Course curriculum
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1
M1: BECOMING A BRAND MASTER
- 1.01 How To Psychologically Reposition To A Brand Master
- 1.02 Your Prospects NEED YOU To Succeed
- 1.03 Your Roles As A Consultant And Coach
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2
M2: STRATEGY IS THE DRIVER OF BRAND SUCCESS
- 2.01 Uncovering The Anatomy Of A Strategic Brand
- 2.02 How Branding Influences Marketing
- 2.03 The Brief History Of Branding
- 2.04 How To Avoid The Common Path To Failure
- 2.05 Defining The Critical Role Of Strategy
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3
M3: HOW TO BUILD A FOUNDATION OF SUBSTANCE
- 3.01 Discover The Authentic Human Brand
- 3.02 The Honest Role Of Authenticity
- 3.03 Finding And Aligning Internal Belief Systems
- 3.04 Starting With Why
- 3.05 EXAMPLE: What Authenticity Is Not
- 3.06 The Great Purpose Debate
- 3.07 How To Develop A Meaningful Brand Purpose
- 3.08 EXAMPLE: Helping Underprivileged People
- 3.09 EXAMPLE: Address Self-Esteem In Women
- 3.10 How To Establish An Ambitious Vision
- 3.11 EXAMPLES: Brand Vision
- 3.12 How To Develop A Committed Mission
- 3.13 EXAMPLES: Brand Mission Statements
- 3.14 How To Develop Your Mission Statement
- 3.15 How To Shape Your Reputation With Behaviour
- 3.16 EXAMPLES: Brand Values
- 3.17 How To Develop Brand Values
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4
M4: HOW TO STRATEGISE A POSITION LIKE A BRAND MASTER
- 4.01 Why Positioning Is The Cornerstone Of Strategy
- 4.02 The Main Players Of Positioning
- 4.03 Deep Dive Into The Lives Of Your Audience
- 4.04 Uncover Your Perfect Customer
- 4.05 Find Gold From Your Competitive Analysis
- 4.06 The Good, The Bad And The Gaps
- 4.07 How To Find Your Purple Cow
- 4.08 EXAMPLE: Subtle Difference, Big Impact
- 4.09 Make A Difference To The Right Group
- 4.10 How To Discover Your Difference (EXAMPLES)
- 4.11 CASE STUDY Razor Brand Positioning
- 4.12 How To Develop Your Positioning Strategy
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5
M5: HOW TO INFLUENCE ACTION WITH PSYCHOLOGY & NEUROSCIENCE
- 5.01 How Use Science To Elevate Your Expert Position
- 5.02 How To Leverage Neuroscience To Connect
- 5.03 How To Use The Psychology Of Simplicity
- 5.04 How To Steal Hearts Through Emotion
- 5.05 EXAMPLES: Emotion In Branding #1
- 5.06 EXAMPLES: Emotion In Branding #2
- 5.07 The Emotional Before & After States
- 5.08 How To Influence With Neuroscience
- 5.09 5 Keys To Effective Neuromarketing
- 5.10 CASE STUDY A Taste Of Neuromarketing
- 5.11 EXAMPLE: Neuromarketing In Action
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6
M6: HOW TO DEVELOP A HUMAN PERSONALITY WITH A SCIENTIFIC FRAMEWORK
- 6.01 The Impact Of This Old Fashioned Tactic
- 6.02 How To Make Human Connections
- 6.03 Develop Your Personality With Science
- 6.04 How To Keep Your Personality Defined
- 6.05 Uncover Your Audience Archetype
- 6.06 Discover The Archetype Framework
- 6.07 The Outlaw
- 6.08 The Magician
- 6.09 The Hero
- 6.10 The Lover
- 6.11 The Jester
- 6.12 The Everyman
- 6.13 The Caregiver
- 6.14 The Ruler
- 6.15 The Creator
- 6.16 The Innocent
- 6.17 The Sage
- 6.18 The Explorer
- 6.19 Identify Your Brand Role
- 6.20 How To Use The Archetypal Mix Formula
- 6.21 Build Your Personality Around Your Audience
- 6.22 Bring Your Human Brand To Life
- 6.23 EXAMPLE: Simple Personality Expression
