Session 1. Creating Brand Purpose and Brand Value in an accelerating world

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

Session 2. Regenerative Marketing

• Move from building brands through myths to building brands based on utopia; 
• Understand how transparency, regeneration, abundance, and community are the new key building blocks for future-fit branding;
• Move from sustainability and mainstream purpose to a regenerative mindset. 
• See the full potential of a brand as a leadership tool and value driver.

Teacher: Aurelia Petrov 

Session 3. Inclusive Marketing Leadership

• Be aware of bias, identify the pitfalls & the impact on your team.
• Learn why D&I is a crucial part of your marketing process.
• How to avoid brand back lash or inclusivity- washing.
• How to become an inclusive leader in I&D and how to inspire your organisation and marketing to become I&D leaders too.
• Using assessment tools to test your ideas, create a healthy work environment and tackle differences in your team.

Teacher: Soraya Hayani, Ecotone

Session 1. Putting the customer in the centre of innovation

The word “innovation” is both fascinating and aspirational for all businesses. It can also be scary for what it requires in terms of technology and investments. We will try to demystify the word itself and look into the only innovation that makes sense for your organisation: the one that delivers customer (or co-worker) value. We will discuss tools, tips and good and maybe less good practises. And we will experiment with some easy co-creation techniques that can get you started in a very simple way.

 Key learning objectives i.e. after this session you will be able to:

1. define the type of innovation most needed for your organisation
2. understand the basic steps of an innovation process and some dos and don’ts
3. build a starter’s kit of tools and techniques from which to start

Teacher: Steven De Smet

Session 2. From product innovation to business model innovation: tools to shape successful execution

Did you know that Nestlé had already patented Nespresso capsules more than 10 years before revolutionizing the coffee market….? What made Patagonia truly innovative when they started selling sustainable outdoor clothing?

The success of those 2 (very different) companies does not lie in a product only but in the innovative business model each of them was able to  implement. Those 2 examples show how important – and sometimes difficult - it is  to think beyond product in order to launch impactful innovations.

In this session, based on the widely adopted Strategyzer innovation tools and methodology (strategyzer.com), you will discover how to design, share and challenge the business model around your product or service in order to build a 100% aligned and coherent execution plan.

Key learnings:

• Map the business model around your innovation and align strategy and execution 
• Think beyond product and challenge your business model based on inspirational benchmarks in order to build a well-rounded customer experience 
• Initiate an agile innovation plan

Teacher: Sarah Godard

Session 3. Design thinking tools in practice

Design thinking is a non-linear, iterative process that teams use to understand users, challenge assumptions, redefine problems and create innovative solutions to prototype and test. It is most useful to tackle ill-defined or unknown problems and involves five phases: Empathize, Define, Ideate, Prototype and Test.

Design Thinking focuses on the specific needs and requirements of the end-user or consumer, rather than those of the project team. This outside-in rather than inside-out approach leads to unexpected and innovative solutions for the product, service or business model.

You will discover the methodology, and experience its practical steps with your peers. 

Key learning objectives i.e. after this session you will be able to:

• Learn and practice the core concepts of design thinking
• Gain techniques to better understand the social, emotional, and physical needs of your customers.
• Apply methods that will help you turn your customer needs into human-centered solutions.
• Use ideation techniques to quickly generate, develop, and test new ideas.
• De-risk your new ideas by gaining feedback through rapid prototypes.
• Start using the techniques directly with your teams.

Teacher: Laurent Mikolajczak

Session 1. Behavioural science for sustainability

How to (really) change people’s behaviours for sustainable outcomes? Description Many people assume that creating emotions about or driving awareness of sustainability issues leads to behaviour change. If only it was that simple… Despite good intentions, people often face contextual, internal or social barriers, and overcoming these barriers is essential to get people to behave sustainably. This session will give you an overview of how behavioural science can help you understand and influence people’s sustainable behaviours — with examples from various sectors, including mobility, energy and food. 

By the end of the session, you will understand: 

1. The psychology of sustainable behaviours 
2. Why it takes more than ‘communications’ to change behaviours 
3. What broader, evidence-based approach should be used instead

Teacher: Fred Dorsimont

Session 2. Engagement in collaboration

The big challenge: how to help consumers with conscious choices and realise real impact on consumer behaviour.

This part of the course is all about the why and how around conscious consumption and behaviour change. A real use case will be used to show all the steps, conditions and means necessary to realise this.

