[GEC] BATCH II - International Workshop: Crafting an Effective Brand Positioning Strategy
Diselenggarakan oleh
Glints ExpertClass
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"We over-invested in digital advertising" - Simon Peel, Global Media Director, Adidas, 2019Like Adidas, many brands are increasingly realizing the mistake of over-spending on short term sales led digital advertising and performance marketing at the expense of long-term brand building.According to WARC Marketer's Toolkit Survey 2020, 70% of the marketers they spoke to agreed that they had over-invested in performance at the expense of brand, and 'short-termism' was identified as their number one industry issue.There is enough research & data suggesting that maintaining a healthy balance between long-term brand building and short-term sales tactics is crucial in creating successful brands.In a hyper fragmented media landscape, where we wake up almost every day to a new meme or a Tik Tok viral video, it's crucial that all the digital & social campaigns from a brand (across mediums & platforms) emerge from a culture & consumer relevant brand positioning strategy.In this workshop, you will learn how to build a meaningful & effective brand positioning strategy, which will become the springboard for everything the brand does in the short-term and long-term across platforms & mediums.“We have to simply get back to the foundational tenets of brand building...(focus) less on digital marketing as we know but more on doing real marketing in a highly digital world”– Seng Yee Lau, EVP, Chairman of Group Marketing & Global Branding, TencentWith Abhinit Agarwal, Regional Planning Director at Publicis Groupe, Singapore we will share some insights on:Session 1: Fundamentals Of Brand Positioning (30 mins)
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Why an apt & robust brand positioning is required even more in today’s world of digital/social.
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Key pillars of brand positioning strategy
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Framework to craft brand positioning
Session 2: A Framework To Arrive At Brand Positioning (45 mins)-
Deep dive into the brand positioning framework with award-winning and best-in-class case studies and examples
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The characteristics of a great brand positioning strategy
Session 3: Putting Brand Positioning Framework Into Practice (80 mins)-
Group Assignment Briefing
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Group Breakouts for Assignments
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Group Presentations
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Presentation/ Assignment Feedback
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Final Q&A
Notes: Please ensure to join the class using laptop/notebook for best experience of learning.What Will You Get?-
Full practical insights and skills from the Expert
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Practice session with evaluation
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Speaker's presentation material
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E-certificate
This Class is Suggested for:-
Anyone handling or intending to build a relevant, successful and impactful brand -
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Strategists & Planners (in any of the following domains – Brand, Digital, Social Media, Customer Experience, Comms Planning, Creative Strategy, Design, Media)
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Junior Strategists
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Senior Strategists
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Strategy Directors / Planning Directors
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Account Management in advertising agencies
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Account Managers
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Senior Account Managers
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Account Directors
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Senior Account Directors
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Marketing & Brand Professionals
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Assistant Brand Managers
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Brand Managers
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Marketing Managers
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Product Managers
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Business and Start-up owners
Syarat & Ketentuan
- Soundcheck will start at 12:55 (GMT+7).
- The class will start at 13:00 (GMT+7).
- Please provide us with your valid full name and email address. We will send the Zoom link through your registered email.
- This class will use English as its language.
- If you bought the bundle ticket, please inform your partner(s) email address to [email protected].
- You may contact our customer hero at [email protected] for further assistance.
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Regular Ticket1 ticket admits 1 person.
Berakhir 2022-02-05 10:00:00
400000EVENT ENDED
Bundle 2 Pax!1 ticket admits 2 persons. Please inform your partner's email to: [email protected]Berakhir 2022-02-02 23:00:00
500000EVENT ENDED
Early Bird Ticket1 ticket admits 1 person.Berakhir 2022-01-29 23:00:00
300000EVENT ENDED
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