Become a Strategic Marketing Leader

Goal

At the end of this welcome segment, you should understand why this program matters and how you can get the best result from it! Get pumped!

• Your First Step: Why MtBA and Why Brand Matters

• Your Resources: The Strategy Vault, Master Template, The Brand Strategy Guide, Master Glossary and Custom GPT List

Goal

At the end of this module, you should be able to understand the strategic role of branding in medtech and apply key branding principles.

Lessons

• Lesson One: Brand and Branding 101

  • The definition of brand and branding, plus the critical mindset shift you need to make

• Lesson Two: The First Principles of Branding

  • Learn the SPARK framework

• Lesson Three: Brand Strategy Basics

  • What a strategic marketing leader must know about brand strategy

• Lesson Four: Rebranding

  • How to think about rebrands and the 6-steps of rebranding

• Lesson Five: Case Study Part A (Setting the scene)

• Lesson Six: Case Study Part B (Strategy and results)

Resources

• Master Glossary

• Case Study (Part A and Part B))

Goal

At the end of this module, you should be able to develop a strong, differentiated positioning strategy (for your product and/or company) based on market research and competitive analysis.

Lessons

• Lesson One: The Key to Positioning

  • What is positioning and why it's one of the most important concepts in branding

• Lesson Two: The 4Cs of RAD Positioning

  • The RAD positioning framework and a helpful exercise

• Lesson Three: Common Positioning Territories

  • The most common positioning territories in medtech

• Lesson Four: The Positioning Statement

  • The craft of crafting a winning positioning statement

Resources

• Template: Positioning exercises and positioning statement framework

• Examples: Positioning statements

• List of interview questions

• MtBA GPT: Positioning Statement Coach

Goal

At the end of this module, you should be able to design a scalable brand architecture that accommodates product portfolios, acquisitions, and market growth. 

Lessons

• Lesson One:The Brand Architecture Spectrum

  • What is the spectrum and the ONE thing to always keep in mind

• Lesson Two:Top Architecture Issues in Medtech

  • Know the main challenges and strategies to solve them

• Lesson Three: Brand Architecture Tools

  • The three most important tools in the strategy toolkit for architecture

• Lesson Four: Case Study A (Setting the Scene)

• Lesson Five: Case Study B (Strategy and Results)

Resources

• Template: Architecture tools and frameworks

• Examples: Different brand architectures

• Case Study (Part A, Part B, and questions for discussion)

Goal

At the end of this module, you should be able to define and apply a brand personality and archetype that aligns with strategic objectives.

Lessons

• Lesson One:Brand Personality

  • Why your company/ product needs a personality

• Lesson Two: Brand Archetypes

  • What are archetypes and how to leverage it

• Lesson Three: Applying Archetypes and Attributes

  • How to bring your strategy to life (tips and watchouts)

• Lesson Four: Brand Essence

  • Distilling the strategy down to one phrase

Resources

• Template: Archetype exercises and 1-2-3 framework

• Examples: Archetypal write ups and attributes

• MtBA GPT: Brand Essence Creator

Goal

At the end of this module, you should be able to develop a brand’s creative strategy and ensure visual, verbal, and experiential consistency.

Lessons

• Lesson One: Creativity and Value

  • Why creativity is linked to value and what it means for brand builders

• Lesson Two: What is a Creative Platform

  • The one framework you need to understand

• Lesson Three: Visual Brand Language

  • How to use visuals to your advantage

• Lesson Four: Verbal Brand Language

  • The integration of voice, story, taglines, and values

• Lesson Five: Experiential Brand Language

  • The power of signature brand experiences

• Lesson Six: Working Within Brand Guidelines

  • How to make them work for you

• Lesson Seven: Creative Campaign

  • Breaking down what is a creative campaign and the brief

• BONUS Lesson: Naming

  • A quick and basic rundown on how to name anything

Resources

• Template: Voice, story, and creative brief template

• Examples: Creative briefs behind some campaigns

• MtBA GPT: Creative Brief Coach

Goal

At the end of this module, you should be able to plan and execute a brand activation strategy using PESO (Paid, Earned, Shared, Owned) marketing principles.

Lessons

• Lesson One: Brand Activation Strategy and Planning

  • The 5-point activation strategy and 3 planning frameworks

• Lesson Two: Brand Performance

  • Measurement planning and metrics

•  Lesson Three: Brand Systems

  • How to maintain and optimize the brand overtime

• Lesson Four: Case Study A (Setting the Scene)

• Lesson Five: Case Study B (Strategy and Results)

Resources

• Template: Activation strategy and planning frameworks

• Examples: Activation strategy and planning frameworks of some campaigns

• Case Study (Part A, Part B)

Goal

At the end of this module, you should be able apply what you've learned so far to products.

Lessons

• Lesson One: Product Branding Tips

  • Three tips to launching Medtech product brands

• Lesson Two: Product Marketecture

  • The secret to communicating what people buy (not what you sell)

• Lesson Three: The Technology/ Ingredient Brand

  • How to build equity around a differentiating IP

Resources

• Examples: Marketecture

Goal

At the end of this module, you should be able to develop a corporate brand that fosters trust, credibility, and strong internal culture.

Lessons

• Lesson One: The Company Brand

  • How to think about the company brand vs. the product brand

• Lesson Two: Purpose, Vision, and Mission

  • What are they and how to put them together

• Lesson Three: Values and Behaviors

  • Definitions, the process, and the best way to communicate them

• Lesson Four: The Six Elements of Corporate Culture

  • The different ways to cultivate culture

Resources

• Examples: Strong core statements and behaviors

• Template: Purpose, Mission, Vision exercises and corporate culture planning

Goal

At the end of this module, you should be able to effectively evaluate, lead, and collaborate with agencies to build a winning brand.

Lessons

• Lesson One: How Agencies Work

  • Basic business models and truths about working with agencies

• Lesson Two: The Right Fit

  • The five dimensions of fit

• Lesson Three: Leading Your Agency

  • The ten commandments of agency leadership

Resources

• Agency Selection Checklist