Brand Positioning: Learn how to position a brand in just 2 days.

Article Number: 701

Brand Positioning Training
(2 days)

Transform your approach to brand strategy with our BRAND POSITIONING training. Over two days, this interactive training will empower you to define a brand’s DNA, define the target consumer, uncover consumer insights, articulate benefits, and craft a compelling positioning framework. Learn how to build strategies that connect with consumers, differentiate in competitive markets, and establish long-term relevance.

€8.291,40 (excl. VAT)

BRAND POSITIONING TRAINING – 2 DAYS

OVERVIEW

THIS IS WHAT YOU COULD GAIN

Mastering brand positioning can significantly enhance brand relevance, improve consumer connections, and ultimately generate more revenue. Empower your team to create actionable strategies that lead to sustained growth.

Why You Should Invest In A Brand Positioning Training:

Brand Differentiation: Brands with a strong positioning are more likely to outperform competitors in gaining market share.
Faster Strategy Execution: Teams trained in positioning strategies can implement brand initiatives more efficiently, leading to quicker market responsiveness.
Stronger Brand Relevance: Implementing clear positioning frameworks enhances brand relevance, making your brand more compelling in competitive markets.
Maximise Marketing ROI: Clear and strategic brand positioning amplifies marketing effectiveness.
Empowered Teams: Teams educated in brand strategy are better equipped to develop effective campaigns that achieve measurable outcomes.
Consumer Connection: Effective positioning frameworks strengthen consumer connections, fostering increased brand loyalty.
Long-Term Growth:Teams with advanced brand positioning skills can deliver higher returns on marketing investments, contributing to sustained business growth.
Opportunity Cost:Without skilled teams, you risk losing up to 20% of potential market share to competitors with sharper positioning strategies.

Note on Claims and Sources ∨

THIS IS WHAT YOU COULD GAIN

Mastering brand positioning can significantly enhance brand relevance, improve consumer connections, and ultimately generate more revenue. Empower your team to create
actionable strategies that lead to sustained growth.

WHY YOU SHOULD INVEST IN A BRAND POSITIONING TRAINING:

Brand Differentiation: Brands with a strong positioning are more likely to outperform competitors in gaining market share.
Faster Strategy Execution: Teams trained in positioning strategies can implement brand initiatives more efficiently, leading to quicker market responsiveness.
Stronger Brand Relevance: Implementing clear positioning frameworks enhances brand relevance, making your brand more compelling in competitive markets.
Maximise Marketing ROI: Clear and strategic brand positioning amplifies marketing effectiveness.
Empowered Teams: Teams educated in brand strategy are better equipped to develop effective campaigns that achieve measurable outcomes.
Consumer Connection: Effective positioning frameworks strengthen consumer connections, fostering increased brand loyalty.
Long-Term Growth: Teams with advanced brand positioning skills can deliver higher returns on marketing investments, contributing to sustained business growth.
Opportunity Cost: Without skilled teams, you risk losing up to 20% of potential market share to competitors with sharper positioning strategies.

References

Keller, K. L., 2010, “Managing Brand Performance: Aligning Positioning, Execution, and Experience.
Blankson, C., and Kalafatis, S. P., 2007, “Positioning Strategies in Business Markets.”
Saeed, R., 2021, “Impact of Brand Positioning Strategies on Consumer Standpoint.”
Kantar, 2022, “How the power of consumer connection drives success.”
Kantar, 2024, “Analysis of 6.5 Billion Consumer Datapoints Reveals the Three Rules of Brand Growth.”
Kantar, 2022, “Brand Purpose & Positioning”
Kantar, “Modern marketing dilemmas: How can you prove marketing adds value to your brand?”
McKinsey & Company, “Performance branding and how it is reinventing marketing ROI.”
McKinsey & Company, “Better branding”

Why Us?

100% focus on training and coaching

We act as a “missing link” that closes the gap between theory and practice.

