Boot Camp for Marketing Professionals

Karachi: 25-26th January, Marriott Hotel

Lahore:  7-8th February, Pearl Continental Hotel

What does it take to build and sustain brand leadership in today’s marketplace?

This is the question that every marketer attempts to address everyday as long term brand leadership continues to become the single biggest contributing factor towards sustainable business leadership in the face of increasing competition and a rapidly changing communication landscape.

To download complete brochure in PDF, please click here.

Two days’ brand leadership boot camp aims to equip marketers with the approach which they can apply to their brands to make quantum leap towards brand excellence.

“Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.” – David Ogilvy

Key Learnings of the Masterclass

Having attended this boot camp, the participants will be able to understand:

  • How do some of the most successful brands keep themselves relevant in the face of disruptive environmental jolts? How can you do it for your brand?
  • How to master the art of creating real differentiation and how to apply it to your brands as the foundation of creating brand leadership?
  • Why a strong positioning and brand identity is now critical more than ever to build sustainable competitive advantage for a brand?
  • What should be the approach if you are managing a challenger brand?
  • Understand the concept of Brand Equity and the road map to build it.
  • What are the key brand health indicators? How to interpret and influence them?
  • How to transform your brand into an “Experience Brand”?
  • How social media is transforming the way consumers interact with the brand and what are its implications?

To download complete brochure in PDF, please click here.

Course Outline

  • Understanding the Environment and its implications for the brand.
  • Differentiation, Positioning and Brand Identity: What will you brand stand for?
  • Understanding and Building Brand Equity through the Brand Funnel Concept
  • Working with Challenger Brands
  • Compelling Brand Communication
  • The rise and rise of Social Media: Marketing and PR’s new frontier
  • Maximizing on Agency Relationships to build brand advantage
  • Creating an “Experience Brand”
  • Managing Marketing ROI

Workshop Methodology

The boot camp would aim to trigger the creative thought process among the participants in applying these to build and sustain brand leadership for their own brands.

The workshop will be interactive and will basically be built around discussions and case studies. Videos, exercises and relevant examples from a global and local brand perspective will be used to build relevance and understanding.

Who Should Attend?

  • Marketing Managers/ Brand Managers/ Product Managers with multiple years’ experience of directly managing brands/products who are looking to apply a structured approach and the ideas, tools and techniques to make the move to brand leadership.
  • Business Unit Managers who are directly managing marketing teams and want to understand how brand leadership translates into sustained improvement in business results.
  • Entrepreneurs who are passionate to enable their brands take quantum leaps.

To download complete brochure in PDF, please click here.

In view of the limited number of seats, nominations to the boot camp will be screened for relevant experience before being accepted.

“Brand value is very much like an onion. It has layers and a core. The core is the user who will stick with you until the very end.” -Edwin Artzt

Brand Leadership Expert

Afzal Shahabuddin, an MBA from IBA Karachi and Bachelors of Engineering from NED University, carries a rich experience of over 18 years in the areas of brand management, retail, sales management and business development for diverse industries like FMCG, Consumer Durables, Banking and Telecommunications.

During his career he has been associated with leading organizations like Coca-Cola, Gillette/P&G, Samba Bank, Philips and Nokia. Besides Pakistan, he has also worked in other emerging South Asian markets like Sri Lanka, Bangladesh, Nepal and Maldives and has had extensive exposure to the UAE market. He has also led a number of successful product launches and brand turnarounds.

He is the Managing Director of Resource Edge, a company focused on providing outsourced consumer and retail marketing solutions to business organizations in diverse segments. With offices in Pakistan and Bangladesh, Resource Edge serves a client base that includes global and local brands at a regional level in diverse sectors like FMCG, Consumer Durables, Retailing, IT, Telecom and Finance.

He is passionate trainer and business consultant.

Course Fee

Rs. 27,000 per person. On 3 nominations from the same organization, 4th participant to attend free of charge (3+1 offer).

How to Book Your Seat?

Please call Ms. Hina Roudani at 0321- 3750 706 or drop an email at

Do you want to run this course in-house with customization? Please call us.

To download complete brochure in PDF, please click here.

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