Recorded Live Session
 
Instructor: Rebecca Kaufman
 
Course Description:
This session is to gain the understanding your competitive market and consumer base.  We will cover essential tools and strategies for market analysis and consumer profiling. Through interactive activities and hands-on worksheets, participants will learn how to analyze competitors' products and pricing, build detailed consumer constructs, and align their product categories to meet consumer needs effectively. Additionally, the course introduces the “Build The House Method," a structured approach to business strategy that helps clarify and align core values, product offerings, and brand vision. By the end of this session attendees will have a comprehensive understanding of their competitive landscape and a solid foundation for strategic planning.
 
Instructor Bio:
Rebecca is an innovative, purpose-driven global design and business leader with a career built around elevating brands and driving category, product and organizational performance for the world's leading consumer brands. Rebecca loves to solve problems and find different ways to create new space, drive brand affinity and spur business growth. Strategic and intuitive, Rebecca can create a vision and translate it into action by bringing together the best creative and business minds and encouraging diversity of thought and collaboration among cross-functional stakeholders. Together, they deliver game-changing, omnichannel plans and executions that motivate people to engage deeply with brands and products. A true global citizen, she's held senior creative positions at European brands, taught industrial design in China and created strategy and products for U.S. brands including Stanley and Nike, having worked across all parts of the business: product, brand, communications and general management. Competitive, strategic and fiercely committed to the power of the team, Rebecca is passionate and contagious in her drive to inspire multidisciplinary teams whose members are invested, engaged and driven to consistently perform to their absolute best.