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Living the Brand

Living the Brand

What is the programme about?

Marketers need to lead from the front when it comes to interpreting and executing against a brand’s positioning.  If marketers are not 'living the brand’, the rest of the organisation will be paying no more than lip service.

This programme reminds marketers of why the brand is so important in differentiating the company, and shows how ‘living the brand’ goes far beyond choosing the right fonts and logo sizes and involves every touch point with the customer.

Examples of value creation and destruction in brand value are discussed, and existing and ongoing campaigns are analysed for brand alignment and opportunities to build and reinforce the brand.

Who will benefit from the programme?

All marketers, new hires and anyone who needs to understand and ‘live’ the brand.      

What challenges will this programme help you address?

  • Brand Value: Marketers will understand how to enhance a brand’s value and use the brand’s positioning as a creative springboard to new ideas.
  • Brand Alignment: Marketers will be shown how to ensure campaigns and communications reinforce and build, rather than dilute, the brand’s position.
  • Brand Consistency: Marketers consider where in their organisation the customer experience is aligned with the brand promise, and where and what improvements are needed.
  • Fresh Thinking: The programme encourages marketers to stretch their thinking and look for new fresh responses to business challenges by considering the elements of the brand promise.
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Segmentation and Targeting

ST teaches marketers up-to-date segmentation techniques, tailored to their market and business challenges, enabling them to target the most attractive groups with carefully planned propositions and communications

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Turning Data into Effective Propositions

DEP develops capabilities to identify the data that provides the most value, enabling marketers to understand trends and insights into market and customer performance

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Customers at the Heart of Your Brand

CHO provides processes to help generate insights and identify those of most value, and teaches techniques to use in probing customer motivations and behaviors using both rational and creative thinking skills

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Data Driven Insight

DDI provides marketers and data analysts with a range of tailored techniques to turn data into actionable customer insights and new segmentation schemes with which to inform critical brand, proposition and planning decisions

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Managing Market Research Programmes

MR enables marketers to track market changes to maintain alignment with customer and channel needs, preferences and satisfaction by leveraging internal and external data and interpreting trends emerging from this information

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Creative Thinking

CT gives marketers the opportunity to test creative thinking techniques on live business opportunities, providing fresh new solutions across multiple forms, media and channels

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Developing Winning Propositions

WP provides a robust and creative process for the development of new propositions, equipping marketers to identify and scope the size and achievability of an opportunity, drive insight from customer data and engagement, creatively develop ideas to stretch and optimise the proposition and plan for its development and execution

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Marketing Strategy and Planning

S&P draws on a range of strategic marketing tools and concepts to help participants consider ways to improve competitor analysis, boost their understanding of the issues shaping their marketing plans and drive value innovation in their markets. Integrates top-down and bottom-up planning to improve the quality of the overall strategic marketing plan

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Marketing Through the Digital Lens

DL provides marketers with an up-to-date understanding of the role of the spectrum of digital technology in marketing, enabling future propositions and communications to be properly explored, extended and implemented

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Social Media

SM introduces marketers to the use and context of social media within an integrated mix of marketing messages and campaigns, enabling them to identify where their company is on the social spectrum in terms of presence, performance, exposure and channels, and providing tools and resources to brief and plan social media campaigns Read more...

Aligning Sales and Marketing

ASM – dissipates tensions between sales and marketing, creating additional opportunities and efficiencies by helping marketers understand how salespeople operate and sell, and how marketing can underpin and influence their success

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Developing Powerful Communications

DPC explores how to effectively plan and execute marketing communications as part of a wider campaign, using both direct marketing and more generic brand-oriented communications

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Delivering Value Through Effective CRM

CRM – demonstrates how to find, interpret and apply data to support decision making, heavily tailored to participants’ level of experience, the information sources they have access to, their roles and intended use of the data, and the day-to-day business challenges they face

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