BRAND POSITIONING & THE CREATIVE BRIEF

How to make the critical brand positioning and strategic decisions that lead to powerful communications and market place results.

This hands-on one-day workshop uses a unique, step-by-step strategic process to help marketers develop ownable, competitive positionings, brand character definitions and creative briefs.

Seminar participants learn how to:

• Segment the market and define the target
• Probe deep into research to discover unique points of difference
• Write competitive, long-lasting positioning statements
• Develop focused alternative concepts for testing
• Define compelling brand character
• Develop leverageable creative insights
• Write focused, actionable briefs from which the agency can develop the most effective creative work
• Work with the agency during positioning and brief development
• Utilize the critical element most marketers fail to include