• Unconscious Biases in Marketers
• Some Key Statistics on Inclusion and Diversity
• Myths of Inclusive Marketing
• What is Inclusive Marketing? (Definition + Example)
• 5 tips to Get Started
• Wrap up with Case Studies and Q&A.

Teacher: Hamza Ouamari

Building a brand purpose or positioning in these accelerating times, where consumer behavior changes every second, is only possible when you are on top of changing consumers needs today and tomorrow. It’s more important than ever to understand the zeitgeist and cultural signals that will make your brand stick with new and existing audiences. Our workshop starts here, with helping you define which signals can help build a long-lasting brand positioning. Next we’ll explain(and train) you the tools and framework to help build a strong – and internally supported- brand purpose for the next coming years; adaptable and flexible, for small and big brands. 

• the ins and outs of a strong brand positioning and best cases
• how to analyse and explore human and societal trend signals as the starting point of a strong purpose
• how to build a strong brand purpose & strategy in these accelerating times ( for small and big brands)
• how to get an internal supporting base to live up to it 
• How to strengthen brand loyalty with new and existing customers

Teacher: Kristel Vanderlinden

For Be Meaningfully Different, the key question to ask is how Meaningful and Different your brand is, relative to your competitors:

Brands that are Meaningful but lacking Difference need to find ways to stand
apart. They are likely to be successfully meeting broad category needs today, but by cultivating perceived, relative difference on things that matter, could build stronger predisposition.

Brands that are different but lacking in Meaningful need to break through the ‘growth ceiling’ by broadening the scale of their appeal and avoiding becoming too niche or specialist.

Brands that lack both Meaningful and Different perceptions might require more-revolutionary change. Sometimes these are new brands not disrupting enough to grow. Or they could be one-time leader brands that lost relevance and edge. Either way, a thorough diagnosis is the next key action.

Brands that are already Meaningfully Different can move forward to the first growth accelerator: although maintaining Meaningful Difference matters, there are more important next big questions for the brand to ask.

Teacher: Arnaud Tasiaux