Digital Brand Strategy

Berghs Professional

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

Summary

Register Last application date is 31 jan 2019

Date: 14 mar 2019 – 6 jun 2019

Last Application Date: 31 Jan 2019

Course Content

Companies have multiple products, services, and strategies, from business level to sales and communication. Innovative brand strategy unifies, differentiates and connects it to people. And of course, digital is now the fabric of everything. 
 
Each week, this course highlights key aspects to brand strategy. You will select a case or area that you wish to work on for the entire course, and apply your new-learned skills to it. Perhaps it’s your company’s brand. Perhaps another that presents interesting challenges for you. In the first few weeks, the emphasis is on formation with practical models and examples. In the latter weeks, we switch the emphasis to implementation.

The course is structured in chapters, as follows:

Week 1 (design): how to create brand strategy with innovative design-thinking.

Week 2 (build): brand architecture practices including tools and models.

Week 3 (story): defining and refining the bedrock for all communication.

Week 4 (people): how to best leverage every brand’s most valuable resource.

Week 5 (product): methods of embedding products and services seamlessly into strategy.

Week 6 (positioning): defining objectives, examples and robust methodology.

Week 7 (intelligence): brand measurement strategy, planning and analysis. Tools and methodology.

Week 8 (culture): how to understand, leverage and meaningfully contribute.

Week 9 (tone): understanding, defining and effectively communicating your brand’s tone for internal and external purposes.

Week 10 (activation): digital marketing and social media examples, tools and planning methods.

Week 11 (influence): identifying, managing and inspiring your brand’s biggest influencers.

Week 12 (final): final student presentations.

 

At the end of the course, participants present their strategy for their brand of choice.

Each course week consists of a combination of video-recorded class, a practical assignment, a video conference for conversation and lots of feedback. The students are also offered two individual meetings with the teacher – one halfway through the course and one towards the end of the course – to discuss individual progress and professional challenges.

Who is this course for

This course is designed for young professionals working with marketing and communication. You have 1 to 5 years of experience, perhaps you already work with digital, social and make strategic decisions for your brand marketing communication. You look for innovative models and structure to grow your brand meaningfully and effectively through digital means.

 

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Integrity Policy

14 mar 2019 – 6 jun 2019

Last application date is 31 jan 2019

Register Last application date is 31 jan 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
31 250 SEK

Fee excl. VAT
25 000 SEK

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

Course fee

Fee incl. VAT

31 250 SEK

Fee excl. VAT

25 000 SEK

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