Our ability as marketers to take a fresh look at the abundance of
available data out there and turn this information into insightful and
compelling brand positioning platforms, value propositions, messaging
strategies or product concepts is one of the last sources of unfair
competitive advantage we can give our brands. Sure you can always
out-execute or outspend a competitor but without a strong and
arresting strategic idea, most media spent will be ineffective.
Unfortunately, this type of skills and know-how can only be acquired
through decades of actual experience. And most available “brand
positioning” training courses out there only focus on the basics,
the key frameworks and the 101s of brand positioning. They don’t
help participants develop the advanced skills required to actually
create outstanding and original strategic ideas. Until now.
First-The-Trousers is introducing the “The Craft of Outstanding
Brand Positioning Platforms” masterclass, a one-day training
session that will teach participants how to develop, craft and
recognize truly original, distinctive and yet always relevant
positioning platforms, messaging strategies and product concepts. What
participants can expect? 1. Participants will become familiar with the
26 universal positioning triggers identified through the analysis of
over 1200 case studies of effective marketing. These triggers are so
effective and powerful because they are rooted in the way people
think, feel, learn, do, choose, and behave. They include: The 10 ways
to “frame” a brand for more appeal The 9 sources of compelling
product and service truth The 7 Ways to create a connection with
consumers 2. Participants will also learn how to use and combine those
“triggers” to inspire and create truly unique and distinctive, yet
always relevant strategic ideas and positioning platforms. This type
of knowledge usually only comes with decades of successful marketing
experience and working on dozens if not hundreds of brands. 3.
Participants will learn how to uncover and identify fresh insights and
perspectives on how to position a brand by looking at the assignment
from every possible angle and by identifying every single positioning
option available to their brand. No other methodology provides this
type of rigor. 4. In the process, Participants will learn how to
overcome the natural mental biases we all have and that prevent us
from generating truly innovative and distinctive strategic ideas. 5.
Ultimately, participants will become more mentally agile, more
rigorous, more efficient and more creative -basically, better
strategic problem-solvers- in developing innovative strategic ideas
that can be applied to brand positioning platforms, new product
concepts, value propositions, and communication/messaging platforms.
6. Last but not least, the workshop focuses on interaction, group
exercises and fun rather than passive listening and "lecturing". A
unique, yet proven approach The foundation of the course is
the “Positioning-Roulette” methodology. Behind this playful name
is a very rigorous analysis of over 1200 case studies of effective
brand building which identified the 26 universal triggers to
successful brand positioning platforms. This methodology is already
being used through workshops and consulting engagements by companies
such as Siemens, Land O Lakes, Post Consumer Brands, Outlaw Energy
Drink, Angel’s Envy, etc. and by thousands of marketing
professionals around the world. The Positioning-Roulette method cards
have been a best-seller on Amazon for the last 4 years and are an
"Amazon Choice" product. Who is the class for? The masterclass is
ideal for everyone involved in the management of brands including
brand managers, strategists, consultants, market researchers, data
analysts, account people and communication experts (PR, design, etc.).
It doesn’t require any prior knowledge. The one day workshop will be
held in downtown Chicago either on Wednesday 9/18 or Thursday 9/19
(exact dates and location to be confirmed). The workshop will start
at 8:30 am and end at 5-ish pm. Lunch will be provided. We reserve
the right to cancel the workshop. In that case, the fee will be fully
refunded. What participants have said: Amongst participants of
previous training sessions by Ulli Appelbaum, 76.47% were "very
likely" to recommend the training while 23.53% very "likely" to
recommend it. Furthermore, 75% of previous participants rated the
quality of the information shared during the workshop as "excellent"
while 25% rated it as "good". FAQs What's the cancelation policy?
If a ticket is canceled one month prior to the workshop date, the fee
will be fully refunded. Between 4 and 2 weeks prior to the workshop,
we'll refund 50% or provide the option to attend a future training
session. No refund will be provided for cancellations within 2 weeks
of the workshop. However, the ticket is always transferable or can be
used for a future training session. Is my registration fee or ticket
transferrable? Yes, the ticket is transferable. Just let us know
before the workshop. Where will the workshop take place? The exact
location in downtown Chicago is still TBD and will depend on the final
number of participants. At what exact date will the workshop take
place? The exact date is still TBD and will depend on the number of
participants. We may also offer two days to choose from as we want to
keep the number of attendees per session small enough to allow for a
more fun and efficient learning experience. Can I just show up the day
of? Sorry, tickets must be purchased online and ahead of time.
How much does it cost? The regular price for a ticket will be $750
but we offer an early bird price of $550, so don't wait too long and
book your participation today.
culture
sports
77
Views
20/09/2019 Last update