To give your managers the skills and knowledge to create a positioning for competitive advantage.
Brand Managers and Marketing Managers who have to make positioning decisions.
After this programme managers will be able to:
- Define what is meant by Brand Positioning
- Use a Positioning Framework to effectively create brands with powerful and sustainable positionings
What is Positioning?
A session to explore Positioning definitions and what makes a brand powerful?
A session which introduces a Positioning Framework using a live brand example. This framework then forms the agenda for the rest of the workshop.
A session which introduces the first step in creating powerful positionings – a full understanding of target consumer and consumer insight.
The second step - a session which explores both existing a future benefits that the brand needs, to drive a differentiated positioning in the market.
Step three – this session covers the elements of outward expression of brand personality and demonstrates how a single minded consistent tone is needed to drive consistency in brand positioning.
Step four in the framework – this session explores the need for teams to identify the brand essence for each of their brands – this then acts as a visionary focus for all cross-functional teams.
A session to demonstrate how powerful positioning can effectively cut through competitor noise in the market place.
A short workshop to clarify how and where the learning can be applied in the workplace.