Focus Area: Skill Building - Brand Building Essentials
How does a Fortune 50 FMCG company tone up its brand building capabilities?

When this company’s leaders came to the Stengel Group, they determined employees at all levels had lost their edge on core brand building skills. We spent time understanding current strengths and opportunities across the organization – along with an assessment of skills needed to win today – to determine which capabilities to prioritize. We then developed and deployed a complete marketing university curriculum for the organization. This consisted of training in competitive brand strategies, insights that drive consumer preference, creating briefs that inspire partners to do breakthrough work, building agency-client relationships that lead to share-building initiatives, and how to evaluate bold creative ideas. Training was customized for four levels,  from entry level through president level in the organization.

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