Brand education workshops and seminars are a core offering of The Blake Project. Today we’re pleased to announce a new, robust workshop with a focus on brand leadership.
What does it mean to be a leading brand? What are the benefits of brand leadership? How do brands come to be leaders in their categories? Learn the answers to these questions and many others by studying some of the world’s most successful brands. And then apply what you have learned to your own brands.
Workshop Outline
Module 1: Measures of brand leadership
Measures of brand leadership: Position in consideration set, Price insensitivity/price premium, Customer loyalty, Brand asset value, Buzz quotient, Market share, And more…
Module 2: The five drivers of customer brand insistence
The five drivers of customer brand insistence (with brand examples): Awareness: McDonalds, AOL, Amazon.com, Relevant Differentiation: iPod, Toyota Prius, BP, Value: Ikea, Hyundai, Honda, Amazon.com, eBay, Accessibility: Coca-Cola, HSBC, KFC, Emotional Connection: Hallmark Cards, Harvard
Module 3: The top ten brand differentiators
The top 10 most successful differentiators of brands – attend the workshop to learn what they are
TEAM EXERCISE: Create a brand whose values align with its customer’s values
Module 4: Sources of brand leadership
Leadership through Quality: The Oriental Bangkok, Midwest Airlines, Lazarra Yachts
Leadership through Innovation: Apple, 3M, Wegmans
Leadership through Focus: Woodstock, NY, Trader Joe’s, Genesee Valley Trust
INDIVIDUAL/TEAM EXERCISE: How could you better focus your brand to create a fiercely loyal customer segment?
Leadership through Carefully Designed Customer Experience: Ten Thousand Waves, Disney, Starbucks
Leadership through Status: Rolex, Gucci, Tiffany & Co., Mercedes
Leadership through Lifestyle Targeting: Harley-Davidson, Patagonia
Leadership through Social Responsibility: Newman’s Own, Ben & Jerry’s, The Body Shop
Module 5: Brands as a badge
Brands as a Badge: Hummer, Birkenstock, Hallmark Gold Crown stores
INDIVIDUAL/TEAM EXERCISE: Innovate one way to reposition your brand as a “badge”
Module 6: Creating “category of one” brands
Creating “Category of One” Brands
Rensselaer Polytechnic Institute
Strong National Museum of Play
TEAM EXERCISE: Create a “Category of One” brand
Module 7: Branding commodities
Branding Commodities – Proven Approaches
Product/service bundling/unbundling
Service customization
And much more…
TEAM EXERCISE: Differentiate a commodity
This workshop teaches the most effective sources of brand leadership. It uses numerous real world brand examples to illustrate each source of leadership. These examples are taken from many different industries and countries. Workshop participants are given the opportunity to apply what they have learned in individual and team exercises interspersed throughout the workshop.
I’m happy to share more on this and other workshops – feel free to contact me.
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
