It is crucial not only to build a strong brand but also to regularly maintain strategic alignment among the teams involved in brand development and management. Special strategic session formats are typically used for this purpose. During such sessions, teams collectively assess the current state of the brand, make adjustments and adaptations to possible changes in the competitive environment, increase the engagement of different departments, and synchronize their interactions in implementing the brand strategy.
 

Traditionally, such events are held offline — often over the course of several days. However, when teams are spread across different regions, alternative formats become necessary. Online sessions are still often underestimated. Yet, active moderation, competent time management, and technically refined interactive elements can ensure high effectiveness and, as feedback shows, maintain participants’ emotional engagement.
 

We recently conducted such an online session for the brand team of Belebeevsky Cheese, owned by BDP. A special scenario and unique online mechanics were developed, involving a team of more than twenty people. The main challenge was to synchronize the marketing, R&D, sales, and top management departments around a key strategic objective — adjusting the product portfolio of the brand.
 

The session included an analytical overview of the competitive landscape and market situation, identification of potential development directions, and a series of group tasks for independent work. During the session, participants jointly developed new solutions, evaluated previously proposed ideas, and finalized decisions that were agreed upon by all key stakeholders in the brand development process.