Brand architecture and positioning choices

Name: Brand architecture and positioning choices
Price: € 2.500 excl. VAT

Tailored Strategy

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Who is it for?

This training is ideal for:

Marketing and communication managers
Business owners and directors
HR and employer-branding officers
Organisations with multiple brands, services or entities

No prior knowledge required. Just the willingness to think strategically about brand structure and positioning.

Context

Many organisations grow historically and organically. New services, sub-brands, entities or activities keep emerging alongside each other without a clear structure. This fragments communication, sparks internal debates about positioning and makes customers lose the overview.

In this training, participants learn how to strategically understand, analyse and structure brand architecture in organisations with multiple brands, services or entities. The focus is on making well-founded choices around recognisability, positioning, communication, employer branding and growth.

Approach

Intake beforehand: mapping out the current brand structure, positioning and challenges
Interactive training with practical examples, exercises and reflection
Working from the participants’ own organisational context
Digital templates, models and training documents as reference material
Training certificate provided; the training qualifies for the SME portfolio (theme: Business strategy)

What can you expect?

Understanding brand architecture

What is brand architecture and why does it matter?
Recognising different brand structures
Understanding the relationship between main brand and sub-brands

Analysing brand models

Comparing branded house, endorsed brands and house of brands
Analysing tensions between brands and services
Assessing scenarios on communication and growth

Substantiating strategic choices

Making brand choices discussable within the organisation
Assessing impact on employer branding and positioning
Translating insights into workable guidelines

What will you take away?

After the training, participants have:

Insight into different forms of brand architecture and their impact on communication and positioning
A method to compare brand models and make well-founded choices in their own organisational context
Concrete handles to strategically apply brand architecture in communication, employer branding and growth

Meet the speaker

Wouter Mille

Strategic marketeer

Wouter Mille is a strategic marketer who helps organisations make sharper choices in brand, audience and market. He brings structure to complex questions and translates insights into clear positioning that gives direction to communication, offering and growth.

As a trainer he focuses on building a strong strategic foundation: from analysis and audience definition to positioning and concrete translation. His approach is down-to-earth and structured, with great attention to applicability. No theory for theory’s sake, but frameworks and ways of thinking that participants can use straight away in their own context.

From his role at Comma, Wouter always safeguards the link between strategy and execution: strong brands, he believes, arise from well-considered choices that are consistently carried through into branding, communication and commercial actions.