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If your customer can live without you, eventually they will. A statistic offers all the evidence needed to back up this dire fact: 89 percent of companies that were in the Fortune 500 60 years ago are now gone.

In the Brand Transformation Workshop, experts from The Blake Project help brands in critical moments of change to define and analyze disruptive problems, identify and map opportunities and build the strategic infrastructure that is necessary to shape the future they strive for.

In this comprehensive strategic day tailored to a customer brand, we first share the new context in which brands have to compete and the requirements for brand relevance in an age of upheaval.

What follows is a series of highly moderated, consensus-building team exercises where we will focus on:

• Identification, analysis and selection of the target groups of the brand, the competitive reference and the most important customer benefits (functional, emotional, eventful and self-expressive).
• Assessment of the brand’s internal and external strengths, weaknesses, opportunities and risks.
• Develop and / or refine the brand’s unique value proposition. Make sure your brand is differentiated in its market, has selected the strongest benefits, and has developed the evidence and “reasons to believe” for those benefits.
• Define the future state of the brand and its path to relevance.

Highly interactive and designed to challenge assumptions, this workshop takes participants on search trips to make new and optimistic decisions about their competitive future.

The Blake Project provides behavioral and trend forecasting data specific to your brand to aid the process.

The Brand Transformation Workshop is carried out ONLINE and worldwide at a location of your choice and is aimed at 8-15 important stakeholders.

The result is a decision document that includes the following key elements: target customer, SWOT analysis, unique value proposition, and future state.

The results of The Blake Project’s Brand Transformation Workshop are proving to be crucial for emerging, regional, national and global B2C and B2B brands in:

• Expand or create relevance
• Navigate from where your brand is now to where it needs to go
• Understand the new normal
• Gaining clarity and confidence in the strategic direction of your brand
• Responding to threats to competition and market disruptions
• Perception that the value of your product or service is high and unique
• Gaining consensus among stakeholders about what the brand stands for today and what it will look like in the future
• Aligning the brand culture to a new strategic direction
• Define and articulate competitive value
• Management of internal and external communication in order to stay on the brand

The Brand Transformation Workshop helps companies and brands to secure a place in the future. It is jointly run by Geoff Colon and Derrick Daye.

Please email us to learn more about how this strategic workshop can help your leadership team identify, understand, and control the disruptive forces ahead of you.

Branding Strategy Insider is a service from The Blake Project: A strategic brand consultancy specializing in brand research, brand strategy, brand licensing and branding