Creative Problem Solving Institute (CPSI) 2017

BrandCrafting is a simple tool for agencies and clients to collaboratively plan their brand communication, humanize it, and find a sticky message. Ever wondered why, despite all your efforts, sales remain flat? Perhaps it is not your brand, it’s the message or how consumers perceive you. As businesses enter the creative era, innovative thinking and strategy are not enough because consumers are constantly changing – what worked then may not work now. You wil learn to:
• Build your future by understanding how consumers perceive your brand.
• Develop your skills in discovering what you don’t know yet – by understanding needs and finding the human value in your brand’s offering.
• Stretch your thinking to help you define your marketing message and ideas.
• Familiarize yourself with communication/account planning and get the clarity needed to collaboratively develop the best creativity with your advertising agency.
This workshop is targeted to marketers, brand managers, researchers and advertisers.