- 6.24 EXAMPLE: From The Outlaw To The Creator
- 6.25 EXAMPLE: The Personality Of London
- 6.26 The Brand Interview Technique
- 6.27 How To Apply Your Persona Attitude
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7
M7: HOW TO CRAFT A COMPELLING MESSAGE THE LANDS IN HEARTS AND MINDS
- 7.01 The Modern Brand Messaging Structure
- 7.02 Develop Primary Core Message
- 7.03 Develop Your Secondary Core Message
- 7.04 Use The Framing Technique For Endless Content
- 7.05 How To Avoid Killing Your Message
- 7.06 Inject Effective Messaging Characteristics
- 7.07 How To Craft Compelling Copy
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8
M8: HOW TO DEVELOP A MODERN STORYTELLING FRAMEWORK
- 8.01 History, Science And Emotions Of Storytelling
- 8.02 How To Craft A Modern Story Framework
- 8.03 Step Aside For The Hero
- 8.04 The Hero's Journey
- 8.05 The Audience's Journey
- 8.06 How To Write An Effective Story
- 8.07 How To Use Message Blocks, Story Blocks & Micro Stories
- 8.08 EXAMPLES Brand Storytelling #1
- 8.9 EXAMPLES Brand Storytelling #2
- 8.10 How To Tell Your Modern Story
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9
M9: HOW TO HOOK YOUR AUDIENCE FROM THE FIRST INTERACTION
- 9.01 The Critical Role Of The Tagline
- 9.02 EXAMPLES: Iconic Taglines
- 9.03 How To Develop An Unforgettable Tagline
- 9.04 The Significance Of The Brand Name
- 9.05 How To Develop A Name With A Message
- 9.06 Inject Your Promise Into Everything You Do
- 9.07 Increase Your Value With A Hook And Pitch
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10
M10: HOW TO USE VISUAL STRATEGY TO CRAFT AN IDENTITY
- 10.01 Strategic Design Is Visual Thinking
- 10.02 The Significance Of The Logo
- 10.03 How To Build A Visual Identity With Strategy
- 10.04 Achieve The Visual Identity Goal Of Recall
- 10.05 How To Craft A Visual System That Works
- 10.06 Characteristics Of Effective Logo's
- 10.07 EXAMPLES: Inspirational Logo's
- 10.08 Leverage The Psychology Of Colour
- 10.09 Leverage The Personality Of Typography
- 10.10 Leverage The Visual Human Brain
- 10.11 EXAMPLES: Brand Identity System
- 10.12 A Strategic Design Approach
- 10.13 How To Create An Effective Style Guide
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11
M11: HOW TO BUILD AND MANAGE A BRAND PRESENCE THAT CONNECTS
- 11.01 Craft The Initial Brand Presence
- 11.02 How To Establish Your Brand Presence
- 11.03 How To Craft A Website As A Sales Tool
- 11.04 How To Create An Effective Website
- 11.05 EXAMPLES: Effective Websites
- 11.06 How To Use Social Media As A Branding Tool
- 11.07 EXAMPLES: Social Media Brand Messaging
- 11.08 How To Use Print As A Point Of Difference
- 11.09 Digital Marketing Channels For A Modern Brand
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12
M12: CASE STUDY - PROFESSIONAL FOREIGN LANGUAGE BRAND
- 12.01 Case Study - Intro
- 12.02 Case Study: Internal Brand Development
- 12.03 Case Study - Positioning - Audience Persona
- 12.04 Case Study - Positioning - Competitive Audit
- 12.05 Case Study - Positioning - Differentiator
- 12.06 Case Study - Archetype Development
- 12.07 Case Study - Brand Persona Development
- 12.08 Case Study - Core Message Framework
- 12.09 Case Study - Storytelling Framework
- 12.10 Case Study - Brand Name, Tagline & Hooks
- 12.11 Case Study - Strategic Creative Process
- 12.12 Case Study - Strategy Deliverables
- 12.13 Case Study - Feedback & Review