Your brand is one of your most valuable assets. It’s born and lives in the hearts and minds of your customers. But if your brand is misaligned or unpredictable—like a wild horse—it’ll wreak havoc.
This workshop is about taming that wild horse. Learn how to make your brand wrap around your product, stand out in a crowded market, stay relevant, and create something sustainable that customers can’t ignore.
Three lines
A framework that shows how the intangible nature of a brand can unlock significant value for both shareholders and stakeholders.
Three segments
How to evaluate every brand-consumer interaction, providing insights into the pre-purchase, purchase, and post-purchase experience.
Three hurdles
How to evaluate strategic decisions: ensuring they are differentiated, relevant, and sustainable. Do you have them? Can you own them?
Expected Outcome
Connect your product with your brand.
Identify the core belief at the heart of your brand.
Discover traits that differentiate you from competitors.
Get to know your [future] customers. Understand the market you [are about to] play in. Learn to translate the value you create into benefits your customers will want to pay for.
Customer Segments
[Re]evaluate your customers by mapping their needs and expectations with the value and benefits your product can deliver. Spoiler alert: Your customer persona dies in this episode.
Enter product marketing
This function will become the voice of your products and services to the market, as well as your eyes and ears. It is supercharged by your Brand and Marketing strategy.
Introduction to positioning
Learn how to position your product to lead in delivering what a specific customer segment values most, setting accurate expectations and achieving clear differentiation.
Expected Outcome
The connection between your product, brand and your customer needs will be come visible.
A clearer understanding of customer segments and how your product meets their needs.
An improved go-to-market strategy that highlights your product’s unique value.
A better ability to compete by focusing on your product’s strengths and customer needs.
Get to know your [future] customers. Understand the market you [are about to] play in. Learn to translate the value you create into benefits your customers will want to pay for.
Customer Segments
[Re]evaluate your customers by mapping their needs and expectations with the value and benefits your product can deliver. Spoiler alert: Your customer persona dies in this episode.
Enter product marketing
This function will become the voice of your products and services to the market, as well as your eyes and ears. It is supercharged by your Brand and Marketing strategy.
Introduction to positioning
Learn how to position your product to lead in delivering what a specific customer segment values most, setting accurate expectations and achieving clear differentiation.
Expected Outcome
The connection between your product, brand and your customer needs will be come visible.
A clearer understanding of customer segments and how your product meets their needs.
An improved go-to-market strategy that highlights your product’s unique value.
A better ability to compete by focusing on your product’s strengths and customer needs.