The goals of the six-month bootcamp are to: 1) Have participants go through the principles of the business model. 2) Apply these principles to real-world situations and their own businesses. 3) Create a competitive advantage for participants' businesses. The document then discusses building brand equity and salience. It provides objectives for the day, which are to understand brand salience, participants' uniqueness, how they are perceived, segmentation, and that brand is about building a team through apprenticeships. The rest of the document expands on these topics.

2. The goals of the
Bootcamp
• At the end of the six months
to have gone through the
principles of the model
• To apply many of these to real
world situations and to our
own businesses
• Create a competitive
advantage for your business

3. Brand Equity
“The value that is
generated directly from
the buying process as
stimulated by the visible
or invisible connections
a client has through
their awareness of and
trust for the brand.”

4. How it happens
In order to build a strong
brand, you must shape
how customers think and
feel about your product in
a positive way.
• Awareness
• Experiences
• Feelings
• Beliefs
• Opinions
• Perceptions

5. Refresh

6. Objectives for today
• Understand
Brand Salience
• Your Uniqueness
• Understand how
you are
perceived
• Segmentation
• Brand is culture
– building a
team through
apprenticeships

7. Attaining Brand Salience
‘Connecting your brand emotionally to your
client at the point of buying’

8. Who are you?
Sweet Spot

9. Your
Uniqueness
• What really matters
to your customers?
• What characteristics
do your customers’
value?
• How do your
competitors’
compare?
Look to survey

10. What do I do that shines?

11. Value Created – Cost of Value created
= MARGIN

12. Segment
Into Common
• Needs
• Wants
• Priorities

13. Analyse
• Geographic
• Demographic
• Psychographic

14. At this
point
• How do people
perceive your
brand?
• Are there any
perceptual
problems?
• If not – can you
enhance your
message?
• If there are – how
can you adjust your
message and
actions?

15. Salience
At that moment
being the only
brand people
remember

16. TEAMS
Together
Everyone
Achieves
More

17. Laura Brookes, Public Sector
Engagement Manager
Ginger Nut Training