In an era defined by rapid technological change, shifting consumer behaviors, and intense market competition, innovation has become the cornerstone of successful marketing strategies. No longer limited to product features or advertising tactics, innovation now touches every element of how a company creates, delivers, and communicates value. Organizations that fail to innovate risk losing market relevance—while those that strategically integrate innovation into their product and brand strategies are positioning themselves for sustainable growth and market leadership.
This advanced training program is specifically designed for senior marketing professionals who are responsible for driving innovation within their organizations. It addresses the full spectrum of innovation in marketing—from identifying emerging customer needs and transforming insights into product opportunities, to developing brand architectures that flex with market dynamics, and launching compelling go-to-market strategies that resonate across channels.
Participants will explore advanced frameworks such as design thinking, value proposition mapping, product-market fit analysis, and brand equity modeling. The program also covers best practices in brand evolution, product portfolio optimization, and innovation metrics. Real-world case studies, interactive exercises, and practical toolkits will equip participants with the ability to apply strategic thinking and creativity to real challenges within their organizations.
By the end of the course, participants will be empowered to lead innovation initiatives that are deeply rooted in customer value, supported by market intelligence, and aligned with long-term business goals.
By the end of the program, participants will be able to:
Develop innovation-focused product and brand strategies
Apply advanced techniques in product lifecycle management and market fit
Create compelling brand architectures that adapt to market shifts
Integrate customer insights into product innovation processes
Evaluate and optimize go-to-market strategies and brand performance
Senior Marketing Managers
Brand Strategists
Product Development Managers
Innovation & R&D Specialists
Heads of Marketing or Communication
Business Unit Heads involved in brand and product strategy
Day 1:
Innovation in Product Strategy
The role of innovation in strategic marketing
Identifying unmet needs and market gaps
Tools for product innovation: Design Thinking, Value Proposition Canvas
Product lifecycle planning and repositioning
Case studies: Disruptive product strategies
Day 2:
Customer Insight & Market Fit
Translating customer insights into product features
Jobs-To-Be-Done (JTBD) methodology
Mapping customer journeys for product design
Rapid prototyping and concept testing
Evaluating product-market fit
Day 3:
Brand Strategy and Architecture
Building and evolving brand identity
Brand architecture models: house of brands, branded house, hybrid
Brand equity and perception analysis
Rebranding strategies and brand extension
Interactive case: Reviving a declining brand
Day 4:
Go-to-Market Strategy & Launch Excellence
Crafting integrated go-to-market plans
Channel strategy and pricing considerations
Launch timing, storytelling, and campaign design
Managing multi-stakeholder alignment during launch
Performance measurement and iteration post-launch
Day 5:
Measuring Success and Sustaining Innovation
KPIs for innovation and brand performance
Customer feedback loops and real-time market adaptation
Brand audit and portfolio optimization
Balancing innovation risk and ROI
Capstone exercise: Designing an innovative product-brand strategy for your organization