Curriculum:

Building Brand Equity and Its Communication Via Great Advertising

Learning Objectives

• Understand the importance of Brand Equity to the Company’s competitive position
• Understand the Brand Architecture format
• Understand the importance and role of Positioning in focusing your brands competitive premise
• Grasp and internalize the key principles of effective advertising that are that it must:

• Implant the brand’s Architecture and Positioning in the mind of the consumer
• Disrupt, Engage & Convince the consumer, linking the brand with the target’s life and their emotions
• Be based on a key message objective designed to improve the brand’s performance in an area advertising can impact; and

• Have developed workable skills in creating Briefs using the Company’s template insightfully and in a way that motivates focused creative excellence
• Understand the critical importance of the advertising “Big Idea” and of identifying it before making executional comments
• Develop skills and hands-on experience with the five-step evaluation process

Day I: Brand Equity and Positioning

• Brand Equity: How is it created?
• Cause-Effect chain of elements to building Brand Equity:
  • Brand perceptions lead to profits
• The Brand Architecture Format:
  • Brand Features & Attributes – Product Benefits – Emotional Benefits – Driving Beliefs – Personality – Essence
• Role of Positioning:
  • Marketers definition and consumers definition of positioning
• The positioning statement format
• Focusing your Target Audience, selecting your Frame-of-Reference, defining your Leverageable Point-of-Difference, choosing your Consumer End Benefit

Day II: Advertising

• Characteristics to Great Advertising
• Key Thrust:
  • Disrupt, Engage, & Convince
• The Advertising Development Process:
  • Principles of effective copy development
  • The core advertising team
• The Creative Brief:
  • Guiding principles on communicating the brands advertising needs
  • The Creative Brief format
• Briefing the Agency:
  • Communicate, Enthuse & Inspire
• Creative Development & Evaluation:
  • The agency presentation meeting & providing comments to the agency
• 5 Step Advertising Evaluation Process:
  1. Have a ”Gut” Reaction
  2. Get the “Big Idea”
  3. Evaluate the Drama
  4. Check it’s on Strategy
  5. Make it have Strong Impact
• The Approval Meeting:
  • Ways to bring up issues

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