100% independent

We’ve experienced the challenges ourselves

We’re practitioners and love to “do”

We can look back on a successful track record of powerful projects

We recruit experts with at least 10 years of experience on the corporate side of the FMCG sector

We combine our expertise with coaching elements

Our set-up is lean and agile

Fair and transparent pricing

We’ll build up your competence & expertise along the training

THIS IS WHAT YOU WILL LEARN

In our two-days BRAND POSITIONING training, you will learn how to build a powerful and distinctive positioning for a brand, focusing on:

Brand DNA: the values of a brand based on its heritage and strengths
Brand Belief: the fundamental belief of a brand
Target Consumer: the aspirational target audience
Consumer Insight: the needs and motivations of consumers
Brand Benefits: the benefits the brand can deliver
Reasons to Believe: the credibility and proof points of brand claims
Brand Role: the meaningful role the brand can play in consumers’ lives
Brand Essence: the essence of what the brand stands for

In this training, we’ll cover the following scope:

Finding competitive advantage with brand positioning in the context of a defined market.
Exploring how a brand can be meaningful and impactful for consumers in its portfolio context.
Understanding a brand’s role within a defined consumer segment.
Defining a brand’s target group and uncovering insights into their needs and motivations.
Crafting a key consumer insight essential to brand positioning.
Outlining the brand benefits that resonate with consumers.
Building credibility through reasons to believe.
Establishing a clear and compelling positioning statement.
Summarising the brand’s role and essence.

EXEMPLARY TRAINING AGENDA

DAY 1 – THE CONSUMER PART

09:00 – 10:30

Introduction & Foundations

Welcome

Introduction to the brand positioning concept

10:30 – 10:45

Coffee Break

10:45 – 12:00

Defining the Target Consumer

Exploring consumer demographics, psychographics, and behavioural patterns

Understanding aspirational target audiences and their needs
Volume target definition

12:00 – 13:00

Lunch Break

13:00 – 15:30

Key Consumer Insight

Identifying key consumer motivations and pain points

Articulating meaningful consumer insights that drive brand relevance

15:30 – 15:45

Coffee Break

15:45 – 17:00

Case Study: Applying the Concept

Practice session based on a case study

Summary and Q&A

DAY 2 – THE BRAND PART

09:00 – 10:30

Building the Brand DNA & Brand Belief

Identifying values and proof points

Crafting the brand belief

10:30 – 10:45

Coffee Break

10:45 – 12:00

Defining the Brand Benefits & RTBs

Exploring functional, emotional and social benefits

Identifying the reasons to believe (RTBs), the proof points

12:00 – 13:00

Lunch Break

13:00 – 15:30

Case Study: Applying the Concept

Practice session based on a case study

15:30 – 15:45

Coffee Break

15:45 – 17:00

Bringing It All Together

Defining the brand role and essence

Crafting a cohesive and actionable positioning framework

Summary and Q&A

Please note: The agenda may be adjusted on the day based on the trainer’s approach and session flow.

YOUR LEARNING OUTCOMES

Grasping the principles of brand positioning.
Understanding the consumer and how to define a target group.
Creating consumer insights that drive positioning strategies.
Identifying and articulating a brand’s DNA and belief system.
Crafting differentiation strategies through unique benefits.
Understanding proof points – the reasons to believe – that build brand credibility.
Recognising the role a brand plays in consumers’ lives.
How to apply these concepts in practice.

Here is an example of how the output will look like.

YOUR LEARNING EXPERIENCE

In our BRAND POSITIONING training, you’ll receive:

Training delivered by a former FMCG executive with 10+ years of experience in the FMCG sector.
Deep insights into the approaches of FMCG players.
First-hand industry knowledge from a former FMCG professional.
Insights into psychological brand management principles.
Practical tools and methods used by major FMCG players to bridge the gap between theory and practice.
“Learning by doing” through short practice sessions.
Immediate feedback after each practice session.
A safe space to practise and apply your new skills.
Opportunities for peer learning and reflection.

Please note: Christoph is one of our trainers, but specific trainers may vary on the day of your training depending on availability.

MEET THE TRAINER

His heart beats for brands and people: For Christoph Zoister – marketeer, coach, and strategist – working with and on brands is an adventure that can lead to achieving fantastic goals. Each of these roles is essential on the path to success.

Christoph’s background includes over 10 years of industry experience in strategic and operational marketing in the FMCG sector, with global companies such as Danone and Heineken as well as leading multinational private companies. His expertise, combined with a deep understanding of everyday marketing challenges, forms the foundation of MARK.SENZE Training.

