MarCom Camp / Online Strategy, Insights, and Campaign Development Program

The Marketing Communication Mindset: Understanding why brand communication has changed and how it works today.

• The best definition of marketing, by Scott Bedburry.
• The best definition of marketing communication, by John Hegarty.
• Don Schultz: The Evolution of Marketing from Product-Centric to Meaning-Centric

Brand as a System: Transforming brand identity into a living, consistent story.

• Brand Essence Wheel
• The holistic structure of brand elements
• Benefits, Personality, and Values
• Filtering out recurring emotions and thoughts
• Determining the brand essence through data refinement

Interactive Workshop: Filling Out the Brand Essence Wheel for a Sample Brand

Consumer Insights and Targeting: Going beyond the data to understand the reasons behind human behavior.

• Consumer segmentation based on emotional needs and basic drives
• The Difference Between Observation, Findings, and Insight
• The Basic Principles of Insight Hunting
• Asking “why” without getting bored

Interactive Workshop: “Finding the Root Cause.” Exploring a selected consumer behavior in depth and uncovering the human reality behind it.

Message and Positioning: Identifying a clear, distinctive, and brand-specific message that will inspire the target audience to take action

• Game-changing differentiation strategies to stand out from the competition
• Finding a positioning statement that avoids clichés
• One problem, one opportunity, one insight, one message

Interactive Workshop: “One problem, one opportunity, one insight, one message.” Identify the single problem, the single opportunity, the single insight, and the single message behind a selected advertisement.

The Art of Writing Effective Briefs: Writing briefs that provide direction and inspiration for the best creative ideas

• A good brief is the birthplace of a good idea.
• A good brief doesn’t just provide direction—it inspires and motivates.
• What is a brief, and what is it not?
• Examples of Good and Bad Briefs
• The Structure and Components of a Brief
• The difference between writing a brief and presenting a brief

Interactive Workshop: “The Reverse Brief.” Writing the reverse brief for an iconic campaign

Creative Evaluation: Recognizing a Good Idea

• The 3 criteria for a good idea: Effectiveness, originality, and alignment with the brand.
• No to long checklists!
• Frameworks for evaluating ideas
• The balance between “creative courage” and “brand discipline”

Interactive Workshop: “Jury Simulation.” Evaluating and discussing creative alternatives

Communication Ecosystem: Viewing communication not as a media plan, but as an ecosystem of experiences.

• A Holistic Role Map of Paid, Owned, Earned, and Shared Channels
• Full-funnel approach: The journey from awareness to action
• The role of media channels: Balancing message consistency with “moment-based” context
• Story flow between touchpoints

Interactive Workshop: “Touchpoint Map.” Mapping all touchpoints of an iconic campaign; labeling the role of each channel.

Measuring Impact: Defining communication performance using the right KPIs and the actual impact on the brand and behavior

• Identifying the Right KPIs
• Measuring KPIs Using the Right Methods
• Striking a Balance Between Short- and Long-Term Learning
• Embedding the “measure–learn–adapt” reflex into the culture

Interactive Workshop: “Key Metrics.” Deriving a sample set of KPIs from a past campaign; distinguishing between “outputs” and “outcomes.”