• The principle of brand positioning was very helpful to understand the background marketing science.

 

•  I learned lots of concrete and practical methods to create campaign -- e.g., brand positioning, tools, etc.
  

 

• Brand Positioning drives everything you do!

 

• Lots of activities to think -- not just listen.  Realized simple but important thing that we tend to forget -- Benefit, Customer needs, visual should all be consistent.
  
  
• Structure/simplicity/help with the "law" all very helpful.

 

• Loved the scorecard/disciplined approach.

 

• Very clear, technical, easy to understand.

 

• Learned how to methodically create and critically analyze a Creative Brief.

 

• The Creative Brief is essential for creative direction.  The brief is as important (if not THE important document) as the P&L.  It's a must to hae the highest level of marketing sign-off on the Brief.  I want to relay this to my team and stand behind it.

 

• Very, very helpful tools served to clarify and connect all meaningful aspects of Creative Brief formulation.