Monday, September 15, 2014

What Brand Managers Need to Know

Companies often ask us to deliver brand management training to their marketing employees. As I am developing yet another comprehensive brand management and marketing training session for a company, I thought I would share what I believe needs to be included in that comprehensive training. Brand managers need to know:

  • Different approaches to market segmentation
  • What factors drive customers to insist upon certain brands
  • The primary drivers of human behavior
  • How to gain deep customer insight
  • The most useful brand, marketing and advertising research techniques
  • How to conduct qualitative research that uncovers customer attitudes, values, hopes, fears and desires
  • How to measure brand equity
  • The most important brand metrics
  • How to interpret and use retail sales performance data
  • How to create a brand positioning statement
  • The most successful brand positioning approaches
  • How to reframe product categories
  • How to create “category-of-one” brands
  • Strategies to differentiate commodities
  • How to craft compelling brand stories
  • How to evoke an emotional customer response to the brand
  • The key elements of a strong brand identity system
  • Brand naming strategies
  • How to write a compelling brand tagline
  • How to write a compelling brand “elevator speech”
  • How to create optimal brand architecture
  • The most powerful pricing strategies and tactics
  • The most powerful distribution strategies
  • What should be included in a comprehensive brand plan
  • How to get the best work out of your marketing agencies
  • How to create a strong creative brief
  • How to develop an advertising campaign
  • The key elements of an integrated marketing plan
  • The strengths and weaknesses of each media type
  • How to build brands through word-of-mouth
  • How to build brands through proactive publicity
  • How to build brands online
  • How to merchandise and market brands at retail
  • How to anticipate and create strategies to address competitive response
  • How to align the organization in support of the brand
  • How to increase customer loyalty
  • How to transform loyal customers into brand champions
  • How to identify, screen and develop successful new products
  • What is required to launch a new brand
  • How to significantly increase the probability of success of a brand extension
  • Brand crisis response and management
  • How to manage brands across national borders
  • How to build global power brands

I hope this helps you to identify the gaps in your organization’s brand management and marketing skill sets and training.

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