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Brand Positioning & Communications College

Agenda

 
 

 

Sample Agenda for Open

 

Day 1:

  1. Pre-Production
    - Thinking About Advertising
    - Defining Really "Great" Advertising
  1. Building A Brand Through Power Positioning
    - Definition of Positioning
    - Essential Elements of Positioning
         -- Target/Group Needs
         -- Competitive Framework
         -- Benefit
         -- Reason-Why
         -- Brand Character
    - The Brand Positioning Statement (Case Study)

 

Day 2:

- The Brand Positioning Audit
-  The Brand Positioning Matrix
-  Power Positioning

  1. Managing Really Great Advertising
    - Creative Development
         -- Getting From Positioning to Creative
         -- The Communication Strategy
         -- The Creative Brief
  1. Fundamentals of Effective Advertising
    - Fundamentals
         -- The Campaign Idea
                  Definition
                  Ways to Dimensionalize
                  Advantages
                  Traits
                  How to Assess
         -- TVC Execution
                  Relation to the Campaign Idea
                  5-Format Types
                  How to Assess
         -- The Process
         -- Nite-Flight
                   Case Study (Team)
        

Day 3:

 

  1. More Fundamentals of Effective Advertising
    - Print Fundamentals
         -- Headlines
         -- Visuals
         -- Layout/Body Copy
         -- Exercise
  1. Processes - Relationships That Work
    - Nite-Flight Review
    - Client/Agency Relationship
         -- Skillful Means
         -- Essential Practices
  1. Post Production
    - Close - Further Practices for Skill Development
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