Please note:
Christoph is one of our trainers, but specific trainers may vary on the day of your training depending on availability.

Please note: Christoph is one of our trainers, but specific trainers may vary on the day of your training depending on availability.

WHAT IS INCLUDED IN THE TRAINING

INCLUDED

Two full days of interactive training as outlined in the scope, agenda and learning outcomes.
Access to all training materials.
Transfer of all usage rights of our work to you.
Follow-up support via email for additional questions or clarification.
Expert guidance and the hands-on learning approach of MARK.SENZE.
A well-rounded learning experience bridging the gap between theory and practice.

NOT INCLUDED

Any additional topics outside the training scope.
Any occurring costs for holding the training in person, incl. travelling expenses, venue fees, or catering fees.
Any additional costs should you need amendments to the scope, agenda, materials etc.

THE MARK.SENZE SATISFACTION GUARANTEE

We go the extra mile to deliver great work and to make you happy. In the unlikely event that you shouldn’t be completely satisfied with our work, you can use our Satisfaction Guarantee.

Terms and conditions apply. More information here.

Not exactly the training you were looking for?
For a customised approach, please reach out at training@marksenze.com. We’d be happy to help.

We don’t negotiate prices. Our prices are fixed and fair.

We know that sometimes budgets are tight. That’s why we offer some exciting discount options.

Our whopping discount options

MARK.SENZE believes in a „give-and-take“ mentality.
You can decide freely whether you want to use a discount or not and even what form of discount you’d want to use. Should you decide to use a discount, we only ask you for a small favour in return.

CURIOSITY DEAL

In return for your

Upfront payment

10%

INNOVATOR DEAL

In return for your

Upfront payment, and
Your rating and review of our work.

10% Extra

COMBINATION DEAL

You can benefit of extra 10% discount on top when you commission two projects at the same time.

It is completely up to you whether you chose to use a discount or not – and even what form of discount you’d want to use.

Be honest: Does anybody else offer such whopping options?

Terms and conditions apply.

what People SAY ABOUT THE FOUNDER

“Christoph Zoister is a professional in building up marketing competencies. His ability to equip teams with the necessary expertise for psychological brand management, insight-based innovation management and data-based marketing is exceptional.”

“Christoph Zoister has established a new FMCG marketing approach at Salinen Austria AG and professionalised our marketing in the long term. His strategic and innovative approaches have not only strengthened our market position but have also significantly improved efficiency and effectiveness."

“Through his expertise, Christoph Zoister has significantly advanced our marketing team and established effective brand management in the spirit of a true FMCG company. He knows how to create structures and build competencies that enable sustainable growth and long-term brand success."

“Thanks to his 'doer mentality,' Christoph Zoister can effortlessly switch between developing visions or setting strategies and executing business objectives. I especially appreciate that he has always struck a healthy balance between understanding business realities and consistently safeguarding strategic brand interests."

“Christoph Zoister possesses exceptional expertise in brand management and strategy. I am impressed by his ability to strategically build marketing competencies and drive sustainable brand development. His empathy and sensitivity to interpersonal dynamics are an asset to any team and company."

“With a unique ability to transform data-driven analyses into concrete, actionable strategies, Christoph Zoister has taken our projects to the next level. Whether in strategic decision-making or operational execution, Christoph consistently delivers results that yield measurable success."

About Us

MARK.SENZE TRAINING partners with you to strengthen your brand builders. Our psychological brand management approach places people at the heart of every decision—and so do we. We believe that brands can only grow as far as the skills of the people behind them. From enhancing expertise in brand management and strategy to coaching teams in innovation practices, we offer tailored expert training programs that empower growth.

MARK.SENZE is an independent Brand & Strategy Institute founded by Christoph Zoister. With over a decade of experience in strategic and operational roles at global FMCG leaders like Danone and Heineken, as well as multinational private companies, Christoph’s expertise and deep understanding of everyday business challenges form the foundation of MARK.SENZE.

We’re not dusty consultants or theorists: We’ve been in your shoes and faced the same challenges firsthand—on the industry side. That’s why we deliver solutions that work in practice, not just on paper. With MARK.SENZE, you’re not experimenting with interesting theories; you’re implementing a set of proven practices.

Find out more about MARK.SENZE TRAINING here.