My lecture circuit for 2011 kicks off end February with the first of two workshops on brand positioning. Using the successful 2010 brand masterclass as a foundation, these workshops focus on brand positioning and strategy in volatile and evolving markets.
The new workshop spends more time looking at the use of scenarios as a basis for rapid adaptive strategy and the importance of an organization’s capacity to successfully position and manage a brand. The workshop also contains an updated methodology to develop and implement brand strategies (the brand review, brand strategy and brand marketing phases of the diagram above).
Key tools from the brand masterclass remain in the brand positioning workshop. These include using a strategy canvas to position a brand; the brand neighbourhood grid to track the movement of brands; the brand stratline; the customer-based brand equity pyramid; and the brand value creator.
I also cover the digital arena looking at trends such as the rise of online video, omnipresence of mobile, augmented reality, transmotion and constructed contextualization among other things.
The Johannesburg workshop runs 23 - 24 February and the Cape Town workshop runs 22 - 23 March. If you are interested in attending please contact Magdeline Matlatse at +27 (0)11 880 8540 or email@example.com.