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Creating a Consistent Brand Story with Employee Training

Marketing & Innovation

by Michele Petruccelli

The Challenge

Our client, a large regional retailer who was traditionally only sales driven, had an inexperienced marketing team. The marketers came up through the retail sales force or operations and typically performed tasks the way they were done in the past. They didn't ask why or challenge things to make them better. Thus, the retailer needed a formalized capability development program to ensure the marketers were determining the best approach to drive the business, with the end consumer at the heart of the decision.

The Solution

We held a one-day capability development workshop, which included storytelling, brand purpose, and brand experience. To support general brand story and brand training, we created: presentations, videos, case study examples, brand experience immersion, tools, templates, and live action learning activities. We also developed deep-dive content and a rollout plan for more experienced marketers on key topics, as well as providing coaching tools for managers to embed branding skills further.

The Results

  • Increased storytelling capability and confidence of global marketers and agency partners.
  • Consistent approach to telling brand stories, both in external communication touchpoints as well as internal communication of brand strategies.
  • Increased engagement of marketing team, as 95% said they were inspired to start changing what they did in practice and believed they were better equipped to do so.
  • More compelling internal and external brand communications with stronger stories and better line of sight.
Michele Petruccelli
Michele is Aspirant's Director of Marketing & Innovation, and is a senior marketer and facilitator with 25 years of extensive experience in brand management, strategy development, Design Thinking, and innovation. She works with various corporations and non-profit businesses as a consultant to help them grow their business through strong strategy, marketing plans, and skills development. She has worked with companies in the Fortune 100 and Global 1000 as well as mid-sized companies in a range of industries, with a focus on healthcare.

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