Do you find it hard to get people to accept that everyone in your organization needs to think brand today and look at the whole, not just their part of the business? Or do you want to move the brand quickly to meet new needs and behaviors but are not quite sure how? Then this is a course for you!
Format: Online
Language: Swedish
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About the course.
Do you find it hard to get people to accept that everyone in your organization needs to think brand today and look at the whole, not just their part of the business? Or do you want to move the brand quickly to meet new needs and behaviors but are not quite sure how? Then this is a course for you!
The course has been developed to go through the fundamentals of modern brand development. The goal is to give you the insights and skills to move forward on your own with your own brand, or to become a better client for larger brand projects.
The course runs for eight weeks and follows the steps required to do thorough brand work today. The focus is on the desired future brand and how it needs to coordinate and steer the organization's strategies to succeed in a fast-moving and complex reality. We alternate theory with your own work on cases throughout the program, with a strong emphasis on what it takes to have a practical impact in reality.
The goal is to make brand work as simple as possible, but no simpler. Otherwise it loses its power to steer.
What you will learn
What you learn.
Insights into how brands work and a framework for brand thinking that clarifies the connection to business strategy
Access to a proven work process for brand development
Work with a current situation analysis and understand what it needs to include, and how much, or how little, current situation analysis is required in different situations and contexts
Develop a vision that gives direction and a clear purpose for the brand and that is the beginning of the story of what the brand is and where it is heading
Knowledge of the central components of a brand promise and the opportunity to work through and discuss a case and get feedback on it
Develop a simple integrated brand plan for implementation across the whole organization, including for example product and service development, HR and the entire customer journey. Insights into what it takes to succeed in producing a good plan of this kind
Discuss different ways of engaging the organization and getting acceptance and impact for brand thinking in the business
Target audience
Who is this for?
The course suits you if you want to learn more about brand development and how it connects to the company's overall strategic framework. You may be a communicator in a leading position or a senior communicator who wants to help create even more value in the company. You may also come from HR or a completely different part of the organization and want to learn more about modern brand building.
What "verified" means here
Verified credential.
When you complete the course, Berghs School of Communication issues your certificate. Your name, the course content and the issue date are encrypted and secured on blockchain, so it cannot be changed, and anyone can check that it is genuine.
100% Verifiable certificates Secured on blockchain
