Coty: Brand Equity Training

Coty wanted to create a global training programme to improve the management of brand equity by building on their marketing manifesto and engaging with some 500 marketeers.

Our approach consisted of three sprint phases: firstly, we established an aligned set of development principles and a refined brand positioning template. Secondly, we developed a set of powerful blended learning materials including a virtual classroom, a half-day face-to-face session and a set of five e-learning modules. Finally, we delivered this training to give Coty’s marketing team a codified and cohesive method for building brand equity. Reaction scores were excellent and there is now an aligned common language across the marketing community.