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MX-1 TRAINING - DETAILS
MX-I Program Overview
The MX-I program enhances marketers’ skill development in the development of: 1) brand positioning, to transform products (consisting of features and attributes) into brands; and 2) leadership messaging communications. Over 400 EMEA marketers have participated in this program since its inception in 2006. Participants consistently rate the program as being “extremely useful.”
Who Would Benefit From This Program
Marketing managers and their resource partners (e.g., marketing research, promotion, agency personnel, etc.), regardless of level, who are involved with in-market brands or pre-launch products.
Program Objectives
Specific objectives are as follows:
Brand Positioning Strategy:
- Develop/Understand the Brand Positioning Strategy Statement, the blueprint for transforming products into brands;
- Utilize the Brand Positioning Strategy Statement to guide and ensure strategic integrity in the stewardship of the brand in the creation and execution of each of the marketing mix elements;
- Clearly and completely define the Target-Customers to better serve them;
- Identify the two dimensions of competitive framework – the literal and perceived, in creating a disequilibrium in the marketplace to favor the subject brand;
- Differentiate benefits from features/attributes;
- Understand the 3-types of benefits and develop/choose a relevant, meaningful point-of-difference benefit versus competition to encourage customer preference;
- Identify legitimate reasons-to-believe to support the benefit and make it more credible to the Target-Customer;
- Appreciate that Brand Character is a strategic element of the brand positioning and how to develop an appropriate, strategically sound character for the brand;
- Assess the Brand Positioning Strategy Statement for technical accuracy;
- Display the Brand Positioning Strategy for the company’s brands versus competition to assess competitiveness; and
- Develop Power Positioning to establish a unified brand and create brand loyalty.
Leadership Marketing Communications:
- Move from brand positioning to marketing communications;
- Understand the difference between the Brand Positioning and Marketing Communication Strategies;
- Appreciate the role of the Communication Behavior Objective in creating marketing communications messaging that generates sales while building brand equity;
- Develop the Communication Strategy to identify the strategically appropriate marketing communication message to achieve the Communication Behavior Objective;
- Understand the role of, and develop, Campaign Ideas to ensure compelling strategic communications in all marketing communication vehicles;
- Use a tissue meeting to improve the quantity and quality of ideas within less time (than it currently takes to do);
- Assess the effectiveness of Campaign Ideas and comment in a way to add-value to their productivity; and
- Learn ways to continue to enhance the marketers’ skill set in the development and execution of brand positioning and marketing communications.
An agenda for the program follows:
MX-1 PROGRAM AGENDA
Day 1
Brand Positioning Strategy:
- What Think About Communication Example (Participant Exercise)
- Objectives of Program
- Introduction to Tool Box and Quality Process
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Overview of Brand Positioning
- Role
- Examples
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Essential Elements of Brand Positioning
- Introduction of the Case Study
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Participants Develop Brand Positioning Strategy for Case Product
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Introduction to Coaching to Add-Value
- Defining the Target-Customer
- 7-Elements
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Identifying the Competitive Framework (Literal and Perceptual)
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Establishing the Brand’s Benefit(s) with Customers
- Difference Between Features and Benefits
- Kinds of Benefits
- Identifying Reason-Why Support to Provide Credibility to the Benefit
- Intrinsic
- Extrinsic
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The Market Analysis is a critical component of, and the starting point for, the Brand Marketing Plan. It is the opening chapter in the brand's story to management that will weigh heavily in their decision as to its role within the company... [More]
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