Navigator/Workshops

 

 

Brand Development Network International offers the following:

 

 Brand Positioning Development Navigator

 

The highlight is a 2-day workshop designed to develop a brand positioning (or options) for new products, repositioning of existing brands, global positionings, etc. It covers the essential elements of brand positioning (Target Audience-Need, Competitive Framework, Benefit, Reason-Why and Brand Character). The outputs are more competitive brand positionings that balance the company’s product/brand with unfulfilled customer needs within the context of the company’s capabilities and the competitive environment.

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This consists of a 2-day workshop to develop an actionable, single-minded Creative Brief capable of leading to high impact communications. The core elements of the Creative Brief are: Marketing Objective, Assignment, Customer Insight, Communications Strategy (i.e., Target Audience, Benefit/Belief, and Reason-Why support for the Benefit), Brand Character, Legal/Regulatory Mandates and client/agency approval). We use our Creative Brief Scorecard to help create and ensure a meaningful Creative Brief.

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This is a 2- to 3-day workshop designed to clarify objectives and strategies for key market drivers following the development of a brand positioning strategy. However, this doesn’t stop there. Instead it includes the generation of specific marketing initiatives/programs that deliver on strategy to achieve key objectives in the marketplace to grow brand sales and health. This is an ideal follow-up to the Brand Positioning Development Navigator. It is also ideal for geographic regions/countries executing against a global positioning strategy.

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This is a 1- to 2-day work session (depending upon the number of brands reviewed). The objectives of the Summit are to renew learnings from, and gain experience using principles and practices of, the Strategic Positioning & Marketing Communication College program and utilize the collective wisdom of the brand marketing team to: a) strengthen Brand Positioning Strategy Statements; b) and identify options for testing through marketing research against the target customer audience; and c) review marketing communications to ensure achievement of Power Positioning and compelling messaging. The Summit assists in institutionalizing best practices for the development of brand positioning and leadership communications for the organization in creating brand loyalty.

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Rapid Returns New Product Concept Development

The trouble with new product development is that it takes too long. This is exacerbated by a late start. It seems new products aren’t ready when we need them to work in the marketplace. That’s why we created Rapid Returns. The highlight is a 2- to 3-day ideation session with the core brand new products’ team (and select creative outsiders) in which a separate creative team (consisting of copy writers and art directors) concurrently create illustrated, fully developed concepts for new product ideas. The output from the workshop is research ready concepts. BDNI has an arrangement with marketing research suppliers who can get projectable quantitative feedback results within 2-weeks. The result is better ideas faster!

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The highlight is a 2-day workshop designed to develop a brand positioning (or options) for new products, repositioning of existing brands, global positionings, portfolio positionings, etc. It covers the essential elements of brand positioning (Target-Group Need, Competitive Framework, Benefit, Reason-Why and Brand Character). The outputs are more competitive brand positionings that balance the company’s product/brand with unfulfilled customer needs within the context of the company’s capabilities and the competitive environment.

Learn More

 


 

 

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