Module: Branding Framework
Why are brands more important than ever in the media and entertainment industry? Why are great brands so challenging to build? In our opening session, we will answer these questions and introduce a framework and guidelines for brand building, reinforcement, and extension. In addition, we will discuss the specific challenges of overcoming resistance to investing in brand building in the M&E industry, resistance that stems from pressure to produce short-term cash gains or a myopic focus on individual properties and talent.
Module: Laying a Solid Foundation
Behind every great brand is a brilliant segmentation scheme, razor-sharp targeting, and deep insight into target customer motivations. Learn the latest techniques for discovering high potential target segments that go beyond the obvious classifications of age and viewing habits. Discern creative ways to reveal our targets' unresolved and often unarticulated needs and motivations, which form the basis of brand extension.
Module: Defining Brand Positioning
Evaluate an "aspirational" brand concept through customer insight and competitive positioning. Define goals to help the brand reach its target, and glean insight into target audience preferences for products and services. Learn best practices of world class brand marketers from Proctor & Gamble to Apple, and apply these lessons to the current challenges faced by M&E companies.
Module: Building, Sustaining, and Reenergizing Brands
It's not enough to write a brilliant, or even perfect, brand positioning statement. What we "want" our brand to mean is irrelevant if our targets don't accept that proposition. Like it or not, we don't own our brand's meaning; our customers own it. Learn to candidly assess a brand's de facto position with target customers, utilizing online statistics, and other state-of-the-art tools and techniques.
Module: Managing Brand Systems
The payoff from a well-leveraged brand system is tremendous, while the distractions and miscues from stretching a brand beyond its means can virtually destroy a great brand. Learn the secrets of great global brands, and the powers and pitfalls of brand extensions, with particular emphasis on the potential for bundling, repurposing, and co-branding across delivery platforms and national borders in today's digital age.
Module: Building a Great Brand Organization
Gain appreciation for the kinds of organizational cultures that best nurture great brands. Participants will assess their companies' branding practices and environment and discuss changes required to define and execute value-creating brands, and to assure ongoing commitment to building and leveraging strong brands.