Does the brand become less important, or on the contrary more decisive, when we can easily prompt new content with AI? This course is aimed at you if you want to work in a more brand-driven way to create long-term success in a digitally driven and increasingly complex communication landscape.
As technological development accelerates and content production becomes easier, it becomes more important than ever to understand the value of a well-considered brand positioning. Because when everyone can produce similar content at the same speed and with the same functionality, it is the brand that makes the difference.
Today, brand positioning cannot be separated from technological development. Digitalization blurs the line between product and communication, and between online and offline. New media shrink the distance between what a brand says and what it does. And an ever larger part of the brand experience lies outside an organization's direct control, through social users, influencers and increasingly complex customer journeys.
To succeed in this reality, organizations need to put greater focus on building strong brands and take a holistic approach to how they are perceived, in order to create clear, engaging and business-driving communication toward all target audiences.
In this course you learn the fundamentals of modern, digital brand strategy in five clear steps.
Each step goes through frameworks and processes for building a stronger brand, whether it is about moving a brand or clarifying what it already stands for: Potential and needs analysis, positioning and direction, personality and experience, the brand ecosystem, and strategic communication planning.
The teaching combines theory with real examples: current cases, campaigns and strategies in B2B, B2C and the public sector. We work from a clear methodology, with a look at concrete frameworks and hands-on tips on new AI tools for working with the brand both strategically and consistently.
During the course you will work on a project. To make it as concrete and relevant as possible, we recommend that you base it on a brand within your own organization. If you are a consultant, between jobs or for some other reason cannot work with your own organization, you should choose another brand you know well.
