Track

Brand Smashing

DESCRIPTION

The options for differentiated brand building is slowly slipping up, and it is forcing you to think of alternatives. With the myriad of brand logos trying to stand out of the crowd but creating brand confusion for the consumer, it is crucial not to be dependent on your brand logo alone. Stemming from the Coca-Cola contourization strategy, their bottle is proved to be extremely recognizable – even if it is smashed to pieces and even without a logo. A brand’s color, taste, smell, series of pictures used in advertisement, and many more features should be used as elements of a brand so that the consumer can recognize it despite the lack of your logo. Safeguarding yourself, by having every aspect of your product branding beyond the logo, can provide you a smashable brand.

SPECIFIC ISSUES AND KNOWLEDGE NEEDED TO MAKE DECISIONS

  • Are there some elements of our brand that are being too challenged by other products on the market? – not necessarily in our category?
  • Which elements are smashable for our product?
  • How can we brand build the elements so that they will be an inherent and recognizable part of our brand and in the end – smashable?
  • In brand smashing consistency and persistency are essential – how is can we be consistent and persistent without losing the impact and freshness of the brand?

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Peer Workshops

Join a peer workshop to discuss and learn from others that are in a similar situation to you. We take care of all the practical matters, and facilitate the entire process. All you have to do is sign up and join in.

1

Match Peers

Getting the right people together is critical to the outcome of the workshop.

We carefully match you with other executives and handpick relevant expert advisors for each track: an orchestrated – and fully confidential – workshop process, designed to solve your specific business challenge. Matches are made based on industry, business challenge, and to avoid potential conflicts of interest. All participants are required to sign a non-disclosure agreement (NDA).

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Individual Preparations

Preparation ensures that key issues are uncovered and included in the discussion.

Preparations are done with each executive individually to ensure full focus on your business challenge. Expert advisors help to frame the issues, establish the facts, and prepare the questions that need to be answered. After the preparation meeting, our facilitator created a summary fact sheet for each executive which will serve as a foundation for the group discussion.

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3

Facilitated Discussions

During this phase, issues are discussed and questions are answered.

Based on the group’s feedback, the facilitator prepares the agenda for the (3-hour) online workshop. After the workshop, key discussion points are documented and added to the Expeerience online platform which participants use to validate the findings and ask follow-up questions.

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Extract & Conclude

The final outcome of the workshop is specific and actionable conclusions; ready to use.

The facilitator prepares a concluding report that highlights the main topics, summarizes discussions, and presents conclusive advice including both best practices and risks. The report can be used directly or as a basis for further elaborations and/or implementation projects.

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Enterprise Workshops

Aligning objectives across subsidiaries or departments in a large organization can be a complex undertaking. Expeerience provides a framework and knowledge platform for enterprises to succeed at cross-organizational initiatives.

1

Identify Objectives & Stakeholders

The enterprise – with support from Expeerience advisors – identifies critical objectives, and representatives from key business units who will spearhead the effort.

Expeerience supports the implementation of enterprise-level inititiaves by:

  • Elevating the business challenge to the right level in the enterprise so that it is not left with each subsidiary or department to deal with individually.

  • Lowering communication time between key stakeholders.

  • Providing outside facilitation in order to remove the tedious aspects of cross-functional administration, follow-ups etc.

Expeerience works with the enterprise to identify and coach key stakeholders in each of the involved business units, as well as identifying the best set of advisors for the given business challenge and enterprise.

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2

Facilitated Discussions

The facilitated discussion process is customized for each enterprise to include a number of workshops, supplemented by an enterprise-only section of the Expeerience platform for online discussions.

Each organization is different and specific needs change over time. Expeerience provides an enterprise-level online platform together and process framework, along with facilitation and support services to ensure that initiatives carried through to completion and not lost in the swirl of daily business.

Using a combination of workshops and online discussions gives participants the greatest level of flexibility while ensuring that questions are answered promptly and focus is maintained.

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Extending the Process

Enterprise-level initiatives are often long-term projects with stakeholders changing over time, requiring a knowledge development and management approach.

In addition to a comprehensive report containing actionable conclusions, enterprise customers each have a dedicated area of the Expeerience platform for their exclusive use. The Expeerience enterprise process can be extended either by repeating specific workshops, or by moving the remaining dialog to the online discussion forum of the platform – or a combination. Enterprise customers may give access to any number of employees or partners as part of their enterprise agreement.

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