"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