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Welcome to the
BRAND LEARNING Academy
BRAND LEARNING is a specialist consultancy and the leading global experts in marketing capability development. BRAND LEARNING works with over 50 multinational companies across 60 countries to transform the marketing capabilities and commercial performance of people, teams and organisations across the world.
“BRAND LEARNING is an inspiring and engaging consultancy – a real expert and specialist in its field of building marketing excellence. We are proud to endorse the BRAND LEARNING AcademyTM as a professional learning solution that helps create tangible change.” Hugh Burkitt, Chief Executive
Winners of The Marketing Society Marketing Capability Award for Excellence 2007, 2008 and 2009 The BRAND LEARNING AcademyTM offers an integrated, modular set of leading-edge, yet affordable, ‘Ready-toGo’, 1-day marketing learning solutions to help build the practical knowledge and essential skills of marketers.
The BRAND LEARNING AcademyTM covers the key principles, tools and practical tips needed to make a tangible difference to the ‘on-the-job’ performance of marketers.
Key Benefits • Immediate application back at work to drive business results • Maximum impact; minimal time away from the office • Access to global best practice and latest thinking • Excellent value for money with no development fees or time delays
Build Essential Marketing Skills 1
• Expert and engaging BRAND LEARNING facilitators
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World Class Learning Experience The BRAND LEARNING AcademyTM is designed to ensure that busy marketers can start applying their learnings right away. It uses active participation in an immersive learning environment.
The workshop is supported by pre-work and a practical workbook to record participant learnings and act as a reminder of the key concepts, tools and power questions introduced.
The multi-sensory approach, combined with a variety of group exercises means that everyone is actively engaged from the start. There is also time to reflect on how to act on the learning and application back at work at key points in the day.
Participants from the following organisations have attended the BRAND LEARNING AcademyTM
Expert and Interactive Facilitation
“I've already seen a change in how our teams look at digital since attending the BRAND LEARNING AcademyTM workshop. There's much more influence over what is being produced for their projects and the confidence to challenge an idea when they don't feel it's the right use of digital for the brand.” Gareth Dix, Digital Activity Executive
Contact the BRAND LEARNING AcademyTM Team for information on the Academy or for guidance on the appropriate level of the modules for your specific needs. Email: academy@brandlearning.com Website: www.brandlearning.com Telephone: +44 (0)208 614 8150 Cost: £500+VAT per delegate per 1-day workshop
Academy 2
Level: Foundation Duration: 1 day workshop Cost: £550 per delegate + VAT
Inspiring Insights Understand the importance of consumer and customer insights to a business and the role they play in providing springboards to effective marketing strategy and activities.
What you will learn:
Key issues addressed:
• What ‘insight’ covers i.e. having relevant customer/ consumer information, being able to interpret data and generating task specific insights.
• How to manage ever increasing amounts of information and convert it into insight that adds value to your business and your customers
• What information you need to manage brands and sources (covering digital data)
Key benefits:
• Top-line trends in research to help you work more effectively with insight teams • Headlines from the world of behavioural economics and implications for insight work
• A practical understanding of insight and its role in driving brand and business growth • Tools and techniques to develop powerful insight to grow your brand and your organisation
• How to generate, assess and apply task specific insights
Level: Foundation Duration: 1 day workshop Cost: £550 per delegate + VAT
Building Brands Understand the impact strong brands have in driving demand-led profitable growth and the ways in which they can be developed in practice.
What you will learn:
Key issues addressed:
• Why building strong brands is critical to long term business success
• How to create strongly differentiated brands which deliver real commercial benefits
• What makes a strong brand
• How to keep brands fresh
• The key principles for building strong brands, including portfolio models, range architecture and brand positioning
• How to ensure a consistent consumer / customer experience
• How to construct a brand positioning and know how to translate it into a consistent and involving consumer /customer experience
Key benefits: • A practical understanding of how to develop strong brands and the role they play in driving growth • Tools and techniques which can be applied back in the workplace to develop your brand and ensure customers are at the heart of the business
3
Level: Foundation Duration: 1 day workshop Cost: £550 per delegate + VAT
Strategic Planning Understand the key stages in marketing planning and the methods needed to put the consumer and customer at the heart of the process.
