Grow Your Brand Without Diluting It
Brand Strategy & Growth: leave with a brand platform, extension-fit scorecard and a 12-month brand roadmap.
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Learn this topic with a mentor
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- Bring your own work — code, campaign, report or plan
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- Time, format and fee confirmed by email first
What this session would cover
Proposed outline — the mentor finalises the agenda once this topic is scheduled.
- 1Why brand strategy & growth matters — the common problem: New products get launched under the brand without checking whether the brand can stretch.
- 2Core concepts in plain language: Brand objectives, audience priorities, strategic choices, brand platforms, brand roadmaps, market expansion
- 3Going further: brand penetration, brand extensions, line extensions, brand stretch, portfolio growth, brand dilution
- 4Framework walkthrough: Kapferer's Brand Identity Prism, Positioning Statements, Points of Parity and Difference, Value Proposition Canvas
- 5Practical workflow, built live: A brand platform, extension-fit scorecard and a 12-month brand roadmap.
- 6How to measure it: Aided and unaided awareness, Brand associations, Relevance, Consideration, Preference
- 7An illustrative case (a fictional example, not a client result), then live Q&A on your own situation
Who it's for
- • Founders and business owners
- • Brand, marketing and design teams
- • Freelancers and agencies building brands for clients
You'd leave with
- A brand platform, extension-fit scorecard and a 12-month brand roadmap.
- A working understanding of Kapferer's Brand Identity Prism and Positioning Statements
- A short list of measures to track: Aided and unaided awareness, Brand associations, Relevance
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