An introduction

One consultancy, two focuses

2

Training and mentoring

Brand strategy

Brand strategy from 30,000 feet

UNIQUE Consumer BENEFIT / BRAND PROMISE

Brand strategy alignment organizational imperative

Coming from here

Going to there

Brand strategy process

Strategy Team Formation

Brand Audit

Facilitated strategy workshop

Internal Activation

External Activation

BrandPromise

TargetCustomer

Specific

CustomerGoal

Behavioral

BrandEssence

Believable

CompetitorPromisesDistinctive

CustomerInsights

Compelling

Brand Promise

Strategy Activation:The Brand Management Funnel

INSIGHT

ACTIVATION

MarketUnderstanding

CustomerUnderstanding

CompetitorUnderstanding

BrandUnderstanding

BRAND ESSENCE & BRAND PROMISE

Filter for prioritizationand decision making

ProductStrategy

Communication Strategy

ChannelStrategy

PricingStrategy Packaging

Building a Brand Culture

CommunicateI am aware of the brand message

ClarifyI understand the brand

PersuadeI find the brand relevant

Change Behavior

I live the brand

Brand Strategy Experience

Training and mentoring

Opportunity to improve marketing competence

Senior marketers from different companies.

Junior people from other functions within your organization.

Difficult for marketers to learn from each other.

Your stars’ skill sets falling behind, as marketing quickly evolves.

Too internally focused.Developing marketing skills can be undisciplined• An afterthought until annual review• No organization-wide initiative or measurement of progress

What if Marketing effectiveness and alignment

within organization were optimized?

Just think what you could do with an enhanced set of marketing skills….

                                                               

If you are here…. What if you were here?

What if Marketing could use budgets more wisely? Coordinate better with other functions?Improve success rate of innovation and forecasting? Get more from your agencies?

The Product: Training Workshops

Practical, cost-effective, on-site best practice seminars for marketers and key stakeholders.

Case studies, processes, and terminology, session length and frequency tailored to your specific needs.

Optional pre- and post-session testing, to gauge what information is absorbed by whom.

Self-directed follow-up activities, to make learning “sticky.”

Moss Re-Skilling curriculum

Introduction & Marketing MetricsMarket orientationFinancial metrics in marketingMarketing metrics & brand healthMarketing dashboards

Research, Analysis, & InsightConsumer understandingMarket analysisInsight generation & implementationMarket segmentation & targeting Niche marketing

Marketing MixConsumer response model Advertising Consumer promotion PublicityExperiential marketingLoyalty & relationship marketingShopper marketing

Marketing Strategy & PlanningPositioning & competitive advantageCustomer directed planning

PricingCost-based versus value-based pricingPricing researchCompetitive pricing strategiesPositioning & pricing

Digital MarketingWeb site development and analysisEmail marketing and banner advertisingSearch engine marketing and optimizationSocial networks and consumer participation

Product ManagementInnovationForecastingProduct testingProduct design & packaging Product life cycle managementHolistic margin management

Marketing LeadershipBrand strategyPortfolio managementAgency managementInternational marketing considerationsOrganizational considerations

Management skillsManaging complex projectsNegotiation & internal marketingManagement roles & team principles Presentations & communication

The Product: Mentoring

Initial session with individual and manager.

Creation of developmental action plan.

Regular mentoring sessions with individual each month.

Progress assessment to management every 6 months.

Benefits of training and mentoring programs

Enhance ability of Marketing to win in marketplace.

Develop common language and processes to build culture.

Assess individual marketers’ development relative to peers.

Quantify skills development in your organization.

Prepare your next generation of marketing leaders.

Training and mentoring experience

Testimonials

““I have worked with Steve Moss on Training initiatives. Steve is a senior executive who participants find very credible. Steve is easy to work with, flexible, and reasonable. The examples he uses in the training are very relevant and his perspectives are eye-opening to the participants..”

“We hired Moss Re-Skilling to immerse/introduce our Customer and Trade Marketing teams to the world of shopper marketing. Steve's team did a great job of building customized content that was specific to our industry and market needs. He and his team have a great way of presenting content mixed with interactive engagement that really helps the learning process.”

Michele D’AngeloDirector of Customer

Marketing Molson Coors Canada

“Steve is a great mentor and a great marketer.As a leader, he knows how to offer up his extensive marketing knowledge while eliciting innovative thinking from his team.”

Sandra StumbaughVP of MarketingSustainable Spaces

“Steve Moss is the best marketing and branding guru whom I have met during my 27-year business career.”

Jay W. Lee, Executive Advisor onNational Branding, Rep. of Korea

Luis MorenoSenior Marketing Mgr.

Power Products, GE

Moss Re-Skilling Contact Information

Mail: 18240 Shavers Lane Woodland, MN 55391

Phone: 651-431-0252

Fax: 952-476-9923

Email: sfmoss@re-skilling.com

Website: www.re-skilling.com