The Brand Positioning Workshop

In this section, I walk you through a typical approach to designing brand positioning through a brand positioning workshop. Because many of the basic concepts for running a workshop are common to each approach, I simply illustrate how one workshop would work, using the internal community process. Then I show you what you’ll want to change if you are using the lone designer or open community approach instead. I also show examples of each of the three approaches in action throughout this chapter.

Planning a Brand Positioning Workshop

I like to begin the positioning phase with a half- or full-day kickoff workshop. But what should you try to achieve during this workshop? Who should you invite? What should the schedule look like?