Brand Strategy Workshop

Virtual Brand Planning
May 7, 2014
Insight Mining
May 9, 2014
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Brand Strategy Workshop


Brand Strategy Workshop

When you/your brand teams recognize that:

  • strategy needs to be a living, breathing, totally dynamic game
  • strategy means making clear-cut choices about how to compete
  • you cannot be everything to everybody, no matter what the size of the brand, or how deep the pockets.

What this looks like:

First of all coming up with the big ‘aha’ for the brand. An insight that allows you to gain sustainable competitive advantage. This requires work done in advance of the workshop which could take anywhere between a couple of days and a month. Secondly working with a group of informed people, over two days, to leverage the big ‘aha’ in every strategic decision – from the Brand Vision through the Positioning and into the Strategic Imperatives and Actions, drawing on best practices from everywhere and pushing them to their highest level of effectiveness. And finally, putting KPIs in place that help people execute the strategy with an unyielding emphasis on continual improvement.

What this approach avoids:

Arduous, intellectualized number crunching

The data grinding that many say you have to go through to get strategy right

The production of time-consuming and expensive 100+ page strategy reports

A strategy that is too complex

What this approach promotes:

A productive strategy session that is fun and fast

A strategy that is actually straightforward and alive

Picking a general direction and implementing well