Lateral Marketing and Market Innovation: New Categories, Brand Naming and Launch – Riyadh, 20–24 Dec 2026
Lateral Marketing and Market Innovation: New Categories, Brand Naming and Launch runs in Riyadh from Sunday 20 December to Thursday 24 December 2026 (1 Week). The fee is 20,000 SAR per participant. The same programme is also scheduled in 7 other cities.
- Dates
- Length
- 1 Week
- Fee per participant
- 20,000 SAR
- Format
- In person, Riyadh
- Venue
- KAFD district five-star
- Status
- Open for registration
- Week
- 51 of 2026
- Reference
- 888_21020
This session
20–24 Dec 2026
This Lateral Marketing and Market Innovation: New Categories, Brand Naming and Launch session in Riyadh runs from Sunday 20 December to Thursday 24 December 2026 (week 51, Q4 2026). It is the only date in Riyadh in 2026, at a fee of 20,000 SAR. Registration is open for this date. It is held in person at KAFD district five-star.
How do I book this date?
Register online to request your place, or send us a question about this date first.
Reference for this date: 888_21020. Quote it when you contact us.
Before you book, read our cancellation policy.
Let’s talk about your next step.
Questions about this date
When does Lateral Marketing and Market Innovation: New Categories, Brand Naming and Launch in Riyadh start and finish?
It starts on Sunday 20 December and finishes on Thursday 24 December 2026: 1 Week.
How much does Lateral Marketing and Market Innovation: New Categories, Brand Naming and Launch in Riyadh cost?
The fee for this date is 20,000 SAR per participant. Please read our cancellation policy before you book.
Is this date held in person or online?
It is held in person in Riyadh, at KAFD district five-star.
What does this programme cover?
Lateral marketing answers a problem many mature brands share: each new flavour, size or segment variant wins less than the last, shelves crowd, prices erode and launches cannibalise the core. Vertical marketing keeps slicing the same market, while lateral marketing displaces the need, the target, the moment or the product itself to open a new category. This Core Concept course trains marketing, brand, product and sales managers to generate displacements, connect them into saleable offers, name and test them, and prepare the sales force to sell them. Participants build a Lateral Marketing Concept and Launch Plan for a case brand.
The programme outline covers:
- Introduction
- Course Objectives
- Target Audience
- Course Outline
- Day 1: Vertical Marketing Limits and the Case for Lateral Thinking
- Day 2: The Lateral Marketing Process: Focus, Displacement and Connection
- Day 3: New Categories, Brand Architecture, Naming and Concept Tests
- Day 4: Launch Risk, Idea Pipeline and Sales Force Readiness
- Day 5: Case Brand Lateral Concept and Launch Plan
- Skills You Will Gain
- Why Attend This Course
- Conclusion
Where else does this programme run?
Also scheduled in 7 other cities.
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