Updated 6 courses in 1 Branding fundamentals for FMCG/CPG

Brand profile, what is it and why we work on this branding tool.

Attached the slides that will be used in this section.

In this lecture we go in details of each part of the brand profile. What are they and why they are relevant.

From defining what are the roots of the brand to being clear on what is the key discriminator, we go through the details of each section.

In this lecture we analyse the most relevant implication of brand profile on key branding activities: 1) Communication 2) Activation 3) Design 4) Innovation

Understanding key implications of the brand profile on the life of a brand will help making right decisions for the future.

What are promotions and activations and how do they differ one another?

In this class we go through some interesting examples.

Attached the slides that will be used in this section.

In this lecture we discuss about the relation between promotion mechanics and marketing objectives. We discuss how the two should be linked and we go through some examples.

The 5 key characteristics of a good promotion concept.

The theme and the mechanics that make the promotion concept. What are they and how to plan for them.

In this class we discuss how to write a promotional concept.

What is a marketing concept and why do we write one?

What different type of concepts we can write? What are the differences between communication, activation and innovation concepts?

Attached the slides that will be used in this section.

In this lecture we go into the details of what it makes a marketing concept: Insight, Main Idea and Pay off.

What are they and why they are relavant.

What is an insight?

What is the main idea? What is a claim and what different types of claims do we use in marketing?

What is the pay off?

Go into the details of what works and what doesn't work in concept writing.

Go through Innovation, communication and activation concepts and see how they should be approached in different ways.

Learn about the difference between Observations and Insights. Observations are facts anyone can find out. Insights require critical interpretation of the facts and they pave the way for actions. Understanding the difference is crucial in order to identify issues and opportunities. 

Attached the slides that will be used in this section.

This lecture introduces a method to start understanding the different dynamics behind brands growth: penetration, consumption, frequency, AWOP.

After we will introduce the concept of 6P's: Product, Place, Packaging, Price, Promotion, Proposition.

We will not look at value at this stage as price is a very complicated variable to manoeuvre.

Digging down in the 6P's to understand how we can highlight issues and opportunities.

This analysis is particularly relevant as it allows us to identify and attack the root cause of the observed dynamics (i.e. why is consumption decreasing? Do we have a problem with loyalty because product is not good or do we have a problem with penetration because people can't find the product on the shelf?)

How to grow brands: penetration, consumption or premiumization.

A simple tool to frame our future actions.

What is range architecture? Why do we work on it?

Attached the slides that will be used in this section.

Range architecture has a direct impact on a number of crucial marketing activities, from innovation to communication to design. In this lecture we explore them plus we go through some terminology,

In this lecture we go through different growth models for range architecture. We learn how we can expand our brand horizontally or vertically, playing with variants or extensions.

In this lecture we go into the detail of what to do when we want to define our range architecture: 1) look at our current brand profile 2) define what are our brand strengths and 3) look at how consumers segment the market

In this lecture we go through some filters to evaluate our current range architecture from three main angles: 1) Business 2) Extensions and 3) Branding.

What is range extension? In this class we define what is range extension and describe different types of extensions.

Attached the slides that will be used in this section.

In this lecture we propose a phased plan for range extensions.

We also introduce a powerful tool, the opportunity matrix, to help deciding amongst different potential ideas.

In this class we go through the opportunity matrix in details as a tool to screen potential ideas.

We also introduce the pyramid scope and the 3 years plan.

Introduction to our model

The key phases from briefing to evaluation.

Attached the slides that will be used in this section.

The overall picture

The four key elements of the brief: Why, Where, Who and What

Learn why the communication brief is structured in such a specific way: Problem > stimulus > response

Understanding the logic of the brief document, helps us understanding how to better brief agencies.

Learn how to clearly define: job to be done, marketing objectives and communication objectives.

What are the differences between marketing objectives and communication objectives and why you shouldn't confuse the two.

Learn why target is so important in communication. Understanding target helps us define: What to say, How to say it and Where to say it.

Learn how to describe targets for agencies.

Learn about the different ways the term target can be used and learn how to make clarity.

We also introduce some useful tools to help us defining and describing our targets.

What is insight and how is it used in communication?

How do we develop insight?

Why insight is so important in communication.

In the slides there are a number of examples of advertising where you can practice your understanding of insight.

What is the key message?

Learn about the difference between the "what" and the "how"

We will go through a number of examples to describe both the "what" and the "how"

We go into the details of the most used creative devices.

Learn how the campaign idea is structured and how to write a campaign idea.

Bring together communication objectives with creative device executed in a unique way.

Learn why consumers' response to advertising is so important.

Learn how to plan for consumers' response in advance when planning for advertising.

Get familiar with the typical consumers' responses expressed in "human beings way", not marketing jargons.

Learn a simple but powerful framework to help you judge communication in a simple and effective way.

The tool will empower you with the right skills to give a proper and actionable feedback to colleagues and agencies.

Judging communication in an objective and effective way is what makes the difference between experienced and junior marketers.

Introduction into see how traditional marketing concepts like Job to Be Done, Marketing objectives and Communication objectives, are still relevant in the digital landscape.

We look into the most important platforms to see how they approach the idea of setting objectives when buy advertising online.

This is an intro into digital marketing, for full course on digital marketing please see my other courses.

In this lecture we follow the analysis of setting objectives online.
This is an intro into digital marketing, for full course on digital marketing please see my other courses.

In this lecture we learn a basic concept in digital marketing: consumer digital journey and marketing funnel. This is an intro into digital marketing, for full course on digital marketing please see my other courses.

In this lecture we look into the concept of Marketing Funnel and how it is relevant in digital marketing.
This is an intro into digital marketing, for full course on digital marketing please see my other courses.

In this lecture, we look at some of the typical type of ads in digital marketing. From display to SEO. 

This is an intro into digital marketing, for full course on digital marketing please see my other courses.

In this lecture we follow our analysis of the main types of ads in digital marketing.
This is an intro into digital marketing, for full course on digital marketing please see my other courses.

In this class we look at basic principles in digital media planning. In specific we learn at looking at digital media from the perspective of why people use them.
This is an intro into digital marketing, for full course on digital marketing please see my other courses.

In this lecture we learn to look at digital media from the perspective of why people use them.
This is an intro into digital marketing, for full course on digital marketing please see my other courses.

In this section I add some useful online resource for online tools I use as well as free training opportunities.

In case you're interested in Digital Marketing and communication for FMCG brands, please make sure you visit my other course: The ULTIMATE Digital Marketing Toolbox for Digital Dinosaurs