Sample Agenda

 

Day 1:

• Set Qualitative Objectives:  "This will be a successful session if we..."

• Brand Positioning Overview:  Getting a common language; reviewing some examples

• The Brand Promise:  Contrasting the differences between Brands and Products

• Power Positioning Concept:  Everything the Brand does -- well beyond advertising

• Positioning Snapshot exercise

• Strategic Targeting Exercise

• Quick-Start Positioning Exercise

• Review the 2-Dimensions of Competitive Framework

• Explore both the perceptual and literal Competitive Framework options

• Review types of Benefits

• Emotional Benefit Linkage Exercise

• Quick-Start Positioning Exercise

• Reason-Why Exploratory Exercise

 

Day 2:

• Umbrella Positioning Models Exercise

• Competitive Assessment Exercise

• Quick-Start Positioning Exercise

• Strategy-Quest Exercise

• Review Brand Character principles

• Brand Character Surrogates Exercise

• Store Visit

• Top-3 Umbrella Positioning Exercise

• Positioning "Diamond" Exercise

 

Day 3:

• Review Portfolio Brand Roles Models/Exercise

• Strategic Targeting Exercise

• Quick-Start Positioning Exercise

• Competitive Assessment Exercise

• Emerging Portfolio Exercise

• Positioning Implementation Exercise

• Identify and Agree to Next Steps

 

For more information, please call

800-255-9831 (620-431-0780)