The format of the workshop is a fast-paced, interactive presentation with management discussion designed to demonstrate 1) how minor flaws in brand strategy and execution can cause a brand to implode, and 2) effective risk-mitigation strategies to ensure the organization doesn’t succumb to common brand strategy and execution failures. Prior to the workshop, participants are invited to take part in an online “Brand Vulnerability Assessment,” which identifies the organization’s major areas of risk. The results of this assessment are used to focus and prioritize the workshop agenda, so that the organization’s most-important issues are effectively addressed.

At the conclusion of the workshop, the management team will have a firm understanding of the 5 Biggest Reasons Why Brands Fail, consensus on which represent the greatest cause for concern, and an action plan that will enhance the organization’s current brand strategy program. The workshop is designed so that you can move straight into implementation the very next day.

1. Insight into the most common reasons why brands fail.
2. An understanding of the organization’s current brand vulnerabilities.
3. Branding best practices that will elevate and strengthen the organization’s brand strategy and execution initiatives.
4. 20 strategies to prevent the five most common brand strategy and execution failures from occurring.
5. 19 guiding principles for developing sustainable and impervious brands.
6. How to build a sustainable brand by first focusing on the cultural aspects of your organization’s operations.
7. How to align mission, vision, and brand to maximize the impact of each.

1. AYour Brand is Your Trust Mark
2. Our Philosophy On Branding
3. Some Terminology Before We Begin
4. Failure #1: Leadership
5. Alignment of the Heart
6. Overcoming Failures of Leadership
7. Failure #2: False Promises
8. Alignment of the Feet
9. Overcoming Failures of False Promises
10. Failure #3: Mission
11. Alignment of the Brain
12. Overcoming Failures of Mission
13. Failure #4: Management
14. Alignment of the Organization
15. Overcoming Failures of Management
16. Failure #5: Advertising
17. Alignment of Communications
18. Overcoming Failures of Advertising
19. The Secret Sauce
20. A Word About Brand Strength
21. It’s All About the Brand Experience

Our workshop trainers and coaches are business executives with real and practical experience in a variety of industries. They include experts in management operations, quality and process improvement, business start-ups, marketing and branding, human resources, and more. This enables us to match you with a trainer and coach based on the needs and characteristics of your organization. We never compromise on the quality of your workshop and our ability to select a trainer and coach who is the best cultural match for your company ensures a dynamic and results-driven event.

Requirements

• A relaxed environment.
• Ability for participants to remove and set aside rank and hierarchy.
• Executive commitment to support an open and honest dialogue.
• LCD projector/screen.
• Standard audio jack for laptop computer.
• Wireless lavaliere microphone if size of room and audience requires it.

Fees

The fee for the workshop, which includes the online Brand Vulnerability Assessment, all prep work, and a post-workshop debriefing with executive management is $5,000. Normal and customary travel expenses, to be pre-approved by the client, are billed separately. A two-hour seminar version that excludes the assessment and post-workshop debriefing is $3,000.