Are you launching or already marketing a product and/or service offering, and want to make it more desirable by integrating it into a strong, unique brand proposition? Develop your brand to meet the challenges of your target and market, and identify promising opportunities to which you can respond in a coherent and desirable way.

This session is structured around two days, one week apart, to practice the fundamentals of brand strategy, exchange ideas and work concretely on your case. At the end of the 2 days, you'll have the tools, reading grids and reflexes you need to manage your brand and its offering over time.

Objectives
- Understand the major brand issues (target/s, market, positioning, offering), and have the tools to respond to them
- Identify your target/s
- Know how to capitalize on your strengths to build your brand
- Develop a product and/or service offering that is consistent with your target, brand and market.

Contents
Sessions are organized around case presentations and practical work, in groups and individually.

Day 1: Determining your strategic framework
- The target(s): understanding and identifying your different target types, understanding their motivations, seeing through their eyes
- The market: defining your scope of action, knowing how to identify your direct and indirect competitors with analysis grids that can be adapted to your business, understanding how trends impact the market and the target(s)
- The product/service offering: analyzing the salient elements of your offering, the most promising and relevant to your target and your market.
At the end of the day, participants will have one week to start implementing these principles in their own business.

Day 2: Working on your brand platform
- Feedback on individual work following Day 1
- The brand platform: principles, inspiring case studies and putting your own brand into practice
- Portfolio structuring: how the brand helps prioritize, organize and manage your current and future product/service offering


Target audience
Craftsmen, entrepreneurs and business leaders in the design, fashion and arts and crafts industries who want to give their business a boost AND/OR
mature project owners who want to consolidate their marketing approach.


Together, Camilla Guimard and Julia Dunis Majouletsupport brands and players in the fashion, luxury and cultural sectors in their marketing strategy and implementation.
Practicing their professions separately and together, they bring a complementary perspective to their customers. They are currently working with Ladbroke Hall, London's new arts and culture scene.

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Camilla Guimard is a Brand Strategist; after a ten-year career as a strategic planner in
communication agencies (Publicis, Y&R) and then as a marketing and socio-cultural trends expert in a consultancy firm (Kantar), she developed her own brand strategy consulting business
10 years ago. Camilla works with numerous players in the design, fashion and luxury sectors on repositioning projects, structuring offerings and understanding the market. She has led projects for IKEA, Calvin Klein, Dr Martens, Cartier and Chanel, among others.

Julia Dunis Majoulet has 20 years' experience in brand management and consulting. Her corporate experience includes positions with LVMH, Kantar and Cadbury Schweppes, as well as co-founding and running a marketing consultancy. Her core expertise is strategic marketing and development: energizing teams and projects to develop businesses and brands with high creative stakes - an activity she now carries out on her own.
In recent years, Julia has supported the launch of Nona Source and Heristoria at LVMH, or the development
of the Prélude collection, designed by Kévin Germanier, for LVMH; she has also worked for the haute horlogerie brand Ulysse Nardin. Julia is involved in an artist mentoring program.

Register at

Register at

Following your registration, you will receive an e-mail confirming that your request has been taken into account. You will receive an invitation to attend a few days before the course.

Please inform us as soon as possible if you are no longer available. Attention, any cancellation less than 4 days before the training will be charged.

We reserve the right to cancel the course if there are not enough participants.

Prices: €90 or €50 for those on minimum social benefits and students.

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