Brand Strategy

Week 1: Process and principles  

Introduction to the new brand strategy process. Discover logical, creative and tech-inspired principles. Enjoy case studies and reflections. Students share their personal learning goals.

Week 2: Framework

How to build an adaptive brand for the technological age. Get introduced to new methodologies, theoretical models, reading lists and case studies.

Week 3: Brand identity and communication systems

Understanding the models that modern companies use to communicate their brands and offerings - combining identity, storytelling, content strategy and channel strategy. A step-by-step methodology.

Week 4: Strategy briefs

A guide to the core suite of strategy briefs including; insight, platform, design, creative, content, prototype, activation, and measurement. Discover valuable tools, templates and best practice principles to create your own. Project kick-off where students are introduced to a client and receive their project brief.

Week 5: Data and decisions

Learn why data matters, where to start with data, and how to make data-driven decisions. Get an introduction to data science, analytics, and key providers. Review relevant case studies.

Week 6: Storytelling

How to manage the meaning and value of a good brand story in the digital age. Discover why some stick and others don’t. Employ relevant templates and valuable tools.

Week 7: Integrating technology in products, services and marketing

See how Artificial intelligence (AI) and machine learning (ML) will change strategy. Get an explanation of the technologies that will drive all products, services and marketing communications. Review relevant case studies and methodology. Collaborate with others on a practical team exercise.

Week 8: Integrating technology in user experience

See how technologies like augmented reality, the metaverse, image recognition, and voice change communication. Get a summary of futuristic technologies that will define future user experiences. Case studies, practical exercises, and more.

Week 9: Activation strategy

Understand what an activation strategy is and when it’s most valuable. See how to devise, document and direct the activation strategy. Understand best practice principles and templates.

Week 10: Effective presentations

How to create compelling strategy presentations. Analyse best-in-class examples. Open session to discuss individual student questions on their final assignment response.

Week 11: Final client presentations

Client meeting and strategy presentation. Peer to peer feedback during the session with considered input from the course director and client to be given after the session.

Week 12: Defining roles

Summary of the course and open discussion on developing strategic roles within organisations. Develop industry networks and relations. Learn how to create a strategic portfolio.