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The course's goal is to shift the perception of brands from being an organization's visual identity (e.g., logo) and image (customers' brand associations) to an experience delivered along "moments-that-matter" along the customer journey and thus delivered by people from across the organisation. Brands are thus more than just an external promise to customers; they are also a means of implementing business strategy through internal brand-led behaviour and culture change.
The following skills will be taught to you and practised:
- From a broad organisational standpoint, how do you build brands?
- How to drive brand-led culture change with human resource practises at the forefront (i.e., brand as a lever and not just an outcome)
- How to build brands across cultures and geographies in multi-brand companies
- How to assess brand health in new ways, that is, internally as well as externally
- How to value and capture brand returns across the organisation - introducing the new concept of employee-based brand equity - and how it differs from valuing brands as intangible assets.
Syllabus :
1. Brand Purpose & Experience
- Brand identity and brand image
- Interview with Bethany Koby, Director, Technology Will Save Us
- Brand purpose
- Interview with David Kershaw, CEO, M&C Saatchi
- 3E's
2. Brand Design & Delivery
- Why brand experiences matter
- Digital brand experiences
- Designing Brand Experiences
- Signature Pricing
- Interview with Huib van Bockel
- Interview with Professor Bernd H. Schmitt (Columbia Business School)
3. Brand Leadership and Alignment
- Connecting the Dots
- From Silos to Synchrony
- Interview with Ije Nwokorie (CEO, Wolff Olins)
- Aligning the 3Bs at LBS
- Interview with Helen Casey (Head of Marketing, Old Mutual)
- Interview with Henk Viljoen (Group Head of Internal Communications, Old Mutual)
- Global Alignment
- Interview with Keith Weed (CMO, Unilever)
- Brand Portfolio Management
4. Brand Practices & Engagement
- Interview with Helen Edwards (Co-founder and director, Passionbrand)
- Interview with Richard Hytner (Deputy Chairman, Saatchi & Saatchi)
- Interview with Tanya Truman (Lush)
- Interview with Nik Allebon (Lush)
- The Six A's of Brand Engagement
- The ABCs of Behaviour Change
5. Brand Metrics & Returns
- Brand health: The traditional approach
- Internal brand health
- Customer-based brand equity
- Employee-based brand equity
- Brand Value and Valuation
- Interview with David Haigh, CEO, Brand Finance
- Brand Metrics
