Agenda Information

Brand Innovation Breakthrough
Workshop Agenda

PRE-SESSION

We will discuss your specific brand challenges in order to select a brand challenge for the workshop. By using one of your marketing requirements, we can better demonstrate the methodology and techniques. We also create a three-minute pre-session activity for your participants.

SESSION

· Introductions
A short overview of the day and introduction of the presenters and your team.

· Review of your brand development challenges
In advance of the workshop, we would review your challenges so that our workshop can speak to your needs. We would summarize this for all the attendees.

· Where does Strategic Brand Innovation fit in to your business?
We outline our basic approach and unique perspectives that open the doors for innovation.

· Definition of Needs Assessment and Brand Equity Provide Hazelton model to evaluate the functional and soft, non-functional brand equity attributes and customer needs. We do a demonstration with the selected brand and provide worksheets.

· Tools to uncover hidden consumer needs
We follow an "ethnographic lab" approach of getting deep into consumers' minds and hearts.

Our process outlines tools to uncover hidden customer needs - both functional and non-functional.

We will share specific techniques that marketers can do themselves to truly get the "feel" of customers.

We use your selected brand challenge with participants as consumers to experience how hidden needs can be uncovered.

· Consumer-driven innovation
Tips on using creative problem solving to create new ways to differentiate existing brands or creating new products.

· Structure insight into action - a new brand solution Using Hazelton's PositioningPyramid™ method, along with other techniques, new brand solutions are structured. Your brand challenge will be the test case.

WORKSHOP LEARNING

A detailed process for consumer-centric brand innovation
Techniques to uncover hidden consumer needs, especially soft, non-functional ones
Methods for isolating brand equity strengths
Techniques to structure insight into actions
Worksheets to use in future projects on your brand
Case histories that provide "real world" examples

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