MINI-CAMP: Unlocking Brilliant Creative

Learn how world-class Marketers lead agencies, craft winning Creative Briefs and evaluate work to launch brilliant work into the marketplace. Through a series of targeted modules from our full Brand Management Boot Camp, we will teach you the keys to success, direct from the leaders of some of the world's most famous brands. 

MODULE DESCRIPTIONS

        TARGETING & POSITIONING STRATEGY

For any business owner, identifying a clear target and building your positioning strategy is one of the most important factors in plotting your way to success. Our Targeting & Positioning Strategy module is designed to teach you the real-life principles that Brand Managers follow at top organizations today. You will learn how to establish a connection with the consumer, through five critical steps: the Category Definition, Consumer Target, Human Insight, Key Benefit, and Reason to Believe. Once these are in place, the team can more easily craft a compelling Brand Positioning Statement. Each section provides an in-depth view of how to complete this strategy work the right way, whether your budget is large, small or zero.

        BUSINESS PLANNING

A career in Marketing can be chaos if you don't plan for success. Our Business Planning module is designed to help you learn how to build an effective annual plan. Here, you will learn about the different stages of Business Planning at a well-run company - and double-click into the 'Brand Plan' process, which most new Brand Managers find themselves immersed in very quickly. Because many companies don't teach their associates the right way to lead this process, our tools often help students and professionals at a wide range of career stages.

        WORLD-CLASS CREATIVE BRIEFS

Anyone can write a Creative Brief. The problem is, most marketers write bad briefs. They are too long, too unfocused and uninspiring for agencies. But it doesn't have to be this way! Our World-Class Creative Briefs module is designed to teach you how to write the BEST Briefs to truly inspire your agency, bring out their best and drive measurable business results. You will learn about the 12 most common elements of a good Creative Brief and how to write each of these sections in a succinct, clear and compelling way. We also teach you about the 6 most common pitfalls in a poorly written brief.

        CREATIVE DEVELOPMENT & PRODUCTION

In today's world, it's easy to blame an agency for your shortcomings. Our Creative Development & Production module is designed to teach you how to evaluate creative work the right way and to provide feedback that will guide your team to success. You will learn: - 8 types of agencies that brands work with in the industry today. - 5 best practices to an effective Creative Brief presentation. - 3 keys to evaluating creative - 10 tips to giving feedback that agencies wish more Brand Managers knew - 10 steps in the advertising production process