Nestlé University Catalogue (January to December 2014) | Page 31

Creating Engaging Brand Experiences: Brand Engagement Pilot 1 (Ultimate Brief) Workshop (By Request) Course Description: The Ultimate Brief is the first step of the Brand Engagement Pilot (BEP) journey towards attractive and impactful communication. BEP is the Nestlé Way of developing communication. It is a framework to help develop effective consumer communications based on big ideas that are campaignable across all media. At this workshop a selected group of marketers and partners collaboratively develop an Ultimate Brief based on draft inputs. The key output is an inspiring Ultimate Brief including the definition of your brand’s Ownable Brand Idea (OBI). Tools are used to help build and stretch the team’s thinking. Who is this course for? Marketing, Communication Partners including creative, media, digital and packaging, Consumer and Shopper Insight Managers, CCSD. How long is the course? This is a 1-day course. What should I expect? By the end of the course you will be able to: • Understand your brand’s communication direction more deeply and completely. • Progress in the BEP journey with an aligned team. • Leverage a Ultimate Brief (to develop a Big Idea) that is precise, concise and strategy. Pre-course work Meet with your Line Manager to gain Leader endorsement on the workshop and the inputs below Request BEP 1 Preparation Guide which outlines pre-work required including: • Consumer Portrait, Brand Essence, Consumer Insight, Competitive Landscape • Brand Dashboard, Consumer Engagement Funnel Post-course work Meet with your Line Manager to discuss and review: • How to support the Big Idea development (led by Creative Agency). • Where you need to focus to further strengthen your Ultimate Brief How much does it cost: There is no charge for this course. For further information or to register for this training, please contact: [email protected] or [email protected] When is this course running? Workshops are organized as needed for teams who are ready to develop an Ultimate Brief using all the BBNW tools. It must be initiated by the Marketing Manager of the brand.