Capability-building workshops in the US, UK, Asia and Latin America with the aim of helping brand teams work with a new strategic brand definition process and template.

Wrote and delivered ‘Insights in Action: how to find, write and activate insights to key markets around the globe’. Workshops kicked off with an MBA-style case study followed by best-in-class theory, interactive exercises and real-life examples. The workshop culminated with a live project: teams immersed themselves in consumer data to practise the new insights process from start to finish.

“Today we kicked off the second week of the LATAM Marketing Academy and at the start of the session we asked for a 1 minute individual presentation to give participants an opportunity to share their progress since week one.

The Insights training has come up in every presentation – and for a number of participants it happened to be a turning point in understanding their role and bringing the consumer into the centre of everything they do.

In some cases it also translated into a very practical set of actions – like the development of Brand Arrows in the Fragrance team.

Thank you for helping us in building marketing expertise and driving a very positive behaviour change!”

Elena Degtyareva
Head of Global Marketing Operations

Designed and delivered a 2-day Building Brand Equity course for senior brand managers. The course was first piloted in Canada and then rolled out across four global regions. It combined best-practice theory with commercial examples, applying the ideas to live projects.

Helen has been a guest lecturer on the Brand Management elective for the last ten years. More recently she has developed and taught the ‘Delivering the brand’ module for the Strategic Brand Management executive education course.

An 18-month, 12-module Brand Boot Camp programme to raise the skills of this forward-thinking energy company’s entire marketing department.

“The brief to Passionbrand was to develop a training course, which would educate, inform and develop the EDF Energy Brand Group, a team with varying levels of experience, in the very latest thinking and practical application for successfully building brands in a highly competitive market place.

The Brand Boot Camp was born, consisting of 12 full-day sessions over an 18-month period. As with all good boot camps, ground rules were set, with relevant pre-reads issued, for debate and discussion, and for all those attending to bring an open and challenging mind. The training culminated in a final group presentation, encompassing all that had been learned on the course, to the EDF Energy senior exec team.

It was, without exception, the highest calibre training course that had been developed for marketers at any point within EDF Energy. The Passionbrand team were able to draw on the wealth of their own personal experience, as well as relevant case studies, and an extremely high calibre of external speakers. The course covered all elements of the brand and marketing mix, from consumer insight, brand positioning, creative development and judgment through to measuring effectiveness and proof.

The content was of a standard that has meant it was not only relevant at the time of the course, but is still being used within the team today. Importantly, for any enduring training course, it was enormous fun to be part of, and the full attendance of the course over the 18 months was testament to this.

I would highly recommend Passionbrand for the development of any such training course.”

Rob Merrington, Head Of Marketing Communications
EDF Energy/Customers/B2C