KEY BENEFIT TO PARTICIPANTS

• Gain a deeper understanding of the importance of Brands and the “real essence” of a Brand Marketer’s job.

KEY BENEFIT TO COMPANY

• It is recommended that Companies send Marketing Teams, complemented by key Sales Managers and a Finance Manager. The Team will gain a collective understanding of the value of Brands and how they contribute to Company assets. 

WHO SHOULD ATTEND

• Marketing teams: Brand Assistant to Marketing Manager

• Key Sales Managers : Key Accounts Manager, National Sales Manager

• Finance Managers or other Non-Marketing  and Sales Managers, who wish to broaden their understanding of Brands and the value they contribute to the Company’s assets.

PROGRAM OVERVIEW

Module 1: Market Landscape and Category Purchase Drivers

•  5 Factors which Affects Marketing post Covid-19 

  •  Changed customer journeys

  • Creative innovation

  • Purpose-driven messaging 

  • Localized marketing execution

  • Data and analysis

• 3 CASE Examples on Market Landscape Shifts 

• 6 Marketing Strategies to the “Next Normal”

OUTPUT: Use of Porter’s Landscape Framework to Map Participants’ Industry Snapshot

Module 2: (WHO) Customer Insights and Journey/ Experience

• Map customer journey across different receptivity touchpoints

  Output: Customer Journey Map 

Module 3 : (WHAT) Brand DNA Relevancy and Distinctivity

• Define one’s core Brand DNA (Purpose, Positioning, Character, Promise)

  Output: Brand Health Check

Module 4 : (HOW) Business Model  and Marketing Innovation

• Revisit current Business Model to assess if it fits in the New Normal

  Output: Business Model Framework

Module 5 : (HOW) Business Model  and Marketing Innovation

• Develop a strong and relevant communication /message and understand role of different media channels

  Output: Brand Communication Plan