So yesterday I outlined part one of my (in-development) brand strategy workshop. In it I’ll provide a data and information dump to attendees and have them underline all the “proofs” of marketing success they come across. Part two will see them take the 30 or so pages of proof and do something smart with it.
For the allotted 30 minutes, attendees will be instructed to read and reread the underlined items. The goal of this “reading of proofs” is to begin to organize them into groupings. Ideally at the end of the exercise, I’m going to see it they can find 3 discrete groupings. There may be two or four and there will certainly be some outliers, but three is the goal. This is the beginning of brand planks. The groupings we’re looking for are extreme customer care-abouts or brand good-ats. At the really expensive business consulting companies these groupings are called clusters. Clusters that computers and data analysts array. In our workshop, the brains of attendees will do the work.
Tune in Monday for Part 3. The Claim.