Building Brands with Integrated Marketing Communications Strategy

This intensive one-day workshop led by Juli Nugroho is designed to bridge the critical gap between high-level brand strategy and tactical marketing execution. In an era where superior products alone are insufficient, brands must cultivate a "soul" to establish deep emotional connections with consumers. Participants will learn to navigate the journey from consumer indifference to passionate advocacy by leveraging the "Brand Curve" and defining a compelling Brand Idea that harmonizes functional and emotional benefits.

The course introduces a rigorous planning framework, compromising Situation, Objectives, Strategy, Tactics, Actions, and Control, to structure logic-driven campaigns. Attendees will master the art of Integrated Marketing Communications (IMC), ensuring a seamless customer experience across diverse online and offline touchpoints, from social media to traditional advertising. By focusing on core strengths and strategic positioning, marketers will learn to drive not just short-term transactions but long-term brand equity.

By the end of this training, participants will be able to:

• Analyze Brand Position: Assess the brand's current standing using the Brand Love Curve (moving from Unknown to Indifferent, Like It, Love It, and finally Beloved) and formulate strategies to tighten the consumer bond at each stage.
• Formulate Strategic Identity: Create a Brand Positioning Statement and a Brand Idea that balances functional and emotional benefits, serving as the organizing force for all marketing activities.
• Develop a Master Plan Utilize the Master Plan framework to structure a logical and effective marketing communications plan.
• Integrate Online & Offline Channels: Design tactical communications that blend the 10 communications tools (including advertising, PR, sponsorship, and social media) to create a consistent Customer Experience (CX) across all touchpoints.
• Measure Success: Establish appropriate metrics and KPIs, moving beyond short-term sales to measure long-term brand equity, customer retention, and the ROI of marketing investments.