Competitive Brand Positioning Training Workshop

Learn to Write a Brand Positioning That Beats the Competition

Great positioning is the heart of any sound brand strategy. While strategic plans, product roadmaps, and communication campaigns enable the brand to operate on an annual basis, they can’t be effective without a clear central positioning strategy that ties everything together. Without a strong, central brand positioning that guides overall equity-building over time, brand-building efforts quickly become splintered, ineffective, and at their worst can even erode a brand’s equity.

In this hands-on full-day workshop you will master the skills needed to write a clear and effective brand positioning statement that guides your organization, sets your brand up for effective long-term strategy and innovation, breakthrough media communications, and helps win the competitive battle in the minds of consumers.

Who It's For

  • ABMs, Brand and Marketing Managers who own/write/update/implement brand positioning statements and equity pyramids
  • Agency partners, Account Managers, Strategists and Planners who collaborate on and/or write brand positioning and equity strategies for clients

What You'll Learn

  • How to use positioning to set your brand up for long-term success
  • How positioning guides strategy, communications and innovation
  • How to differentiate your brand against competition
  • How to write each positioning component with live feedback
  • How to evaluate and improve a positioning statement
  • Real-world case studies and frameworks

What's In It—Workshop Agenda

  • What is brand positioning?
    • Working case study exercise – try it (in teams)
    • Key brand strategy definition documents and the role of positioning
    • Brand positioning defined
    • Examples of good brand positions in market today (case study)
  • Targeting strategy
    • How good targeting strategy helps you win
    • Examples of good targeting
    • Key elements of sound targeting defined
    • Targeting strategy template
    • Reverse engineering case study
    • Working case study exercise – try it (in teams)
  • Assessing the competition
    • Direct vs. indirect competition
    • Frames of reference examples (case study)
    • What to look for when assessing the competition
    • Competitive matrix template
    • Working case study exercise – try it (in teams)
  • Positioning to Win
    • Target audience summary
    • Benefits (types of benefits and benefit ladder exercise)
    • Reasons to believe (types of RTBs and examples)
    • Positioning template
    • Examples of good positioning statements
    • Working case study exercise – try it (in teams)
  • Evaluating and Improving Your Positioning Statement
    • Success criteria explained
    • How to give feedback
    • Working case study exercise – practice giving/receiving feedback (large group)
  • Positioning Strategy in the Context of Organizations
    • Ideal process for positioning within a larger organization
    • Pre-positioning “homework” and post-positioning alignment strategies

Extras from Gurulocity include both real and fictional case studies that bring concepts to life, real-time group creation and practice with instructor feedback, and best-practice templates and worksheets to put to immediate use in your business.

Example Full-day Workshop Schedule

9am-12pm Workshop Session Part 1
12-1pm        Lunch
1-4pm         Workshop Session Part 2
4pm            Workshop Ends

Onsite Workshop Tuition

A full-day workshop may cost anywhere from $6,000 to $20,000 depending on the level of customization and number of attendees. Custom quotes are provided upon request.

Tuition includes content customization based on your category/industry, instructor fees and workshop handouts/materials. Instructor travel is billed separately at cost. Food/drink during the workshop is the responsibility of the client.

Enrollment Deadline

Please speak with a company representative as soon as possible to ensure availability of your preferred workshop date.

Meet Your Instructor

Kevin Namaky is the Chief Executive Offer of the Gurulocity Brand Management Institute. During his 20 years as a Brand & Innovation Director and as SVP Head of Strategy at a global brand strategy and innovation consulting firm, he created billions in new value for companies through winning strategic plans, new product innovation, and compelling marketing campaigns. A trained educator, he's taught in classrooms, workshops, conferences and boardrooms.

Kevin created winning brand strategies, innovation, and training sessions for numerous companies including Scotts Miracle-Gro, Procter & Gamble, Kraft, Bolthouse Farms, Kimberly-Clark, Formica, Gorilla Brands, Ubisoft and Nestlé. Kevin is also a featured instructor for the American Marketing Association, lectures at the Indiana University Kelley School of Business, and has been featured in Ad Age, Forbes, Fast Company and the CMO Council.

What Others Say

Kevin's ability to translate complexity into simple, easy-to-understand strategy was a huge asset to our team.VP/General Manager, Scotts Miracle-Gro
This was a great day. 10 out of 10!Marketing Director, Bolthouse Farms
Kevin is a collaborator and true business partner. I am incredibly thankful for how Kevin helped the Poise and Depend brand teams. Highly recommended.Marketing Director, Kimberly-Clark
I thoroughly enjoyed this training. Kevin provided great outlines and ideas that I will take back to work and incorporate into our business. He nailed it. Great class!Assistant Marketing Manager, Formica


Email ( or call (+1.513.659.2243) to start the discussion. Or simply fill out the form below.

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