Advanced Strategic Marketing™ (ASM) is a high-level, competitively intense workshop focusing on advanced concepts and strategies in upstream marketing. Case-based major sessions include:

• 1. Shaping Markets and Levers–An intense case-based session looking at four or more global market leaders and how they were able to enter problematic markets. Introduces the unique 6X6 Matrix of Building Market Leaders ©. This allows participants to understand implications for their own brands.

• 2. Competitive Analysis–New approaches to competitive portfolio management and creating a competitive culture, using APPLES © methodology. Each person will also complete aKaRISMA © assessment on their own competitiveness, that allows them to identify specifically where they would benefit from improvement, across 6 competitive competencies and 60 behaviors or tasks that demonstrate these competencies.

• 3. Master Branding–Learn to apply the 6 principles of master branding to the brand plan to extend the product life cycle and drive long term continued growth using a portfolio of strategically planned brand energizers to branded service programs to alliance marketing and more.