Digital Brand Strategy

Berghs Professional

This course introduces practical models, reveals inspiring best-in-class cases, and introduces relevant marketing tools. Whether you're working with an established brand or are trying to build one, you will learn how to create an ecosystem that enables your brand and its products to thrive in the digital era.

Summary

Register Last application date is 2 sep 2019

Date: 11 sep 2019 – 30 oct 2019

Last Application Date: 2 Sep 2019

Course Content

The course comprises three elements:

  1. Introduction and application of abstract concepts and detailed models.
  2. Analysis of fresh, relevant case studies.
  3. Course brief with weekly assignments and a final presentation.

Knitting this all together is a methodical framework that allows the course participants to really immerse themselves in the diverse areas, and to join dots between them. Our approach is deliberately high-level and fast-paced. You will get a deep understanding of the fundamentals, and the practice of operating at speed to a high standard.

Orientation
Meet and greet, reading materials, Canvas, video vs live lessons, presentation tools, weekly assignments and final presentation briefing.

Week 1 – design
Constructing brand strategies with innovative design-thinking.

Week 2 – build
Brand architectural practices, tools and models. 

Week 3 – data & intelligence
Mapping and defining sources

Week 4 – culture & people
Making internal culture and stakeholders work for your strategy.

Week 5 – positioning
Differentiating and refining your brand’s digital positioning

Week 6 – story
Understanding and harnessing the science and psychology of stories

Week 7 – activation & digitally inspired product
Communications planning frameworks; creating additional revenue streams

Week 8 – final assignment presentation
Class presentations

Each week consists of a live online lesson to discuss the week’s topic in depth and any assignment related questions. Weekly assignments are a combination of solo and group work, although each participant is solely responsible for their final presentation. You will give and receive lots of feedback, we encourage constant dialogue and diversity of opinions within the course. You are also offered two individual meetings with the teacher – one halfway through the course and one after the end of the course – to discuss individual progress and your own professional challenges.

Who is this course for

As your career develops and digital means more to brands, strategic understanding and adaptiveness are increasingly required.
This course is a masterclass for communication professionals with a few years of experience who:

  • want to understand digital brand strategy
  • need to refresh their strategic skills
  • are looking for strategic rigor and innovative models
  • have roles that mix strategy and creativity

Typical professions and disciplines: entrepreneurs, brand marketing, design, creative professional, content creation, production and research.

 

Learn more


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Integrity Policy

11 sep 2019 – 30 okt 2019

Last application date is 2 sep 2019

Register Last application date is 2 sep 2019

Key Learnings

  • Innovative brand strategy models
  • Design thinking
  • Design for culture
  • Consumer digital behaviour
  • Segmentation and targeting in digital
  • Digital content strategy
  • Channels and measurement
  • Relationships in the digital era

Course director

Michael Aneto is Founder and Chief Design Officer at SAI, an independent digital design practice in Amsterdam. Michael has extensive professional experience with branding, strategy, planning, and digital production from Perfect Fools, 180, AKQA and more. Michael is also an experienced teacher, he has led international online courses at Berghs since 2017.

 

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.

FAQ

You’ll find answers to the most frequently asked questions here
For any further question, please contact our international coordinator Madeleine Eriksson

  • Innovative brand strategy models
  • Design thinking
  • Design for culture
  • Consumer digital behaviour
  • Segmentation and targeting in digital
  • Digital content strategy
  • Channels and measurement
  • Relationships in the digital era

Course director

Michael Aneto is Founder and Chief Design Officer at SAI, an independent digital design practice in Amsterdam. Michael has extensive professional experience with branding, strategy, planning, and digital production from Perfect Fools, 180, AKQA and more. Michael is also an experienced teacher, he has led international online courses at Berghs since 2017.

 

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.

You’ll find answers to the most frequently asked questions here
For any further question, please contact our international coordinator Madeleine Eriksson

Fee incl. VAT
22 500 SEK

Fee excl. VAT
18 000 SEK

Local VAT may apply, read more . The currency converter offers an estimate. Final amounts may differ.

Course fee

Fee incl. VAT

22 500 SEK

Fee excl. VAT

18 000 SEK

Local VAT may apply, read more . The currency converter offers an estimate. Final amounts may differ.