Brand strategy day

Day-to-day business often leaves no time to clarify a brand's positioning and align the team on shared priorities. On the brand strategy day, a marketing or brand team spends a full day on its most important brands.

Small groups work with a fixed template for each brand: what the brand stands for, for whom, with which promise and with which role in the portfolio. The plenary discusses and prioritises the results. The day ends with an elevator pitch for each brand and the next steps with owners and dates.

The format grew out of a strategy day for the marketing team of a consumer goods manufacturer.

Content and modules

1. Role of marketing: its contribution and self-image in the company
2. Brand core and positioning: what the brand stands for, for whom, with which promise
3. Target groups and needs: shifts in customer behaviour
4. Portfolio: selecting focus brands and setting priorities
5. Work on the focus brands: positioning per brand in small groups
6. Interfaces and decision paths: who decides on the brand and who contributes
7. Securing results: results per focus brand and next steps