March 17, 2020

6:00 PM - Hatfield


Points are good because they stick into things.

Every brand needs a point, a sharp definition of its purpose that will stick in people's minds. It stands to reason that a brand aligned behind a shared point will have a better chance of success than one that isn't. However, this means making a choice about what that one point is, and that can be can fiendishly hard to do. A Brand Strategy can do this. 

This CIM/UH Marketing Club session will introduce what a brand strategy is (and what it isn't), how it delivers financial value to an organisation, the key elements that make up a brand strategy, the role it plays in shaping the brand, the need to engage the whole organisation in its development and how it can fit into the broader marketing and planning process. 

The session will start with a group exercise and be followed by 35 minutes of teaching, based on the Brand Arrow, a planning tool covered in Bruce M Mckinnon's book 'What's Your Point?'.

The session will cover four of the core building blocks of any brand strategy:

Vision - Defining where the brand wants to head to and the barriers and drivers to reaching it.

Positioning - Describing what is at the heart of the brand, what makes it unique in the market.
Proposition - Capturing that positioning in a way that engages firstly your team and secondly your customers.

Values - Defining the character of the brand to act as a benchmark for both the team and the brand's customers.

Once these sessions are complete Bruce will lead a 45-minute interactive workshop where the theory will be put into practise for the delegates ensuring that all leave with a good idea of how brand strategy can add both strategic and practical value for any organisation.

‘What’s Your Point?’ is currently on offer at the CIM bookshop.


Bruce Mckinnon. Bruce develops brand strategies for clients in Europe and the US in both the B2B and B2C sectors through his consulting practise Mission Brand. He has worked in brand marketing for global and local brands for 30 years and passionately believes the right brand strategy is the most effective tool a client has to deliver its mission – and it can be the best way to gain engagement in that mission. 

Bruce regularly speaks on the subject of brand at conferences, facilitates workshops and his recently published book on brand strategy 'What's Your Point?' went to number 1 on Amazon’s new release chart. He holds an MBA from Cranfield School of Management and the Chartered Institute of Marketing Postgraduate Diploma in Marketing.

Attendance is free for University of Hertfordshire students.

CPD category: Strategy
Duration: 1.5 hours

Registration and networking is from 18:00; the event starts at 18:30 and finishes at 20:30. If you are a non-EU resident, please contact the Regional Events team to make your booking.

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Room W040, Law Court Building
University of Hertfordshire
De Havilland Campus
AL10 9EU
United Kingdom

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Sector: Non-specific

Region: East-of-England
Map link: click here

Speakers: Bruce Mckinnon


Regional Events team

+44 (0)1628 427340


  • Member: £10
  • Studying member: £10
  • Student: £10
  • Non-member: £20

The prices shown include VAT with refreshments provided. If you have any special requirements please contact the Regional Events team.

Please book online for this event. If you cannot do so, please call the Regional Events team on +44 (0)1628 427340.

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