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More choices fill the competitive space. Category lines are blurred. Today’s brands face not only market pressures but also high social expectations.

Brand strategy may be centered in marketing but involves the entire organization in managing promises and performance. Situate your brand in a bigger picture with a brand management workshop experience customized for your team.

Based on Milo Paich’s executive MBA course in strategic brand management, this workshop can include segments on Defining a Brand, Integrating a Brand, Growing a Brand and Valuing a Brand.

Aspirations

Envision all the ways that your brand might fulfill the personal or business aspirations of its users. In that context ask: What and where does our brand aspire to be 5 or 10 years from now? What does our brand aspire to promise and deliver every day?

Boundaries

Boundaries should be strategic. A rugged sport shoe brand might or might not decide to extend itself as an urban fashion accessory. Boundaries also change with the times, e.g. Ferrari deciding to build an SUV.

Culture

Not only every customer contact, but every branded tweet and online post is a behavioral example of the culture that surrounds your brand. Is your brand behaving badly?

Design & Execution

In designing and executing the consumer/user experience, consider the brand’s range of promises and performance from the supply chain to sales and service interactions.

Milo Paich has served as an MBA prof leading Strategic Brand Management modules in executive MBA programs including Aalto EE in Finland and aSSIST in Korea.