How to make the critical brand positioning and strategic decisions that lead to powerful communications and market place results.

This hands-on one-day workshop uses a unique, step-by-step strategic process to help marketers develop ownable, competitive positionings, brand character definitions and creative briefs.

Seminar participants learn how to:

  • Segment the market and define the target
  • Probe deep into research to discover unique points of difference
  • Write competitive, long-lasting positioning statements
  • Develop focused alternative concepts for testing
  • Define compelling brand character
  • Develop leverageable creative insights
  • Write focused, actionable briefs from which the agency can develop the most effective creative work
  • Work with the agency during positioning and brief development
  • Utilize the critical element most marketers fail to include