Did you know…
94% of consumers have discontinued communications with a company because of irrelevant promotions or messages (Source: HubSpot).
Consistently presented brands are 3.5x more likely to enjoy excellent brand visibility than those with an inconsistent brand presentation (Source: Demand Metric).
The average increase in revenue attributed to always presenting a brand consistently is 23% (Source: Inc.com)
Get the tools you need to work out your Brand X-Factor and how to make it a marketing success.
In this masterclass, you will share a morning with Flintlock founder Tasha Gladman, Brand Strategist Nick Radley and Copywriter Kerry Betsworth to learn about why brands matter and how they not only drive brand value but absolute commercial value (£££’s).
You will follow a food and drink case study that Flintlock created for a well-known UK brand. Interactive break-out sessions will then help you start a brand strategy to use in all your marketing and communications.
Great brand strategy saves you time, mistakes and money.
Who should attend?
This masterclass is for entrepreneurs, directors and managers who want to learn how to create a differentiated go-to-market position and proposition that will future-proof their brand to help get their businesses growing.
Purchase your ticket
Building an effective brand strategy for food and drink brands
By the end of this masterclass, you will have learnt:
Get clear on what makes your brand different and unique and set a goal on what you want your brand to achieve.
Be able to qualify what your brand exists to do – in a nutshell.
Build the evidence your brand needs to be believable.
Introduction to Brand Strategy – Why Does It Matter?
At Flintlock, we always say a brand can’t be built on shifting sands. In other words, you have to get strongly rooted. And those roots are going to be inherent to your brand strength with your customer and for your future growth. Understanding just what’s at your root will help you see where and how to connect with your audience. And how you, your service, your products, your people (all your touchpoints) can create and deliver the ‘brand’, wherever your consumer meets you.
It has a lot to do. So, it’s best to understand how to ‘land’ your brand in the right place, with the right people, saying the right things.
This is where brand strategy counts.
Making A Plan … What You’ll Learn …
From cows to Co-op, Tasha and Nick will take you on an illuminating journey to help you get ‘sparked’ and learn how to set your brand strategy on a path to success.
This inspiring masterclass will take place across our morning together in three stages:
1. WHY – the best brand’s succeed.
First, we’ll cover the basics to demonstrate that brands are so much more than a logo. Through interactive exercises and discussion you’ll get informed and enlightened on why the most successful brands are so good at making their mark.
2. WHAT – you need to know to succeed.
We’ll then focus on the importance of insight. Sharing ours, we’ll:
- Show you how food brands need to establish their value beyond price and commodity.
- Reveal how people want to relate to brands in rational and emotional ways to buy.
- Illustrate the critical role a brand performs in standing you out from your competition.
So that, in the noisy, busy business of food, how you can understand how best to face those challenges to unlock and define your brand strategy for success and growth.
3. HOW – you can succeed
Finally, using a real-world example for Co-Op foods that Tasha and Nick collaborated on in 2019, you’ll now be given a behind the scenes look at ‘how it’s done’. Following both the creation of the strategy and the creative outcomes, you’ll learn the processes and thinking they went through to get to the answers.
During this section, we’ll be hosting break-out sessions – bringing in our copywriter Kerry – so that you can put your new knowledge into practice and make a start. Using the tools and insight you’ve gained, you will finish the morning ‘sparked’ and be ready to build the cornerstones of your brand.
You will have the opportunity to ask questions throughout. Tasha, Nick and Kerry will be available to take questions at the end of the session.
Your valuable outcomes
Understand your uniqueness
Your brand is unique and now you’ll be able to explicitly and consistently convey this to your target audience to improve your performance.
Getting your goals
Smart goals are the basis towards attaining the success your brand needs and now you know precisely which goals need setting.
Conveying an appropriate brand personality is often tougher than it looks but now you’ve effectively identified what personality will allow your brand to excel.
Seeing is believing
Not every brand is believed by consumers which is why you’ve now honed exactly what you need to do so that your brand is believable.
Meet your speaker
Natasha Gladman, Founder of Flintlock.
Natasha is a highly creative corporate marketer, with an entrepreneurial flair, she has over 30 years’ experience working in FMCG and retail. Tasha has led on innovation, communication, and product development across a breadth of businesses, at both local and international level. She is recognised as an inspiring leader, with huge amounts of energy, who gets the best out of her teams and clients. Her impressive track record of brand turnarounds, delivered through a combination of a compelling vision, new positioning, bold communications, and a clear innovation roadmap includes Unilever, Mars, Findus, Tesco, Hovis and Grant’s. She has acted as the ‘drop-in CMO’ for B&Q and Co-op Food. Her clients also include ambitious upscales and start-ups, most recently Vitaccess, StoryStream and Flylogix, where she and her team actively supporting them to get growing – faster.
Meet your speaker
Kerry Betsworth, Associate at Flintlock, Strategic Copywriter.
Kerry works alongside Tasha to support Spark Workshops and the creation of brand proposition and storylines. Well-versed in the art of putting pen to paper, she has worked with a multifaceted range of clients in both the creative and corporate sectors. She has worked with Tasha on numerous projects – most recently Decathlon, Flylogix, StoryStream and Vitaccess – to bring a distinctive take to any brief that helps clients to pin down and express their vision into the written word. Her approach is to listen carefully, to question clearly and be alert to broader trends, so that the final edit will sound true-to-message and relate to your target market. After a ten year career in PR, marketing and client relations management, she set up as a freelancer in 2003 and has successfully helped her clients to communicate through words ever since.
Meet your speaker
Nick Radley, Flintlock Associate at Flintlock, Lead Brand Strategist.
Nick has worked with Tasha on several projects (Simplyhealth, Denplan and Co-op), and contributes to strategic and communications planning, with his inimitable, engaging and empathetic style. Nick’s career is nearly 25 years old – during which time he has worked in research, brand consultancy and as CSO; developing effective work for brands big and small. His career has seen him flown across the globe and work across a number of famous campaigns, from Guinness to Axa, Bathstore to The Co-op. He’s launched a national retailer and developed new ways of shopping for another. He’s improved the trust of an insurance brand and made milkshake more healthy and appealing to adults. He’s the recipient of multiple awards, including being a double Gold IPA effectiveness award winner.