Course curriculum
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1
WK0: BOOTCAMP ORIENTATION
- 0.1 - Welcome To The Bootcamp
- 0.2 - What To Expect
- 0.3 - The Brand You'll Build
- 0.4 - Bootcamp Curriculum
- 0.5 - Client Engagement
- 0.6 - Brand Strategy Folder Structure
- 0.7 Brand Exploration (Questionnaire)
- 0.8 WK0: Group Session 1
- 0.9 WK0: Group Session 2
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2
WK1: BRAND STRATEGY MINDSET
- 1.1 - Week 1 Intro: Brand Strategy Mindset
- 1.2 - How To Psychologically Reposition As A Brand Master
- 1.3 - The Imposter Inside
- 1.4 - The Guide Your Prospect Needs
- 1.5 - The Consultant & The Coach
- 1.6 - The Strategic Brand Anatomy
- 1.7 - How Branding Influences Marketing
- 1.8 - The Brief History Of Branding
- 1.9 - How To Avoid The Common Path To Failure
- 1.10 - The Critical Role Of Strategy
- 1.11 - Week 1 Review
- 1.13 Group Coaching: Week 1 Mindset Session 1
- 1.14 Group Coaching: Week 1 Mindset Session 2
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3
WK2: THE BRAND WITHIN
- 2.1 - Week 2 Intro: The Brand Within
- 2.2 - Discover The Human Brand
- 2.3 - The Honest Role Of Authenticity
- 2.4 - Finding And Aligning Internal Belief Systems
- 2.5 - Starting With Why
- 2.6 - Pepsi Example: Brand Authenticity Fail
- 2.7 - The To Develop A Meaningful Brand Purpose
- 2.8 - TOMS Example: Helping A Cause
- 2.09 - Dove Example: Raising Awareness
- 2.12 - How To Establish An Ambitious Vision
- 2.13 - Real Brand Examples: Brand Vision
- 2.14 - How To Develop A Committed Mission
- 2.15 - How To Develop Your Mission Statement
- 2.16 - How To Shape Your Reputation With Behaviour
- 2.17 - Real Brand Examples: Brand Values
- 2.18 - How To Develop Brand Values
- 2.19 - Week 2 Review
- 2.20 - Week 2: Assignment #1
- 2.21 - Playbook: The Brand Within
- 2.22 - Workbooks / Tools: The Brand Within
- 2.23 - Over The Shoulder: The Brand Within
- 2.24 Group Coaching Week 2 Session 2
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4
WK3: POSITIONING #1 - AUDIENCE & COMPETITOR RESEARCH
- 3.1 - Week 3 Intro: Positioning 1 - Audience & Competitor Research
- 3.2 - Why Positioning Is The Cornerstone Of Strategy
- 3.3 - The Main Players Of Positioning
- 3.4 - Deep Dive Into The Lives Of Your Audience
- 3.5 - Uncover Your Perfect Customer
- 3.6 - Sparktoro + Rand (Intro + Pricing + Interview)
- 3.7 - Find Gold From Your Competitive Analysis
- 3.8 - The Good, The Bad And The Gaps
- 3.9 - Week 3 Review
- 3.10 - Week 3: Assignment #2
- 3.11 - Playbook: Audience & Competitor Research
- 3.12 - Workbooks / Tools: Audience & Competitor Research
- 3.13 - Over The Shoulder: Audience & Competitor Research
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5
WK4: POSITIONING #2 - DIFFERENTIATION STRATEGY
- 4.2 - How To Find Your Purple Cow
- 4.3 - Example: Subtle Difference, Big Impact
- 4.4 - Make A Difference To The Right Group
- 4.5 - How To Discover Your Difference (Examples)
- 4.6 Creative Positioning Process: Brand Games & Associations
- 4.8 - How To Develop Your Positioning Strategy
- 4.7 - Case Study: Razor Positioning
- 4.10 - Over The Shoulder: Differentiation Strategy
- 4.9 - OPTIONAL: Ulli Appelbaum Interview
- 4.11 - Week 4: Assignment #3
- 4.11- Week 4: Review
- 4.12 - Playbook: Develop Your Differentiation Strategy
- 4.13 - Workbooks / Tools: Differentiation Strategy
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6
WK5: BRANDING PSYCHOLOGY & NEUROSCIENCE
- 5.2 - How Use Science To Elevate Your Expert Position
- 5.3 - How To Leverage Neuroscience To Connect
- 5.4 - How To Use The Psychology Of Simplicity
- 5.5 - How To Steal Hearts Through Emotion
- 5.6 - EXAMPLES: Emotion In Branding #1
- 5.7 - EXAMPLES: Emotion In Branding #2
- 5.8 - The Emotional Before & After States
- 5.9 - How To Influence With Neuroscience
- 5.10 - 5 Keys To Effective Neuromarketing
- 5.11 - CASE STUDY A Taste Of Neuromarketing
- 5.12 - EXAMPLE: Neuromarketing In Action
- 5.13 - Week 5: Review
