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Recognised by

BRAND LEARNING is a specialistconsultancy and the leading globalexperts in marketing capabilitydevelopment.

BRAND LEARNING works with over50 multinational companies across 60countries to transform the marketingcapabilities and commercialperformance of people, teams andorganisations across the world.

“BRAND LEARNING is aninspiring and engagingconsultancy – a real expertand specialist in its fieldof building marketingexcellence. We are proudto endorse the BRANDLEARNING AcademyTM

as a professional learningsolution that helps createtangible change.”

The BRAND LEARNING AcademyTM

offers an integrated, modular set ofleading-edge, yet affordable, ‘Ready-to-Go’, 1-day marketing learning solutionsto help build the practical knowledgeand essential skills of marketers.

The BRAND LEARNING AcademyTM

covers the key principles, tools andpractical tips needed to make atangible difference to the ‘on-the-job’performance of marketers.

Key Benefits

• Immediate application back at workto drive business results

• Maximum impact; minimal time awayfrom the office

• Access to global best practice andlatest thinking

• Excellent value for money with nodevelopment fees or time delays

• Expert and engaging BRAND LEARNINGfacilitators

Winners of The Marketing Society Marketing CapabilityAward for Excellence 2007, 2008 and 2009

Build Essential Marketing Skills

Hugh Burkitt, Chief Executive

Welcome to theBRAND LEARNING AcademyTM

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Academy

Participants from the followingorganisations have attended theBRAND LEARNING AcademyTM

“I've already seen a change inhow our teams look at digitalsince attending the BRANDLEARNING AcademyTM

workshop. There's much moreinfluence over what is beingproduced for their projectsand the confidence tochallenge an idea when theydon't feel it's the right use ofdigital for the brand.”

Contact the BRAND LEARNING AcademyTM Teamfor information on the Academy or for guidance on the appropriate level of the modules for your specific needs.

Email: academy@brandlearning.comWebsite: www.brandlearning.comTelephone: +44 (0)208 614 8150Cost: £500+VAT per delegate per 1-day workshop

Gareth Dix, Digital Activity Executive

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The BRAND LEARNING AcademyTM

is designed to ensure that busymarketers can start applying theirlearnings right away. It uses activeparticipation in an immersive learningenvironment.

The multi-sensory approach,combined with a variety of groupexercises means that everyone isactively engaged from the start.

There is also time to reflect on how to act on the learning and applicationback at work at key points in the day.

The workshop is supported by pre-workand a practical workbook to recordparticipant learnings and act as areminder of the key concepts, toolsand power questions introduced.

World Class Learning Experience

Expert and Interactive Facilitation

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Inspiring InsightsUnderstand the importance of consumer and customer insightsto a business and the role they play in providing springboardsto effective marketing strategy and activities.

What you will learn:

• What ‘insight’ covers i.e. having relevant customer/consumer information, being able to interpret dataand generating task speci�c insights.

• What information you need to manage brands andsources (covering digital data)

• Top-line trends in research to help you workmore effectively with insight teams

• Headlines from the world of behavioural economicsand implications for insight work

• How to generate, assess and apply task speci�cinsights

Key issues addressed:

• How to manage ever increasing amounts ofinformation and convert it into insight that addsvalue to your business and your customers

Key bene�ts:

• A practical understanding of insight and its rolein driving brand and business growth

• Tools and techniques to develop powerful insightto grow your brand and your organisation

Level: Foundation Duration: 1 day workshop Cost: £550 per delegate + VAT

Building BrandsUnderstand the impact strong brands have in driving demand-ledpro�table growth and the ways in which they can be developedin practice.

What you will learn:

• Why building strong brands is critical to longterm business success

• What makes a strong brand

• The key principles for building strong brands,including portfolio models, range architectureand brand positioning

• How to construct a brand positioning and knowhow to translate it into a consistent and involvingconsumer /customer experience

Key issues addressed:

• How to create strongly differentiated brandswhich deliver real commercial bene�ts

• How to keep brands fresh

• How to ensure a consistent consumer / customer experience

Key bene�ts:

• A practical understanding of how to develop strongbrands and the role they play in driving growth

• Tools and techniques which can be applied backin the workplace to develop your brand and ensurecustomers are at the heart of the business

Level: Foundation Duration: 1 day workshop Cost: TAV + etageled rep 0 55£

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Strategic PlanningUnderstand the key stages in marketing planning andthe methods needed to put the consumer and customerat the heart of the process.

