What you'll learn
Understand why you need a strong positioning and coherent strategy in order to drive long-term sustainable growth.
Become clearer on how to create a brand positioning that is coherent, consistent and sharp, which will subsequently influence all areas of the mix.
Identify how consistency creates and sustains meaningful and distinctive brands.
Understand how a tight brand positioning will lead to a purpose that can inspire your brand's narrative.
Learn how to make strategic choices that will help drive growth and equity for the long term.
Requirements
No marketing experience is required but having some business experience or education will be beneficial
Description
As a marketer, you know you need to nurture your brand in a fast-changing world in order to ensure long-term and sustainable growth. However these efforts are often deprioritized to focus on more short-term tactical activities, which make brand teams miss out on long-term brand-building opportunities.With the this bootcamp, you will learn how to transform your business into a brand that sells itself. Learn directly from marketing practitioners and get access to knowledge and frameworks used by experienced marketers that will help you secure your brand's long-term growth.Who is this bootcamp for?Experienced Marketers who want a THOROUGH AND STRUCTURED REMINDER of the FOUNDATIONAL MARKETING PRINCIPLES, whilst adding new tools and frameworks to their arsenal.Aspiring Marketers who want to LAY THE FOUNDATIONS to help them pivot towards their new career paths, specifically looking for PRACTICAL KNOW-HOW BEYOND MARKETING THEORYMarketing or Brand Teams who want to IMPROVE THEIR PRACTICAL BRAND KNOW-HOW, via a guided and structured approach to foster a universal team language, understanding and toolbox.Experienced or aspiring consultants who want to ENHANCE THEIR STRATEGIC PROBLEM-SOLVING capabilities to address different marketing challenges in growing a business.Current or Aspiring Business Owners who want to ESTABLISH THEIR BRAND, GROW THEIR BUSINESS, and learn how marketing can help them achieve their goals.
Overview
Section 1: Introduction
Lecture 1 Welcome to the Bootcamp!
Lecture 2 Download your WorkBook!
Section 2: Module 1: Introduction to brand positioning
Lecture 3 The importance of a brand-led business
Lecture 4 Vision & Positioning
Lecture 5 What is positioning and why it matters
Lecture 6 Download your additional resources!
Section 3: Module 2: What makes brands great
Lecture 7 What makes brands great
Lecture 8 The principles behind great brands
Lecture 9 Positioning as our North Star
Lecture 10 Additional resources: videos
Section 4: Module 3: Your role as a brand guardian
Lecture 11 Ensure the relevance of your positioning
Lecture 12 Execute with consistency
Lecture 13 Be insightful - always
Lecture 14 Download your additional resources!
Section 5: Quiz 1
Section 6: Module 4: Exploring the foundations of a brand positioning
Lecture 15 Root strengths
Lecture 16 When and where to compete
Lecture 17 Identifying your target
Lecture 18 Insight on your target
Lecture 19 BONUS MODULE: Getting under the skin of your consumer
Section 7: Module 5: Purpose at the heart of positioning
Lecture 20 What is purpose and why does it matter?
Lecture 21 Driving purpose-led growth
Lecture 22 Download your additional resource here!
Section 8: Module 6: Exploring the output of brand positioning
Lecture 23 Benefits and Reasons-to-Believe
Lecture 24 Personality and Tone-of-Voice
Lecture 25 Download your additional resources here!
Section 9: Quiz 2
Section 10: Module 7: Brand Strategy for Growth
Lecture 26 A brand's strategic role
Lecture 27 Identifying your brand architecture
Lecture 28 Growing your core
Lecture 29 Extensions and stretches
Lecture 30 Download your additional resources here!
Section 11: Quiz 3
For aspiring marketers and brand owners

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