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7
WK6: BRAND ARCHETYPES & PERSONALITY
- 6.1 - Week 6 Intro: Brand Archetypes & Personality
- 6.2 - The Impact Of This Old Fashioned Tactic
- 6.3 - How To Make Human Connections
- 6.4 - Develop Your Personality With Science
- 6.5 - How To Keep Your Personality Defined
- 6.6 - Uncover Your Audience Archetype
- 6.7 - Discover The Archetype Framework
- 6.8 - The Outlaw
- 6.9 - The Magician
- 6.10 - The Hero
- 6.11 - The Lover
- 6.12 - The Jester
- 6.13 - The Everyman
- 6.14 - The Caregiver
- 6.15 - The Ruler
- 6.16 - The Creator
- 6.17 - The Innocent
- 6.18 - The Sage
- 6.19 - The Explorer
- 6.20 - Identify Your Brand Role
- 6.21 - How To Use The Archetypal Mix Formula
- 6.22 - Build Your Personality Around Your Audience
- 6.23 - Bring Your Human Brand To Life
- 6.24 - EXAMPLE: Simple Personality Expression
- 6.25 - EXAMPLE: From The Outlaw To The Creator
- 6.26 - EXAMPLE: The Personality Of London
- 6.27 - The Brand Interview Technique
- 6.28 - How To Apply Your Persona Attitude
- 6.29 - Week 6: Review
- 6.30 - Week 6: Assignment #4
- 6.31 - Playbook: Develop Your Brand Personality
- 6.32- Workbook / Tools: Brand Archetypes, Personality & Voice
- 6.33 - Over The Shoulder: Brand Archetype, Personality And Voice
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8
WK7: BRAND MESSAGE FRAMEWORK
- 7.1 - Week 7 Intro: Brand Messaging Framework
- 7.2 - The Modern Brand Messaging Structure
- 7.3 - Develop Primary Core Message
- 7.4 - Develop Your Secondary Core Message
- 7.5 - Use The Framing Technique For Endless Content
- 7.6 - How To Avoid Killing Your Message
- 7.7 - Inject Effective Messaging Characteristics
- 7.8 - How To Craft Compelling Copy
- 7.9 - Week 7: Review
- 7.10 - Week 7: Assignment #5
- 7.11 - Playbook: Develop Your Brand Messaging Framework
- 7.13 - Over The Shoulder: Brand Messaging Framework
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9
WK8: BRAND STORYTELLING FRAMEWORK
- 8.1 - Week Intro: Brand Storytelling Framework
- 8.2 - History, Science And Emotions Of Storytelling
- 8.3 - How To Craft A Modern Story Framework
- 8.4 - Step Aside For The Hero
- 8.5 - The Hero's Journey
- 8.6 - The Audience's Journey
- 8.7 - How To Write An Effective Story
- 8.8 - How To Use Message Blocks, Story Blocks & Micro Stories
- 8.9 - EXAMPLES Brand Storytelling #1
- 8.10 - EXAMPLES Brand Storytelling #2
- 8.11 - How To Tell Your Modern Story
- 8.12 - Week 8: Review
- 8.13 - Week 8: Assignment #6
- 8.14 - Playbook: Develop Your Brand Storytelling Framework
- 8.16 - Over The Shoulder: Brand Storytelling Framework
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10
WK9: BRAND NAMING, TAGLINE & HOOKS
- 9.1 - Week 9 Intro: Brand Naming, Tagline & Hooks
- 9.2 - The Critical Role Of The Tagline
- 9.3 - EXAMPLES: Iconic Taglines
- 9.4 - How To Develop An Unforgettable Tagline
- 9.5 - The Significance Of The Brand Name
- 9.6 - How To Develop A Name With A Message
- 9.7 - Inject Your Promise Into Everything You Do
- 9.8 - Increase Your Value With A Hook And Pitch
- 9.9 - Week 9: Review
- 9.10 - Week 9: Assignment #7
- 9.12 - Over The Shoulder: Brand Naming, Tagline & Hooks
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11
WK10: STRATEGIC VISUAL IDENTITY DEVELOPMENT
- 10.1 - Week 10 Intro: Strategic Visual Identity Development
- 10.2 - Strategic Design Is Visual Thinking
- 10.3 - The Significance Of The Logo
- 10.4 - How To Build A Visual Identity With Strategy
- 10.5 - Achieve The Visual Identity Goal Of Recall
- 10.6 - How To Craft A Visual System That Works
- 10.7 - Characteristics Of Effective Logos
- 10.8 - EXAMPLES: Inspirational Logos
- 10.9 - Leverage The Psychology Of Colour
- 10.10 - Leverage The Personality Of Typography
- 10.11 - Leverage The Visual Human Brain
- 10.12 - EXAMPLES: Brand Identity System
- 10.13 - A Strategic Design Approach
- 10.14 - How To Create An Effective Style Guide
- 10.16 - Week 10: Assignment #8
- 10.19 - Over The Shoulder: Strategic Visual Identity Development