What you will learn:

• What is within the marketing planning processand what world class planning looks like

• Why a solid situation analysis is the bedrockof effective planning

• How to define relevant marketing objectives andbrand strategies based on a robust SWOT analysis

• How to develop and prioritise marketing strategieswhich deliver business objectives

• What are the methods needed to put the consumer/ customer at the heart of the process

• How to develop effective and robust marketing plans

Key issues addressed:

• The importance of marketing planning in drivingdemand-led growth

• The value of time invested in marketing planning

Key benefits:

• A practical understanding of the marketingplanning process

• Tools and techniques which can be applied backin the workplace to help support the developmentof marketing plans in your business

Level: Foundation Duration: 1 day workshop Cost: £550 per delegate + VAT

Activity PlanningHow to use the different marketing levers that can bedeployed to translate marketing strategies into effective,practical action plans.

What you will learn:

• How to connect strategies with activities

• What key steps are required to build effectiveactivity plans

• How to open up the potential activitiesto deliver the strategies

• How to prioritise those activities which willmost effectively deliver the objectives

• How to set KPIs and track the deploymentof activities once in market

• How to build and evaluate an integratedand prioritised brand activity plan

Key issues addressed:

• How to select the right mix of marketing levers

• How to generate activities that are alignedto the strategies

• How to build in the right KPIs to track implementation

Key benefits:

• A practical understanding of how to translatemarketing strategies into effective activity plans

• Tools and techniques which can be appliedwhen developing activity plans in your business

Level: Foundation Duration: 1 day workshop Cost: £550 per delegate + VAT

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Integrated CommunicationsUnderstand the ways in which brand strategy, creative ideas and bothtraditional and non-traditional media channel planning combine toproduce effective integrated brand communication campaigns.

What you will learn:

• The difference between powerful and weakcommunications

• How to generate and identify powerful ideas

• How to develop consumer / customer drive channelplans that fit to the creative idea

• How to develop a truly integrated campaign, frombriefing through to implementation, for maximumeffectiveness and efficiency

• Be able to develop clear and inspiring campaignbriefs and judge the resulting agency creative

Key issues addressed:

• How to choose the right channels to engageand encourage interaction with consumers / customers

• The importance and value of fully integratedcampaigns in creating impact

Key benefits:

• A practical understanding of how to develop clearand inspiring campaign briefs and judge theresulting agency creative

• Tools and techniques which can be applied back inthe workplace to develop effective communicationsthat build your brand and business

Level: Foundation Duration: 1 day workshop Cost: £550 per delegate + VAT

Winning InnovationsUnderstand the different types of innovation and the ways inwhich organisations develop and commercialise new productsand propositions.

What you will learn:

• Why innovation is important and what itsrole is within a successful business

• The barriers and igniters which lead to winninginnovations

• The key elements of an innovation strategy

• The key steps to generating commercial successfrom innovation

• How to plan and develop successful productand proposition innovation

• How to generate creative new product and serviceideas and express them in compelling conceptstatements

Key issues addressed:

• How to maximise chances of success in innovation

Key benefits:

• A practical understanding of how to makeInnovation work for your business

• Tools and techniques which can be applied backin the workplace to help you plan, create, andcommercialise winning innovations

Level: Foundation Duration: 1 day workshop Cost: £550 per delegate + VAT

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“Good delegate participationand interaction. The facilitatorencouraged us to practise thelearned techniques which wasreally helpful.”

The BR AN D LEAR N IN G AcademyTM

is an in-house programme that canbe hosted at your offices or a venue of your choice. It is created to enable

marketing teams to participatetogether and establish common ways of working with a unifiedlanguage, standardised tools

and a consistent process.

Leading-edge content

Emma Choules,Marketing Specialist

Academy

Digital AccelerationExperience the evolving digital environment. Understand the mostpowerful drivers of digital marketing and how they can drive allaspects of your marketing programme – not just communications.

What you will learn:

• The changing face of the digital marketing environment

• How digital can enable multiple aspects of yourmarketing programme – not just communications

• The key principles behind the most critical digitalmarketing channels

Key issues addressed:

• How to leverage the key digital channels to improveinsight, brand development, innovation, communicationand the customer experience

Key benefits:

• A broad understanding of digital marketing

• Practical tools that you can learn and applyimmediately

• Best practice examples and case studies

• An interactive look at the most critical digital levers:SEM / Websites / Communications / Mobile and Social Media

Level: Foundation Duration: 1 day workshop Cost: £550 per delegate + VAT

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Specialists and Leading Global Experts in Transforming Marketing Capabilities

For further information contact us on +44 (0)208 614 8150

Burgoine Quay,8 Lower Teddington Road,

Hampton Wick,Kingston Upon Thames,

KT1 4ER, UK

www.brandlearning.com

Faculty Partners