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Learn How to Build Your Brand

Performance Brand Building is a 100% consumer centric approach to creating real sustainable organic growth by identifying and applying insights to unlock growth. 

Consumers and customers have a vast selection of products and brands to choose from, and this is increasing every day.  The only way to win their long term support and loyalty is to give your brand a stronger appeal than that of the competitors, to anticipate your consumers' needs and exceed their expectations.


Gencher Insights' Performance Brand Building does just that.  It is an in-depth, consumer insight focused program that is broken into four (4) courses, covering everything that a brand manager / owner needs to know and do, to consistently deliver superior, well-communicated, motivating and distinctive brand / business plans, that will drive growth.


Performance Brand Building courses are available live, on video, for individuals or groups.

Live Training

On-line or in Person

The full Performance Brand Building Course is a four and half day, fully interactive training experience.  It takes your team through a series of modules that combine education and exercises, providing your team with the immediate opportunity to apply what they have learned.


For pricing or customized training, please contact us today.

Contact Us

Courses / Modules

1. Understanding your consumer (customer)

1. Understanding your consumer (customer)

1. Understanding your consumer (customer)

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 

2. Brand Development

1. Understanding your consumer (customer)

1. Understanding your consumer (customer)


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.

3. Strategic Business / Marketing Planning

3. Strategic Business / Marketing Planning

3. Strategic Business / Marketing Planning

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.

4. Implementation / Working with Agencies

3. Strategic Business / Marketing Planning

3. Strategic Business / Marketing Planning

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.

On-Line Video Courses and Bundles Summary

On-line courses come with downloadable toolkit and e-mail support 

(max. 2 e-mails per module). We will do our best to respond to your questions within 24 hours (with potential delays for e-mails over weekends).


The Performance Brand Building PLUS bundle comes with 3 hours (cumulative) of live, one-on-one, support  for course question and clarification or consultation.

Video Pricing and Order

Canadian Pricing and Order Form
US Pricing and Order Form

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