Knowledge
you can touch
Brands are for more than just symbols, names, and logos. They are a company’s most valuable asset and a driver of business strategy.
Strong brands only exist when built on strong positioning. Building and managing strong positioning requires rigor and depth – but also real, hands-on experience.
Touch training presents its In-Company Program: Consumer Brand Positioning, developed and delivered by Touch’s partners and associates. The program combines theory and concepts with case studies and practical exercises, including challenges drawn from your own business.
touch training
Knowledge you can touch
Our dynamic
To start off, we believe in the real world. Theory inspires practice, and practice inspires theory. We offer a unique combination of concepts delivered in a light, engaging way, rich in current real-world examples, diverse case studies, and expert-led discussions – all designed for immediate application.
We also believe in the value of experience. All our training programs are designed, developed, and delivered by Touch’s partners and associates, professionals with extensive experience in the development and management of strong brands and a strong background in executive education.
We believe that engaging in discussions is the best way to learn. The full in-company program consists of five modules, each with three three-hour sessions: one theory-based session enriched by discussions of real-world examples; one session dedicated exclusively to case discussions; and one masterclass – a round table with leading experts. The more interaction among participants, the better.
Finally, we believe in going deeper. In-company programs, designed exclusively for your organization, allow for content customization, foster the developmentof deep, specific knowledge, and, as mentioned, are immediately applicable.
Who is this program for?
The Touch Training Consumer Brand Positioning Program was designed to include everyone involved in building and managing consumer brands within organizations. Today, these processes take place through multifunctional teams, making the program relevant for professionals in marketing, sales, trade, R&D, and supply chain.
In its complete structure, the program was designed for mid-level and senior roles within organizations.
For C-level executives and board members, a condensed ‘pocket’ version is available.
Program Structure
The program consists of five modules, each with three three-hour sessions: a theoretical approach enriched by debates, case discussions, and a Masterclass with leading experts.
Module 1: Brand
More Than Just a Name
· The advantages of strong brands and how to build them
· Brand elements and the difference between corporate brands and consumer brands
· Brand architecture
· Case discussion (to be defined)
Example: The Burberry Turnaround
Example: The Burberry Turnaround
Module 2: Brand Positioning
Strategic Choices
· Different schools of strategic thinking
· The Touch positioning methodology
· Target audience: the first strategic choice, including segmentation concepts
· Functional benefit: the second strategic choice
· Case discussion (to be defined)
Example: Mountain Man Brewing Co.
Example: Mountain Man Brewing Co.
Module 3: Brand Positioning
The Consumer Insight
· How to externalize the brand: the third strategic choice
· How to identify a consumer insight, and the difference between observation and consumer insight
· Discussion of consumer insights across different brands
· Case discussion (to be defined)
Example: Colgate Anti-Cavity Toothpaste
Example: Colgate Anti-Cavity Toothpaste
Module 4: Brand Positioning
The Brand’s Point of View
· Emotional benefits and sources of credibility / reasons to believe
· Brand values and personality
· Defining the brand’s point of view
· Case discussion (to be defined)
Example: The launch of Crescent Pure isotonic drink
Example: The launch of Crescent Pure isotonic drink
Module 5: Implementing Brand Positioning
· The importance of delivering on the brand promise
· What is branding
· What is the marketing mix
· Go-to-market: an expanded view of the marketing mix
· Portfolio architecture
· Product marketing
· Case discussion (to be defined)
Example: Apple Stores
Example: Apple Stores
Team Behind the Program
The training is delivered by Touch’s partners, professionals with over 30 years of experience in building and managing brands.
Robert Wieselberg
robertwieselberg@touchpositioning.com
With more than 30 years of experience in Brazil and internationally, he led the Knorr and Doriana brands at Unilever, launched Samsung mobile phones in Brazil, and served as Marketing Director at Banco Real, first leading the development of its sustainability positioning and subsequently launching and managing the Van Gogh business unit.
Passionate about innovation and brand building, always grounded in a deep understanding of consumer needs, he was a partner at MindPartners for four years, a marketing consultancy serving clients such as Coca-Cola, L’Oréal, Natura, SulAmérica, PayPal, Grupo Estado, and Purina / Nestlé.
He has also worked as a guest professor at leading business schools including ISE / IESE, FGV, and ESPM. Over the past six years, he led Amil Dental and its full brand repositioning strategy.
Passionate about innovation and brand building, always grounded in a deep understanding of consumer needs, he was a partner at MindPartners for four years, a marketing consultancy serving clients such as Coca-Cola, L’Oréal, Natura, SulAmérica, PayPal, Grupo Estado, and Purina / Nestlé.
He has also worked as a guest professor at leading business schools including ISE / IESE, FGV, and ESPM. Over the past six years, he led Amil Dental and its full brand repositioning strategy.
Erik Galardi
erikgalardi@touchpositioning.com
A specialist in brand positioning and a professor in the field, he is a founding partner of Touch, leading the Consumer Brand Positioning practice – where he has worked with brands such as Melitta, Natura, Reserva, and Havaianas.
He spent 15 years as a senior brand executive at Unilever and Natura, developing global positioning platforms such as Becel – “Take Care of Your Heart” – and Natura Todo dia – “Every Routine HasIts Beauty.”
He has led and/or participated in Touch’s training programs for clients including Whirlpool, Bayer, Reckitt, and Flora.
He spent 15 years as a senior brand executive at Unilever and Natura, developing global positioning platforms such as Becel – “Take Care of Your Heart” – and Natura Todo dia – “Every Routine HasIts Beauty.”
He has led and/or participated in Touch’s training programs for clients including Whirlpool, Bayer, Reckitt, and Flora.
Ricardo Sapiro
ricardosapiro@touchpositioning.com
A founding partner of Touch, he leads the Corporate Brand Positioning practice, serving clients across a wide range of industries, including Gerdau, CCR, Votorantim, Petrobras, RaiaDrogasil, Sanofi, CNI, GPA, Bayer, Kenvue, among others.
He was a senior executive at Unilever for more than 15 years, where he led the Omo brand – “Because Getting Dirty Is Good” – across Latin America, in addition to leading the Seda brand globally and the Laundry category in Latin America.
He has led and/or participated in Touch’s training programs for clients such as Reckitt, El Corte Inglés, Bayer, Medley, LATAM, Whirlpool, and JDE Cafés. He is also Co-Chair of INSPER’s Marketing Advisory Board.
He was a senior executive at Unilever for more than 15 years, where he led the Omo brand – “Because Getting Dirty Is Good” – across Latin America, in addition to leading the Seda brand globally and the Laundry category in Latin America.
He has led and/or participated in Touch’s training programs for clients such as Reckitt, El Corte Inglés, Bayer, Medley, LATAM, Whirlpool, and JDE Cafés. He is also Co-Chair of INSPER’s Marketing Advisory Board.
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