Brand Strategy, Distilled

Who it's for

Advertising and marketing practitioners who don't just deliver campaigns, but shape the brand strategy behind them - especially those with limited formal strategy training.

What you'll be able to do

1. 01

   Clarify the client brief Break down a brief to find the goal, spot what's missing and ask the questions that give the work a clearer start.

2. 02

   See the full picture Examine audience, brand, market and competitors systematically to find opportunities others missed.

3. 03

   Uncover the audience opportunity Look past who people are to what they want, what's in their way, and where the brand can make a difference.

4. 04

   Define a credible brand role Test possible roles against audience needs and what the brand can credibly claim.

5. 05

   Distil a clear strategic POV Bring it together into a focused direction for creative work that you can explain and defend.

The day

1. 01Module 1: The Importance of Brand in a Fragmented Media World
2. 02Module 2: The 4Cs - Define Your Playground
3. 03Module 3: Built to Serve - Audience Needs & Motivations
4. 04Module 4: Right to Play - Deciding What Your Brand Can Credibly Own
5. 05Module 5: Inspiring Action - Bringing it All Together

Your trainer

Alex Goh - Brand Strategist, Certified Trainer and Coach. 20+ years across creative agencies, media agencies, client-side marketing and platforms.