Innovation in planning

Alternative Brand Contact Planning
- Defining the Alternative Brand Contact
- Mindset dimensions
- Disruption and connections planning
- The planning model and process

The Brand Communications Analyses
- The Brand Communications Brief
- Levels of Situational Analyses
- Conducting Consumer Research
- SWOT and Identifying Key Issues

Brand Communication Objective Setting

Other Qualitative Models
Leveraging Audiences
Profiling Audiences

Day Two:

Brand Positioning, Statements and Mantras
Positioning - The Strategic Challenge and Intent
The Challenge
Levels of Involvement
Positioning levels
Sources of motivation

Positioning Statement and Mantra
The Strategic Process
Strategic Challenges

Brand Communications Tools in Practice
An overview on the tools: strategic objectives and tactics
Advertising
Direct Marketing
Personal selling
Sales promotions
Public Relations
Event Marketing and Management
Sponsorship
CSR strategy
Word of Mouth Marketing
Sales Promotions in Practice
CRM
Brand building on the web: On-line Planning


Location: Vega The Brand Communications School - Cape Town
Date: 08-09 May 2008
Cost: R4500 Per Delegate

For further information, please contact:

Contact: Janet Small
Company name: Vega The Brand Communications School
Telephone number: 021 425 7591
Email address: janet@vegaschool.com

Visit our PRESS OFFICE: "It's a new brand world." - Tom Peters. Vega, The Brand Communications School is a tertiary institution dedicated to graduating a new breed of brand communicators. Vega offers full-time, part-time and corporate training in the A - Z of building brands. The Vega school prides itself on delivering individuals whose expertise is to generate sustainable ideas that build businesses. Successful Vega graduates can move into many different fields, some of which include copywriting, creative direction, multi media, graphic design, product and brand management, strategic planning, account management and corporate communications.- more....