Learn How to Build Your Brand

It starts with knowing your customer.  The more you know, the more effectively you can form an emotional connection and effectively communicate with them. This course is broken into three modules:

1. Consumer / Customer Segmentation; Understand and leverage the levels of brand loyalty, to focus on high-value consumers, increasing commitment and consumption.
2. Motivational Segmentation; Understand the six motivation stages to build an emotional connection, differentiate your brand and enhance portfolio planning.
3. Target Consumer / Customer Profile Development; Distill down all consumer data into a compressive summary of relevant information, ensuring the right message is delivered to the right consumers, at the right time, with the right vehicle 

A brand is the platform on which your business depends, it forms emotional connections with consumers, driving incremental benefits, value, sales, and margins. This course is broken into three modules:

1. Brand Essence; Capture all consumer perceptions and develop your brand DNA and personality to guide and manage the long-term health of your brand.
2. Insight Generation and Application; Identify deep consumer motivations and apply them to form a deep consumer bond and lock growth.
3. Key Brand Benefit / Brand Positioning;  Develop the single minded expression of the most compelling thing that your brand does for consumers to drive their desire to choose your brand.

The plan is your road map from where you are now to where you want to be.  A well thought and written plan maximizes the use of resources, minimizes risk, and enables success.  The Gencher Insight G.A.M.E. (Goal, Activity, Measurement, and Evaluation) process guides you through the development of effective plans. This course is broken into 9 modules:

1. Planning Process Overview; Understand the steps and how they create value.
2. Consumer Goals; Use consumer segmentation, attitudes and behavior to set challenging, achievable goals.
3. Insight Generation and Application; Learn how to apply insights and remove barriers to growth
4. Consumer/Customer Response Model; Understand how consumer process information and use it to build loyalty and consumption.
5. Issue Identification; Identify key issues and clearly express them, facilitating the achievement of the consumer goal.
6. Conversion and Consideration Drivers; Use insight generation to identify and plan the appropriate business driver to address various issues. 
7. Creating Value Through Pricing; Learn how pricing relates to marketing and how to assess your brand's perceived value and its ability to command a premium price.
8. Activity Goals and Discipline Selection; Identity the changes to consumer attitudes and behaviour needed to meet the goal and select the most relevant activity.
9. Writing the G.A.M.E. plan; Pull together the information and thinking into a clear, robust, actionable, and measurable plan.

Without execution, the best thinking and planning becomes nothing but an academic exercise, this course covers key elements to ensure excellence in execution. This course is broken into 4 modules: 

1. Working with Agencies; Learn to manage and motivate your agencies to inspire great work.
2. Activity Brief; Learn to produce great agency briefs; provide agencies with clarity to drive great results and set benchmarks and expectations for idea and execution evaluation.
3. Ideas and Execution (part 1); Learn to identify great ideas and understand the relationship between idea and execution to ensure the final deliverable remains true to the brief and the insight. 
4. Ideas and Execution (part 2); Learn to assess great ideas and capture a clear articulation of it, for great and consistent executions as the idea comes to life.