1:00PM - 3:30PM ET Online Training

Brand Positioning: Targeting & Positioning

Members: $140

Non-Members: $295

Members and Chartered Marketers* preferred pricing will be automatically applied. *Must be in good standing.

CPD CREDITS Earn 1.25 CPD
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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: Targeting & Positioning, 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.

  • a repeatable 3-step brand positioning framework 
  • practical checklist, highlight on key focus areas 
  • insight on translating data into a ‘so what?’ 
  • insight from real case studies  
  • perspective on brand’s role within business  
  • review of time honoured methodologies, tools wrapped in real world perspective 

  • a repeatable 3-step brand positioning framework 
  • practical checklist, highlight on key focus areas 
  • insight on translating data into a ‘so what?’ 
  • insight from real case studies  
  • perspective on brand’s role within business  
  • review of time honoured methodologies, tools wrapped in real world perspective 

  • robust overview of the brand positioning journey 
  • the diagnostics first advantage 
  • targeting blueprint 
  • positioning; ingredients, frameworks, the ‘brand essence’ 
  • various supporting tools, methodologies 

Marianne McBean
Co-Founder & Chief Brand, House of Brand

In terms of business, Marianne is brand, all brand and nothing but brand. With 30 years of brand experience under her belt, m.a. started in advertising as a strategic agency partner on global brands from P&G, ConAgra, Molson, HSBC and others.  After more than a decade, her journey included a pivot toward brand consulting direct with brand owners; from early start-ups to ambitious scale-ups, mature brands ready for a refresh. Brave pioneers forging a new path, feisty challengers angling to win, leaders fixed to hold their ground. Collaborating with senior leadership to sharpen brand strategy, level-up a consumer-centric brand powered eco-system and occasionally mentor university students on the business of brand, market research and real world brand strategy initiatives.

Having witnessed positive results herself across a range of categories, products and services - B2C and B2B - m.a. has long believed a strategic brand well managed truly is the ultimate business superpower. Mission critical for any business motivated by outperformance in market, sustainable growth, price resilience. But formidable brands don’t happen by accident. And m.a is all about the art & science that governs formidable - irreplaceable - brands. Strategic, targeted, measurable brands that not only show up but ‘play to win’ (credit: Roger Martin)

Cancellation or transfer of registration must be received by e-mail to learning@thecma.ca no later than ten (10) business days prior to the date of the training to receive a full refund. No refunds will be given for cancellations made less than ten (10) business days prior to the training date. If you registered for a training but are unable to attend, substitutions* are welcome any time prior to the original registration training date at no extra cost.

*Substitutions refer to the transfer of a registration from one individual to a colleague

speaker

Marianne McBean

Co-Founder & Chief Brand

House of Brand

Major Sponsors

  • CIBC-800x450
  • lg2
  • Microsoft-2023