Innovation-Driven Marketing: Advanced Strategies in Product & Brand Evolution

Day 1:

Innovation in Product Strategy

• The role of innovation in strategic marketing

• Identifying unmet needs and market gaps

• Tools for product innovation: Design Thinking, Value Proposition Canvas

• Product lifecycle planning and repositioning

• Case studies: Disruptive product strategies

Day 2:

Customer Insight & Market Fit

• Translating customer insights into product features

• Jobs-To-Be-Done (JTBD) methodology

• Mapping customer journeys for product design

• Rapid prototyping and concept testing

• Evaluating product-market fit

Day 3:

Brand Strategy and Architecture

• Building and evolving brand identity

• Brand architecture models: house of brands, branded house, hybrid

• Brand equity and perception analysis

• Rebranding strategies and brand extension

• Interactive case: Reviving a declining brand

Day 4:

Go-to-Market Strategy & Launch Excellence

• Crafting integrated go-to-market plans

• Channel strategy and pricing considerations

• Launch timing, storytelling, and campaign design

• Managing multi-stakeholder alignment during launch

• Performance measurement and iteration post-launch

Day 5:

Measuring Success and Sustaining Innovation

• KPIs for innovation and brand performance

• Customer feedback loops and real-time market adaptation

• Brand audit and portfolio optimization

• Balancing innovation risk and ROI

• Capstone exercise: Designing an innovative product-brand strategy for your organization