Learning objectives: In this part you will learn:

• Why collaboration across the supply chain and cross functional is so essential? 
• The role of marketing and marketeers to make sustainability relevant, tangible, understandable, impactful.
• The role of brand awareness and brand activation. 
• The role of creating a high level of trust. 
• Last but not least: why changing consumer behaviour is hard work.

Teacher: Veerle Poppe

Session 3. Content & Community Building 

TBC

Teacher: Bart Lombaerts

Session 1. Data-Driven Marketing: Unlocking (Gen)AI for Real-World Results

• Setting the Context (10 min)
  • 1. Introduction
  • 2. Background & Context
  • 3. Marketer’s insights & needs
• Exploring the art of the possible (15 min)
  • AI & Gen AI in Marketing
  • Platform, Data, Ecosystem 
  • Inspiration cases & real world examples 
• Value Creation through practical exercises (with IBM powered workshop tools) (1h 10 min)
  • Ideate
  • Map opportunities to impact 
  • Prioritize 
  • Playback 
• Take aways / QA (10 min) 

Key Learnings:

• Learn core terminology around data and (Gen)AI capabilities and key considerations relevant to marketing  (with pragmatic examples) 
• Understand main value drivers, use cases and detractors when leveraging GenAI capabilities 
• Risk and mitigation tactics when applying (Gen)AI capabilities in marketing use cases 
• Learn to identify areas of opportunity and prioritize initiatives on overall viability and value add 
• Guidance on how to embed newly found capabilities and identify use cases for day to day efficiency gain

Teacher: Oana Maria Camenita & Sofia Natal - IBM

Session 2. Privacy by Design 

In an interconnected world, trust & reciprocity are not enough anymore to guarantee the protection of consumer data. Measures have to be taken to ensure privacy from the conception of a project onwards. You will learn how to implement the “Privacy by design” concept.

Key learning objectives i.e. after this session you will be able to:

1. Understand the evolution of Privacy Management
2. Understand the 7 principles of “Privacy by design”
3. Test your compliance with a checklist

Teacher: Florent Diverchy

Session 3. Using MarTech: delight or frustration?

Technology can help to serve the customer better and to build and to strengthen the relationship between customers and brands. I This technology is commonly known as MarTech.

In the digital age, the number of MarTech vendors is exploding, both internationally and nationally.

you will learn how to understand the MarTech landscape beyond the speeches of the vendors; how to determine your needs, using an assessment tool, and how to find the technology that will best meet those needs.

You will learn where to start, which pitfalls to avoid and how to collaborate with these MarTech vendors. 

After this session you will be able to:

1. Determine your needs
2. Identify the MarTech actors who can help you
3. Understand the pitfalls when implementing MarTech solutions
4. Establish a successful collaboration with MarTech suppliers
5. Set priorities for implementation

Teacher: Ken Borremans

Session 1. Marketing: Strategies for Seamless Customer Experience 

In the ever-evolving digital era, mastering the art of omnichannel marketing is essential for businesses striving to enhance customer engagement and accelerate growth. This in-depth training session aims to equip participants with the essential knowledge and skills to navigate the complexities of creating a mixed experience customer journey. We'll explore how to blend various channels and touchpoints into a cohesive, unified customer experience, ensuring your brand delivers a consistent message and meets customers where they are.

Outcomes: Participants will leave this session with a deep understanding of how to create and implement a successful omnichannel marketing strategy that emphasizes a mixed experience journey. Equipped with practical tools and insights, attendees will be ready to transform their marketing approach, optimize customer engagement, and seamlessly expand their market reach.

Embrace the opportunity to revolutionize your marketing strategy by mastering the principles of mixed experience omnichannel marketing.

Teacher: Cédric Cauderlier

Session 2. Cracking the code: Harnessing Category thinking for Success

Session 3. Sales strategy and creating selling story

The focus will be on the different steps of the Sales Strategy journey. From analysing the current situations, the Ideal Customer profile, to the definition of a Sales Vision; the importance of relevant objectives setting and the sales strategy initiatives to become a high achieving company and win with customers. Finaly, customer engagement strategy will be a key point to fuel the virtuous sales circle.

The selling Story part will be the opportunity to understand how to build a strong value proposition, have a deep customer understanding to feed customer needs and become customer centric.  

Training Objectives:

• Understand why and how a Sales Strategy is the key partner of the Marketing Strategy.
• Bring customer satisfaction as a growth driver.
• Build a customer centric Sales Strategy.
• Integrate the selling story components to manage commercial conversation and handle objections.

Teacher: Mathieu Swine