Course curriculum

  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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