Successful telecoms brands understand that products and brands combine to drive organizational performance. However, there can be a tendency for telecoms brands to focus on functional features when considering competitive strategy. The result? Inadequate customer focus, a functional value proposition, limited emotional relevance, confused brand positioning, profit margin pressure, and ultimately disappointing financial performance.

The three days are structured around a proprietary “Product Strategy and Brand Building Canvas^TM. The Canvas^TM is a robust management tool that takes telecoms professionals, step by step, through the process of launching and marketing products combined with robust brand-building methodologies.

Within the context of the Canvas, each session follows a three-step process:

• Input: The Trainer will introduce relevant tools and techniques in addition to illustrative case studies
• Application: The tools/templates introduced during the input stage will be applied to a specific product via group work
• Discussion: Facilitated group-based discussion will provide your team with an opportunity to share the application of the tools/templates (steps 1 and 2) ideas with the wider group.

This interactive approach gives you the chance to apply the knowledge you acquire in the context of your organisation while having an opportunity to discuss emerging issues with colleagues and receive feedback from our Expert Trainer.

Understanding how statistical techniques can be used to reduce the risk associated with product strategy and brand building is a common thread that runs through the training. You do not need prior statistical experience to understand these methods. The focus will be on practical application and understanding so participants can add statistical science to their product strategy and brand building endeavors.

• Structure your thoughts by applying the Product Strategy and Brand Building Canvas^TM
• Know how to launch telecoms products your customers don’t know they currently need, just yet
• Proactively manage your telecoms product portfolio to increase customer lifetime value through cross-selling and up-selling
• Use service design tools to deliver customer insights that facilitate the delivery of more relevant products and brand experiences
• Articulate your product’s value proposition in a concise and compact statement
• Manage the product throughout its entire lifecycle more effectively (e.g. idea, development, launch, growth, maturity, replacement)
• Optimise the management of telecoms products which are at different product life cycle stages through portfolio analysis
• Understand why successful telecoms brands compete on value and feelings, not price and product features
• Appreciate why telecoms brands that focus on the experiential component of the product win in today’s markets
• Understand how advanced statistical techniques can reduce product strategy and brand building risk
• Understand the internal and external factors that drive successful product commercialisation and brand building in the telecoms sector
• Dovetail your work with other marketing activities and operational activities to facilitate a more collaborative and holistic approach to product strategy and brand building
• Help your colleagues understand the merits of competing primarily through value, emotion, and brands – not price, function, and products.
• Apply a range of practical product strategy marketing and brand building tools/templates in the context of your telecoms organisation