Brand Positioning: Diagnostic

Dare say ‘brand’ may be one of the most frequently used yet oft misunderstood concepts in the business world today; especially outside the walls of marketing.  And yet strategic brand clarity is precisely what every business needs - especially in the age of AI.  Thousands of global case studies point to a strategic brand well executed as mission critical to market outperformance, sustainable growth, price resilience. For some, the single most valuable intangible asset on the books. Brand savvy leadership understands the return on investment is real.  

Thankfully positioning a brand is not rocket science but it does have rules. And while the process may be time consuming, chaotic, demand sprints of mental fortitude, it can also prove exhilarating and rewarding. This two part series will explore the three fundamentals steps of the brand positioning journey:  

This Session: Diagnostics will focus on the breadth and depth of the intel gathering phase even before targeting, positioning begins. It will explore where to look for intel, insight, inspiration. Separating the signal from the noise. Distilling the magic. Uncovering the nuggets of intel that support the case for a bold brand move. 

Session #2 : Targeting & Positioning, which will take place on July 15, will focus on the journey of translating the fabulous intel gathered during diagnostics into brilliant targeting and positioning decisions. It will explore market segmentation, attitudinal targeting framework. Review the key elements of a consumer-centric brand positioning framework; And explore the art of connecting the two. 

Both sessions explore a range of real life case studies, various methodologies, common frameworks and tools along with interactive discussion. You’ll walk away with an appreciation of the ins and outs of the brand positioning journey. An appreciation of the scope but ultimately the simplicity of this time honour tradition. Not to mention, a chance to explore if the wild, messy, enigmatic strategy side of brand may be your happy place…or not!   

This session is designed for anyone keen to learn more about the strategy side of brand; an essential skill for senior leadership, brand management in any business (B2C and B2B).

Group rates: CMA offers special rates for groups of 6 or more. Please reach out to learning@thecma.ca to take advantage of group rates. Note: for group rates to apply, all registrations must be completed at the same time.