Course curriculum

  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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