Emotional Marketing:
“The Strategic Highway to a Great Brand”
DAY 1 – Wednesday or Thursday
9.00-9.30
Introductions
9.30-9.50
Presentation: What Is a Brand, After All?
9.50-10.05
Presentation: How The Mind Works!
10.05-10.30
Presentation: Federal Express – Delivering Emotional Benefits!
10.30-10.45
Coffee Break
10.45-11.00
Presentation – Features, Benefits and End Benefits
11.00-11.15 Open Discussion
• Who are FedEx’s customers?
• What benefits does FedEx deliver?
 Rational
 Emotional
11.15-11.45 Work Session: Analyzing the Business of FedEx
• What business is FedEx in?
 Literally
 Abstractly: What business are they really in?
• What are people buying?
• What are people really buying at an emotional level?
11.45-12.15
Presentation: The Battle for the Mind
12.15-12.30 Work Session: FedEx and DHL – Brand Comparison & Contrast
• How does FedEx compare to its competition?
• To DHL for example?
• What are the key points of differentiation that separate FedEx and DHL in the minds of
consumers?
12.30-1.30
Lunch
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1.30-2.00
Presentation: What Do We Mean by a Brand Promise?
2.00-2.45
Presentation: FedEx and DHL – Brand Comparison & Contrast
 What is the FedEx brand promise?
 What are the key touch points for the brand?
 How do the touch points reflect the FedEx brand promise?
• What is DHL’s brand promise?
• What are the key touch points for the DHL brand?
• How do the touch points for DHL reflect its brand promise?
2.45-3.30
Presentation: How the FedEx Brand Promise Works – FedEx: ACCESS
 Extending the Brand Promise
 Bringing the Brand Promise to life
 How FedEx is changing the world?
 FedEx.com
 http://www.fedex.com/us/about/today/access/index.html
3.30-3.45
Coffee Break
3.45-4.00
Presentation – Advantages of Working on Your Brand
4.00-4.30
Presentation: How The Mind Works – The Power of Visualization
4.30-5.15
Creating the Future – Applying Leadership Principles to the Future
 Participants begin work on developing written plans for building their own brand (or another
brand of their choice) over the next five years!
• The Future Story: What does your brand (or the one you are working on) look like five years
from now?
5.15-5.30
Setting the Stage for the Next Day!
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DAY 2 – Thursday or Friday
9.00-9.15
Presentation: How The Mind Works While You Are Sleeping!
9.15-9.30
Open Discussion
• What insights about your business did you have overnight?
9.30-9.45
Presentation: How to Use Your Colleagues as a Consulting Firm!
9.45-10.30
Presentation: “The Ten Steps to Building a More Dynamic Brand in Five
Years”
 What emotional benefits does your brand deliver?
 What business are you really in?
 What are you promising?
 Who is your customer?
 Who is the consumer you are targeting?
 Who/What is your competition?
 Why should people buy your brand?
 What are your points of difference?
 What will you do differently to deliver on your brand promise?
 How will you reach these consumers? Media? Message? Sales Strategy?
10.30-10.45
Coffee Break
10.45-11.00
Presentation: Overcoming Resistance to Giving Feedback
11.00-11.45 Work Session: The Brand Test
• Participants identify key competitors and compare them to their brands in terms of the
businesses they are in and what people are buying
 Individual Exercise
 Working in Triads
• Leaders of each work session prepare to report back to entire group
11.45-12.30 Presentation: “The Ten Steps to Building a More Dynamic Brand in Five
Years” (continued)
 What emotional benefits does your brand deliver?
 What business are you really in?
 What are you promising?
 Who is your customer?
 Who is the consumer you are targeting?
 Who/What is your competition?
 Why should people buy your brand?
 What are your points of difference?
 What will you do differently to deliver on your brand promise?
 How will you reach these consumers? Media? Message? Sales Strategy?
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12.30-1.30
Lunch
1.30-1.45
Open Discussion about “The Ten Steps” Presentation
1:45-2:30
Individual Work Session: “The Ten Steps to a Building a More Dynamic
Brand in Five Years” (participants work on each step for their brand)
 What emotional benefits does your brand deliver?
 What business are you really in?
 What are you promising?
 Who is your customer?
 Who is the consumer you are targeting?
 Who/What is your competition?
 Why should people buy your brand?
 What are your points of difference?
 What will you do differently to deliver on your brand promise?
 How will you reach these consumers? Media? Message? Sales Strategy?
At this point, participants will have detailed notes that form the foundation for building
their own brand (company or personal) over the next five years!
2.30-2.45
Open Discussion about “The Ten Steps” Work Session
2.45-3.10
Presentation: Leadership in the 21st Century
3.10-3.30
Presentation: Going Back to Work – Spreading the Gospel of Brand Building
3.30-3.45
Coffee Break
3.45-4.00
Presentation: Getting Started – The Six Magical Questions for Any Company
4.00-4.15
Presentation: Managing Your People
4.15-4.30
Presentation: Managing Your Consultants and Your Advertising Agency
4.30-5.00
Open Discussion
• Look at your brand’s “Ten Steps” and share with the group the one key insight have you had
about your company and your brand and what you need to do going forward?
5.00-
Celebration!
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