I’m thinking about developing a brand planning workshop around the part of my practice devoted to “proof.” I’ve spoken before groups on numerous occasions but those speeches tended to about theory. Presentations include “Social Media Guard Rails,” some others about marketing plan development, and others sharing planning tips and tricks. But I have yet to do a participatory workshop. That’s what people want. A workshop where they learn by participating.
So my idea is to create a big dump of reading, maybe with some picture and video, about a company or product. It might include a piece of topline research and trade some press articles. The lion’s share would be interviews with customers and stakeholders. The dump will offer about 45 minutes worth of reading.
I’ll explain that their task is to underline the proof. Proof of value. Proof of superiority. Proof of “good-ats” and “care-abouts.” Not marko-babble…tangible, understandable value.
Tomorrow, I’ll share with you what we’ll do with that proof.
PEACE in Syria.
Tags: brand strategy tips, Brand strategy workshop, care-abouts, claim and proof, claim and proof in brand planning, claim and proof in brand strategy, good ats, social media guard rails, whats the idea, whatstheidea
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