What you will learn:
Key issues addressed:
• What is within the marketing planning process and what world class planning looks like
• The importance of marketing planning in driving demand-led growth
• Why a solid situation analysis is the bedrock of effective planning
• The value of time invested in marketing planning
• How to define relevant marketing objectives and brand strategies based on a robust SWOT analysis • How to develop and prioritise marketing strategies which deliver business objectives • What are the methods needed to put the consumer / customer at the heart of the process
Key benefits: • A practical understanding of the marketing planning process • Tools and techniques which can be applied back in the workplace to help support the development of marketing plans in your business
• How to develop effective and robust marketing plans
Level: Foundation Duration: 1 day workshop Cost: £550 per delegate + VAT
Activity Planning How to use the different marketing levers that can be deployed to translate marketing strategies into effective, practical action plans.
What you will learn:
Key issues addressed:
• How to connect strategies with activities
• How to select the right mix of marketing levers
• What key steps are required to build effective activity plans
• How to generate activities that are aligned to the strategies
• How to open up the potential activities to deliver the strategies
• How to build in the right KPIs to track implementation
• How to prioritise those activities which will most effectively deliver the objectives • How to set KPIs and track the deployment of activities once in market • How to build and evaluate an integrated and prioritised brand activity plan
Key benefits: • A practical understanding of how to translate marketing strategies into effective activity plans • Tools and techniques which can be applied when developing activity plans in your business
4
Level: Foundation Duration: 1 day workshop Cost: £550 per delegate + VAT
Winning Innovations Understand the different types of innovation and the ways in which organisations develop and commercialise new products and propositions.
What you will learn:
Key issues addressed:
• Why innovation is important and what its role is within a successful business
• How to maximise chances of success in innovation
• The barriers and igniters which lead to winning innovations • The key elements of an innovation strategy • The key steps to generating commercial success from innovation
Key benefits: • A practical understanding of how to make Innovation work for your business • Tools and techniques which can be applied back in the workplace to help you plan, create, and commercialise winning innovations
• How to plan and develop successful product and proposition innovation • How to generate creative new product and service ideas and express them in compelling concept statements Level: Foundation Duration: 1 day workshop Cost: £550 per delegate + VAT
Integrated Communications Understand the ways in which brand strategy, creative ideas and both traditional and non-traditional media channel planning combine to produce effective integrated brand communication campaigns.
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What you will learn:
Key issues addressed:
• The difference between powerful and weak communications
• How to choose the right channels to engage and encourage interaction with consumers / customers
• How to generate and identify powerful ideas
• The importance and value of fully integrated campaigns in creating impact
• How to develop consumer / customer drive channel plans that fit to the creative idea
Key benefits:
• How to develop a truly integrated campaign, from briefing through to implementation, for maximum effectiveness and efficiency
• A practical understanding of how to develop clear and inspiring campaign briefs and judge the resulting agency creative
• Be able to develop clear and inspiring campaign briefs and judge the resulting agency creative
• Tools and techniques which can be applied back in the workplace to develop effective communications that build your brand and business
Level: Foundation Duration: 1 day workshop Cost: £550 per delegate + VAT
Digital Acceleration Experience the evolving digital environment. Understand the most powerful drivers of digital marketing and how they can drive all aspects of your marketing programme – not just communications.
What you will learn:
Key benefits:
• The changing face of the digital marketing environment
• A broad understanding of digital marketing
• How digital can enable multiple aspects of your marketing programme – not just communications
• Practical tools that you can learn and apply immediately
• The key principles behind the most critical digital marketing channels
• Best practice examples and case studies
Key issues addressed: • How to leverage the key digital channels to improve insight, brand development, innovation, communication and the customer experience
• An interactive look at the most critical digital levers: SEM / Websites / Communications / Mobile and Social Media
Academy Leading-edge content
“Good delegate participation and interaction. The facilitator encouraged us to practise the learned techniques which was really helpful.”
The BR AN D LEAR N IN G AcademyTM is an in-house programme that can be hosted at your offices or a venue of your choice. It is created to enable marketing teams to participate together and establish common ways of working with a unified language, standardised tools and a consistent process.
Emma Choules, Marketing Specialist 6
Specialists and Leading Global Experts in Transforming Marketing Capabilities
Faculty Partners
For further information contact us on +44 (0)208 614 8150 Burgoine Quay, 8 Lower Teddington Road, Hampton Wick, Kingston Upon Thames, KT1 4ER, UK www.brandlearning.com
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