For many companies and marketing professionals nowadays, multiple challenges are emerging: less and less budget, lack of recognition by management and other stakeholders, failure to prove the value of work or to reach the KPI (and nor to justify it's a fair KPI), and sometimes struggle with how to react to the fast-changing marketing technique environment.
That's why we're hosting this practical training workshop: to go back to the underlying logic of brand marketing and rebuild it in a way that is both strategic and usable in your daily work. Together, we'll unpack three core concepts behind effective branding, learn how to read and apply the brand funnel (and its interaction with the sales funnel), and explore how to design KPIs that truly support—rather than crush—your marketing efforts.
Through frameworks, real examples, and co-creation activities, you'll leave with tools you can immediately apply to your own market, customer segments, and internal reporting. If you want your brand work to be taken seriously by the business—and to feel more confident explaining marketing impact to different stakeholders—this workshop is for you.
工作坊涵盖内容：
- 欢迎和工作坊介绍
- 破冰——互相认识
模块一：品牌营销底层逻辑中的三个基本概念
- 找到>改变
- 可控的/可影响的/不可控的
- 基于市场预设的试验性迭代过程
模块二：品牌漏斗的解读和有效使用
- 品牌漏斗和其迭代模型解读
- 有效使用品牌漏斗的关键因素
- 品牌漏斗与销售漏斗的互动联系
- 各环节营销效用的测量
- 叠加维度的影响：细分市场、客户规模、采购频率
- 共创活动
模块三：市场传播KPI vs 业务发展KPI
-断联的问题出在哪儿？
-KPI是压垮了你还是帮助了你？
-如何设定有效合理的市场传播KPI？
-如何向不同相关方有效解读市场传播KPI
-共创活动