$17 – $45

Workshop - Crafting an Effective Brand Positioning Strategy

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$17 – $45

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Learn all about how to craft an effective brand positioning strategy with our Expert, Abhinit Agarwal!

About this event

"We over-invested in digital advertising" - Simon Peel, Global Media Director, Adidas, 2019

Like Adidas, many brands are increasingly realizing the mistake of over-spending on short term sales led digital advertising and performance marketing at the expense of long-term brand building.

According to WARC Marketer's Toolkit Survey 2020, 70% of the marketers they spoke to agreed that they had over-invested in performance at the expense of brand, and 'short-termism' was identified as their number one industry issue.

There is enough research & data suggesting that maintaining a healthy balance between long-term brand building and short-term sales tactics is crucial in creating successful brands.

In a hyper fragmented media landscape, where we wake up almost every day to a new meme or a Tik Tok viral video, it's crucial that all the digital & social campaigns from a brand (across mediums & platforms) emerge from a culture & consumer relevant brand positioning strategy.

In this workshop, you will learn how to build a meaningful & effective brand positioning strategy, which will become the springboard for everything the brand does in short-term and long-term across platforms & mediums.

“We have to simply get back to the foundational tenets of brand building...(focus) less on digital marketing as we know but more on doing real marketing in a highly digital world” – Seng Yee Lau, EVP, Chairman of Group Marketing & Global Branding, Tencent

With Abhinit Agarwal, Regional Planning Director at Publicis Groupe, Singapore we will share some insights on:

Session 1: Fundamentals Of Brand Positioning (30 mins)

  • Why an apt & robust brand positioning is required even more in today’s world of digital/social
  • Key pillars of brand positioning strategy
  • Framework to craft brand positioning

Session 2: A Framework To Arrive At Brand Positioning (45 mins)

  • Deep dive into the brand positioning framework with award-winning and best-in-class case studies and examples
  • The characteristics of a great brand positioning strategy

Session 3: Putting Brand Positioning Framework Into Practice (80 mins)

  • Group Assignment Briefing
  • Group Breakouts for Assignments
  • Group Presentations
  • Presentation/ Assignment Feedback
  • Final Q&A

Notes: Please ensure to join the class using laptop/notebook for best experience of learning.

What Will You Get?

  • Full practical insights and skills from the Expert
  • Practice session with evaluation
  • Speaker's presentation material
  • E-certificate

This Class is Suggested for:

  • Anyone handling or intending to build a relevant, successful and impactful brand
  • Strategists & Planners (in any of the following domains – Brand, Digital, Social Media, Customer Experience, Comms Planning, Creative Strategy, Design, Media):
  1. Junior Strategists
  2. Senior Strategists
  3. Strategy Directors / Planning Directors
  • Account Management in advertising agencies:
  1. Account Managers
  2. Senior Account Managers
  3. Account Directors
  4. Senior Account Directors
  • Marketing & Brand Professionals:
  1. Assistant Brand Managers
  2. Brand Managers
  3. Marketing Managers
  4. Product Managers
  • Business and Start-up owners

TERMS AND CONDITIONS

  • This class will use English as its language
  • You may contact our customer hero at abdillah@glints.com for further assistance
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Date and time

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Eventbrite's fee is nonrefundable.

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Organizer Glints ExpertClass

Organizer of Workshop - Crafting an Effective Brand Positioning Strategy

Glints ExpertClass is a program by Glints to facilitate curious and eager young professionals to amplify their skill set. Here, Glints would like to present dynamic classes ranging from Marketing, HR, Data Analytics, Technology, and more. Participants will get practical knowledge and case studies directly from well-curated experts to apply in their fields of work.

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