The Brand Strategy Sprint

Module 2

The hard part about brand-building isn’t what to do; it’s what not to do. So before we dive into creating a strong brand identity, we’ll unpack two brand strategy frameworks: the clock model and three hurdles framework. Each framework provides a roadmap to prioritize investments and solve pressing strategic decisions facing brand builders (and business leaders) today.

Module 3

Building a strong brand identity is core to the success of every organization. But it’s also incredibly challenging. Conducting a brand audit, understanding your brand image, and building out the key components of your aspirational brand identity are essential skills that every brand builder must hone.

Module 4

Once you’ve built your brand identity model, you must bring it to life. That’s where laddering and quality cues come in. Each strategy can bring your brand to life across all portions of the clock (consumer journey). However, successful laddering and quality cues must also satisfy the three hurdles to truly drive shareholder value.

Module 5

As a brand grows and evolves, extensions become imperative. That’s where brand architecture and global branding come in. Extending into different sub-brands, endorsed brands, and invisible brands must be done in a clear and compelling way; otherwise, it doesn’t matter how strong your brand identity is. Global extensions must leverage the best of local talent while retaining a strong brand essence globally. In each case, the brand architecture framework and thermometer model provide a roadmap for brand extension decisions.

Module 6

There’s more to brand strategy than building a strong, sustainable brand —there’s also protecting it. Swift, compelling crisis management is key to the success of any brand (and any leader or manager). And it all comes down to three simple rules: acknowledge the issue, have the top leader respond, and overcorrect.