Close the Brand Gap: Effectively integrating brand strategy and brand design

The brand strategy is well thought out, the design distinctive and differentiating. And yet, the result fails to work in the market. For example, because the priorities defined in the positioning have shifted in the brand design. Or because customer interests have not been sufficiently taken into account. → Brand gaps arise when brand strategy and brand design are not effectively interlinked. Brand Design & Strategy: What you’ll learn in the webinar The PAGE webinar “Close the Brand Gap” equips you with the skills to develop and manage brands in a focused, coherent, and meaningful way. Over two consecutive mornings, brand expert Bettina Knoth explores—together with you—the critical touchpoints at the intersection of brand design and brand strategy from the perspectives of purpose, culture, and customer, which are key to sustainable value creation. She also sheds light on the role AI can play in this process. Worst-case and best-practice examples provide a framework, while toolkits support independent, hands-on application.

Day 1: 9:00–12:30

Day 2: 9:00–13:30 Agenda: 3 sprints to avoid brand gaps

• Purpose & Design --> “Meaning” that creates value. Purpose and social responsibility: how relevant are they to brand strength and value creation? You will learn how to identify a brand’s relevant purpose, the level at which it needs to operate, and how design can become its catalyst.