something we could chew on" -- Vicky Pacheco, COO , Chateau 1771

"The topics are relevant. Examples are suitable. Interaction is great. Well facilitated" -- Roy Mangaoang, Senior Product Manager, Getz Pharma

"Ms. Weena is an excellent speaker. She inspires me a lot" -- Tonette Segismundo, Brand Manager, United Laboratories

Recent participants include:

• General Manager of San Jose Kitchen Cabinets
• COO of Chateau 1771
• AVP, Brand of Aboitiz Equity Ventures
• Senior Account Manager of PIC Phils
• Program Manager of Bankard
• Brand Manager of Biomedis
• Brand Managers of Getz Pharma
• Brand Manager of Solerex Water Technologies
• Product Manager of Zuellig Pharma