Question

Topic: Branding

Animating A Brand Positioning Workshop

Posted by Anonymous on 5/9/2008 at 9:33 AM ET 250 Points
We will soon be running a brand positioning workshop to identify how to reposition two of our brands within a new global strategy.

We will be workshopping with reps from 5-7 key european markets, and I would like to make the day as interesting/animated as possible.

What tips and advice can you offer on format for the day and how to animate/moderate to avoid repetition and to stimulate interaction from those attending? We are aiming to establish global positioning statement, USP, key messages etc. as the basis for creating a new global communications campaign

Are there any useful tools you can suggest to assist, or exercises we can employ?
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by doubleb on 5/9/2008 at 10:55 AM Accepted
    Half of your day should be spent on clearly defining the objectives and criteria for the task at hand. You need to look at competitors in the same space and what they are doing. How do you stack up? Where do you fall short? Some statistical analysis is in order to get everyone on the same page.

    You need to clearly outline what makes your company value stronger, and unique. And you need to be fully aware of how your brand is currently perceived in the marketplace and who you need to reach in the next 3-5 years for company growth. Are these new markets? New product lines? How strong is your existing brand equity? Making sure everyone knows the answers to all these questions will help map out where you are in perspective to where you want to take the company.

    With these clearly defined you can start on the "fun" idea generating process.

    -- If your brand were a person, how would you describe his/her personality? This can give you unique adjectives and help put an emotional face on the brand.

    -- Break into smaller groups and try to collaborate on a positioning statement in as few words as possible. Ten share the group ideas with the entire team, choose favorites, combine and refine into one favorite.

    -- Consider looking at other well-known taglines as a warm-up. Have the facilitator read some past or current taglines and ask the team what company they represent. This will help solidify how a few words can be descriptive of a company. For example: Think (IBM); Think Differently (Apple). Often a "tagline" can be used as a campaign theme, above and beyond the more permanent global positioning statement.

    -- Don't forget that the key to opening up the imagination is having fun -- create an environment where there are NO wrong answers, where laughter and play are part of the process, and be sure you don't try to qualify and narrow down the options too soon!

    Hope this helps!

    --bb (doubleb)
  • Posted by Jay Hamilton-Roth on 5/9/2008 at 12:23 PM Member
    During the day, split the larger group into smaller groups, having them "compete" against each other. Sometimes larger groups stifle individuals, and the competitive atmosphere can bring the small groups "together" and build camaraderie.

    Start the day identifying clearly who your target is. Give them a name. Where are they located? What's their backstory? Create a full biography (real or imagined). Now, design the program around them. What would they need to know about you? How would they find you, etc.?

    Then introduce the SWOT analysis - showing how you realistically stack up and get input to find the "blue oceans" (https://www.blueoceanstrategy.com/)
  • Posted on 5/12/2008 at 4:38 AM Author
    Thank you all so much, your responses are really helpful and have inspired some excellent ideas.
    Much appreciated
    Katie
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Branding)