Curriculum:

Building Brand Equity and Its Communication Via Great Advertising

Learning Objectives

1. Understand the importance of Brand Equity to the Company's competitive strength and profitability
2. Achieve a deeper appreciation of the tools for building and communicating the Brand Essence & Brand Architecture
3. Examine the key elements of the Positioning Statement and be able to develop one for your Brand or sub-brand
4. Gain expertise in the key principles of generating effective "Breakthrough" Advertising for the Brands target consumer
5. Cultivate workable skills in creating Briefs using the Company's template insightfully and in a way that motivates focused creative excellence
6. Understand the critical importance of the Creative "Big Idea" and of identifying it before making Executional comments
7. Develop skills and hands-on experience with the "5-Step" Creative Evaluation Process

Day I: Brand Equity and Positioning

• Brand Equity:
  • What is it? and How is it Created?
  • Cause-Effect Chain of Elements to Building Brand Equity
• The Importance of the Brand Essence
• The Brand Architecture Template:
  • Features & Attributes – Functional Benefits – Emotional Benefits – Driving Beliefs – Personality – Brand Essence
• Role of Positioning:
  • Marketer’s Definition and Consumer's Definition of Positioning
• Positioning Statement Details:
  • Focusing your Target Audience
  • Selecting your Frame-of-Reference
  • Defining your Leverageable Point of-Difference
  • Choosing your Consumer End Benefit

Day II: Developing "Breakthrough" Advertising

• Best Practices Expectations:
  • Your Companies Expectations and Agency Expectations
• The Purpose of Great Advertising:
  • Pryamid of Greatness
• Key Thrust of Great Advertising:
  • Disrupt, Engage, & Convince
• The Creative Advertising Development Process:
  • Prinicples of Effective Copy Development
• The Advertising Strategy:
  • Four Elements of the Advertising Strategy
• The Creative Brief:
  • Guiding Principles on Communicating the Brands Advertising Needs
  • The Creative Brief Format – Step by Step How to Prepare
• Effectively Working with Both the Account & Creative Teams:
  • Communicate, Enthuse & Inspire
• Advertising Development & Evaluation:
  • The Agency Presentation Meeting & Providing Comments to the Agency
• Evaluating Creative Submissions:
  • 5 Step Evaluation Process:
    1. Evaluate your "Gut" Reaction
    2. Get the Creative "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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