This area will teach on the various aspects of creating a brand — one that will set you apart from your competition, finding your relative strength, and positioning your brand. For a convenient, printed version, click this link.
Market Strategy and Brand Position
- Week 1
- Overview, discussion of the principals of marketing, and building strong brands.
- Strategic marketing for your brand: What make you valuable?
- Market positioning: Finding and targeting your most lucrative brand segment.
- Week 2
- Positioning Statement: Positioning your brand in a few short words, relative to your competition.
- Finding your brand mantra, the “heart and soul of your brand.
- Connecting experience to your brand: Creating brand loyalty.
Customer Decision Making and the Role of Brand
- Week 3:
- Understanding the shopping experience from the customer point of view. Positioning yourself to be in their minds when at the point of making a buying decision.
- Buying “triggers,” providing variety but not choice overload, and connecting the online-offline buying experience.
- The purchase state: Selection and conversion-to-sale, pricing and other enticements.
- Post-purchase satisfaction, social media and what makes for viral sharing.
Effective Brand Communications Strategies and Repositioning Strategies
- Week 4:
- Conveying brand message, and the customer perception of your brand.
- Strong and persuasive brand elements; choosing a good brand name.
- Week 5:
- The various elements of a brand, and making it work together.The choice of colors; the basics of good taglines, and packaging.
- Repositioning a brand: When is it necessary, and how is it done?
The Importance and Art of Client-centered Focus
This area will teach client-centric focus — that coming shift from product-centric focus to customer-centric focus.
The Limits of Product-centric Thinking
- Week 6:
- What is product-centric focus? –And some of the cracks in this traditional pursuit.
- Moving from product-centric to customer-centric focus, and the critical importance of this as we move into the future.
- Data-driven business, and the increasing importance of this.
Opportunity and Challenges of Customer Centricity
- Week 7:
- Understanding customer centricity, and celebrating the different customer groups.
- Selecting the specific customers that should be focused on, and maximizing value to the company.
- Should your company even pursue a customer-centric approach?
Can Customer Centricity Be Profitable?
- Week 8:
- The data of customer-centricity –Show me the money!
- “How to” on cross-selling and upselling; increasing frequency, and premium pricing. Referrals.
- Customer acquisition, development, and retention — where should you spend your next dollar, and why?
- Discussion of “customer lifetime value”: what it is, how to select for it, and how to measure it.
Go to Market Strategies
This area encompasses the internet; the various aspects of marketing, and creating an Internet-based business.
Omni Channel Strategy and Online-Offline Interaction
- Week 9:
- Go to market strategies, and introduction. What would be your next “hot” product. And four unstoppable market trends.
- The specific benefits of the online world; search and geographic friction, and goods and information.
- Online/offline competition and why offline is still important.
- Week 10:
- The world of selection, and what makes for strong Internet sales — the Long Tail.
- How Internet retailing startups grow, and how influence spreads.
- When and how to compete with offline stores: The concept of preference isolation.
How to Find Lead Users and Facilitate Influence and Contagion
- Week 11:
- The differences in digital marketing: goals, tactics, and the things to avoid. How to attract and retain digital customers.
- Reputation and Reviews.
- Product life cycles: Who buys what, and when.
- Week 12:
- More on how information spreads. And the power — and limits — of your influence.
- Digital spread: Targeting neighborhoods; how influence spreads.
- Referrals and contagion.
Targeting and Messaging, Pricing to Value, Customer Access, and Distribution
- Week 13:
- Pricing and price setting: Sensitivity and competitor issues.
- Pricing strategies: What makes price sensitivity vulnerable, and what works to isolate it.
- Distribution strategies for the flow of information and goods.
- Week 14:
- Challenges and conflice between the online-offline marketplace. When they will shop in a store and purchase from you — and vice-versa. And which shopping categories are most vulnerable.
- Trends in media spending: TV, digital, print, radio, outdoor advertising, others.
- Summation: Markets, Message, Mission, Message design, Media strategy, Money, and Measurement.
- Conclusion and wrap-up.