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Wednesday, July 20, 2011


Special Midweek Issue


We’d love to get your feedback.


BDNI is planning to conduct our annual BDNI Brand Positioning and Communications OPEN College in Chicago, November 15-17 2011. Before we confirm this week, we would like to hear from our customers if this works for you. Please let us know if you or some of your people would be interested in attending.


This is the same program that BDNI has conducted for well over a dozen years, across a wide variety of business sectors – throughout the world. It focuses on essential brand development processes including the Brand Positioning Strategy Statement, Communication Strategy and Campaign Ideas. It also features work and practice on providing feedback or “coaching” the communications’ agency to add-value to the creative product.


Some of the things you or your people can expect to learn include:

Brand Positioning
  1. Develop/Understand the Brand Positioning Statement, the blueprint for transforming products or compounds into brands;
  2. Utilize the Brand Positioning 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;
  3. Clearly and completely define the Target-Audience to better serve them;
  4. Identify the two dimensions of competitive framework – the literal and the perceived, in creating a disequilibrium in the marketplace to favor the brand;
  5. Differentiate benefits from features/attributes;
  6. Understand the 3-types of benefits and develop/choose a relevant, meaningful point-of-difference benefit versus competition;
  7. Identify legitimate reasons why to support the benefits and make them more credible to the Target-Audience;
  8. Appreciate that Brand Character is a strategic element of the brand positioning and how to develop an appropriate, strategically sound character for the brand;
  9. Assess the Brand Positioning Statement for technical accuracy;

10.    Display the Brand Positioning for the company’s brands versus competition to assess competitiveness; and

11.    Ensure that every initiative on the brand is consistent with the Brand Positioning Statement i.e. develop Power Positioning to create brand loyalty.

Leadership Marketing Communications
  1. Move from brand positioning to marketing communications;

Understand the difference between the Brand Positioning and marketing Communication Strategies;

  1. Appreciate the role of the Communication Behavior Objective in creating marketing communications messaging that causes behavior changes to generates sales while building brand equity;
  2. Develop the Communication Strategy to identify the strategically appropriate marketing communication message to achieve the Communication Behavior Objective;
  3. Understand the role of, and develop, Campaign Ideas to ensure compelling strategic communications in all marketing communication vehicles;
  4. Use a Campaign Idea meeting to improve the quantity and quality of ideas within less time;
  5. Assess the effectiveness of Campaign Ideas and respond to the agency in a way to add-value to their productivity; and
  6. Learn ways to continue to enhance the marketers’ skill set in the development and execution of brand positioning and marketing communications.

As the name implies, the OPEN is available to all marketers, from any company, wishing to attend. Historically, our OPEN programs draw participants from diverse industries and companies. 


This is a unique opportunity for managers to participate: 1) from companies that do not have sufficient number of personnel to have a company specific program of their own; 2) who wish to check-out this program prior to having one customized for their company; 3) from those companies that have already had BDNI conduct programs for them but have additional personnel who have not previously attended; and 4) anyone who wants to enhance his/her competencies in brand building, positioning and communications.


Participants’ of this program consistently rate it as “extremely useful.” This traces to the sharing of best practices, quality processes and productivity tools. Importantly, participants find the learning immediately applicable to building healthy brands.


So let us know if this time and place work for you and/or your people. Please contact Lori Vandervoort at 800-255-9831 (620-431-0780) or email at We look forward to hearing from you.


Richard Czerniawski & Mike Maloney

Richard Czerniawski

430 Abbotsford Road

Kenilworth, Illinois 60043

tel 847.256.8820 fax 847.256.8847

reply to Richard: or



Mike Maloney

1506 West 13th

Austin, Texas 78703

tel 512.236.0971 fax 512.236.0972

reply to Mike: or

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