- Process and principles
- Communication systems
- Data and decisions
Learn how to develop, focus and execute brand strategies that integrate business, creative and technological perspectives. This fast-track, part-time course teaches you brand modeling techniques, tools, and practical applications.
The course provides you with key concepts and models, relevant case studies, and a practical project to apply your knowledge to. Knitting this all together is a methodical framework that allows you to connect the dots between the different perspectives in brand strategy.
Week 1: Process and principles
Introduction to the new brand strategy process. Logic, creative and tech-inspired principles. Case studies and reflections. Students share their personal learning goals.
Week 2: Framework
How to build an adaptive brand for the technological age. Methodology, theoretical models, reading list and case studies.
Week 3: Brand identity and communication systems
Understanding the models modern companies use to communicate their brands. Combines identity, storytelling, content strategy and channel strategy. Step-by-step methodology.
Week 4: Strategy briefs
A guide to the core suite of strategy briefs including; insight, platform, design, creative, content, prototype, activation, and measurement. Common formats, templates and best practice principles to create your own. Project kick-off where students are introduced to a client and receive their project brief.
Week 5: Data and decisions
Where to start with data, how to make data-driven decisions. Guides to data science, analytics, and key providers. Case studies.
Week 6: Storytelling
Management of meaning and the value of a good brand story in the technological age. Why some stick and others don’t. Templates and useful tools.
Week 7: Integrating technology in products, services and marketing
Artificial intelligence (AI) and machine learning (ML). An explanation of the technologies that will drive all products, services and marketing communications. Case studies and methodology. Practical team exercise.
Week 8: Integrating technology in user experience
Augmented reality, image recognition and voice. A summary of three futuristic technologies that will define user experience. Case studies and methodology. Practical team exercise.
Week 9: Activation strategy
How to devise, document and direct activation strategy. Best practice principles and templates.
Week 10: Effective presentations
How to create effective and compelling presentations. Best-in-class examples. Open session to discuss individual student questions on their final assignment response.
Week 11: Final client presentations
Client meeting and strategy presentation. Peer to peer feedback during the session with considered feedback from the course director and client after the session.
Week 12: Defining roles
Summary of the course and open discussion on developing roles within organizations. Networks and relations. How to create a strategic portfolio.
The course also includes process charts, frameworks, recommended reading list and tips on tailoring the process to you and your organization. Before commencement, all students set their individual learning goals and concrete action points. Individual tutoring sessions are also offered towards the end of the course.
Who is this course for
You have 5+ years of professional experience in one of the three areas covered by this course (strategy, creative, technology) or in a multidisciplinary role. You want to upskill or transform your knowledge base for a new challenge. You want to demonstrate the value of your brand, drive it forward with a broad perspective and lead teams across silos.
Podcast – If this then that
Introducing If this, then that, a podcast that explores how Brand Strategy is more than just a mindset that applies to brands and the corporate world. Instead, strategy gives us all tools and techniques to decide what’s important, and how to turn intention into action. A strategic approach can help make everything – home, school, life, work, relationships – just better. Every choice we make is a sort of strategy – so you might as well get good at it! The podcast is hosted by Michael Aneto (Chief Design Officer at SAI and course director of our online Brand Strategy course) & Adam Horne (Creative Director of Berghs Studio). They explore how strategic thinking can help navigate the most significant issues of our times. From helping organizations bake sustainability into everything they do, to how #BlackLivesMatter can be a wake-up call to brands to respect and serve more parts of society. Plus, they do it in a light conversation way. So it’s perfect to listen to as you go about your day.
You’ll find answers to the most frequently asked questions here
- Brand strategy development
- Brand identity systems
- Briefing formats, tools and templates
- Data, and business intelligence
- Making decisions
- Latest technology in marketing
- Products, services and experience
- Strategy presentation creation
- Experience with a real strategy pitch
Michael Aneto is chief design officer at SAI – an Amsterdam based design and technology design firm with clients including Nike and Teijin. Michael has worked at various leading international digital agencies and is an expert in strategy, design systems, and Arsenal.
How to enrol
By clicking on “Register” on this page you take your first step towards enrolling in the course. There are no financial obligations at this stage. Later in the process, after assessing your level of experience, we will offer you to enrol and ask you to confirm your participation.