Building Brands Foundations 3 - Building a brand strategy and marketing plan

"Fail to plan, plan to fail" 

This masterclass will walk you through the key steps of developing a brand strategy and marketing plan. From understanding the market, retail environment and competitive set through to making the hard choices about what you must do Vs could do, this is an important step that will inform all elements of the brand mix to optimise mental and physical availability. 

This content is suitable for brand managers and small business owners.

Topics Covered:

• Issues and Opportunities - setting the context of category, competitor, company, channel, customer and shopper
• Must Win Battles (MWB) - prioritise the 3 year strategic imperatives to deliver growth objectives
• Objective Setting - SMART business and marketing objectives
• Jobs To Be Done (JTBD) - focus the next 12 - 18 months with targeted work streams to unlock each MWB. 

• Know what and how to assess the key factors of influence to identify and prioritise issues and opportunities
• Develop and prioritise long term must win battles linked to smart objectives
• Build Jobs to be done using the Get - To - By Framework.

Facilitator

Lisa Rees-Allen
Principal, Wheelhouse Strategic Consulting

Lisa Rees-Allen is a seasoned executive who has worked with brand owners across markets, industries, and categories to unlock profitable, sustainable growth through brands. She believes brands are the heartbeat of a business, driving customer centricity across the organisation and connecting customers, shoppers, and retailers. She is passionate about raising awareness of brand building throughout the marketing and communication ecosystem across brand owners and their agency partners.

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Certified Practicing Marketers can register 16 CPD Points at this workshop