This course is aimed at more experienced planners/ professionals (3+ years) who want to expand their skill set and their horizons and make an impact as a strategist at a senior level. It will stretch the delegates, and offers inspiration, provocation and practical application. Endorsed by the APG.
The course provides an overview of the entire brand development process and provides key frameworks to help make brand-building decisions. The structure of the course will follow the ideal brand development process; from business opportunity to defining an insight, to communications and the measurement of results. It will bring to life text-book theory by providing inspiring real-life examples from the experts who are successfully building brands right now.
Meet your Lecturers
What to expect
Fast paced sessions covering theory and practical. Come ready to discuss, experiment, and share your opinions. Upon completion, participants will have a deeper understanding of contemporary planning and best practice examples of business strategy, branding, segmentation, defining an idea, communication and connections planning.
Who’s it for?
Suitable for experienced Planners, Strategists, Account Directors, Senior Account Directors, Group Account Directors, Researchers, Marketing and Brand Managers with 3+ years experience.
Week 1. Fundamentals of strategy
- The essence of strategy
- Beyond classical business strategy
- How marketing creates value
- Thinking strategically
Week 2. Brand theory & practice part 1
- Defining brands
- Brand equity and the benefits of a strong brand
- How to analyse brands
- Salience vs. Differentiation
Week 3. Brand theory & practice part 2
- Developing a brand positioning
- How to express a brand idea
- How to build an iconic brand
- Share of voice or share of experience?
Week 4. Account planning then and now part 1
- Planning schemas
- Developing a creative strategy
Week 5. Account planning then and now part 2
- Writing the brief
- How to sell strategic thinking
Week 6. Principles of effectiveness
- Theories of brand growth
- How advertising works
- The thinking behind work that worked
Week 7. Understanding consumers as people
- Cognition & behaviour
- Implications for research
- Implications for creative
Week 8. Recap of key concepts & team presentations
I’d definitely recommend this course. I feel like this 8 weeks has resulted in a fundamental shift in my strategic approach to a problem.
Great course – I know will help me take the next step in my career and talk with confidence in meetings and at work.
Reminded me why I got into this game. Loved dedicating time out of my week to talk about brands and why we love them.