Can you help a team’s brand-related workflow in my corporate department?

Yes, we have clients who have chosen this relationship format. We can guide your teams’ brand-related activities on an ongoing basis - please review the outline of our Guide-Coach-Enabler offering. The relationship has a limited cost, it yields efficient and effective issue and challenge resolutions, and engenders a continuously upskilled team. reach out to discuss.

How do you address a cohesive, holistic ‘Brand Foundation’ for an organization?

We have a proprietary model, which will be happy to share in a private meeting. Do reach out and we’ll be glad to explain it, and perhaps relate it to your Company’s current foundations. A few details:

• first and foremost, our Brand Foundation ensures that the Brand has deeply meaningful content; in doing so it will earn market appreciation, selection, and loyalty; and you’ve seen the massive support for this stance by a wide variety of professionals and business gurus, and by the seminal McKinsey document in December 2025 about Branding being #1 in the priority of marketers;

• the agentic economy: not only the Business facts but also the tenets of ‘Brand’ need to be readable by AI. This way, a unique set of contributions that only you can make can be crafted, and be the basis for competitive differentiation; this is the root of our Brand Foundation;

  then, three aligned pathways to the marketplace:

• Meaning - the space you occupy in the customer’s and the market’s mind, as the governing context within which the organization operates;

• Structure - how the organization goes to market: Portfolio Management first and then an aligned, enabling Brand Architecture;

• Persona - composed of the three aspects that touch the marketplace: how you act, what you say (and how you speak), and how you look.

  These three aligned pathways to the marketplace will ensure that the ‘shiny objects’ every marketer craves will be logical, abundant, automatically and effortlessly aligned - and as such will need lower marketing investments. This has been a problem that has plagued companies and their marketers for the past several years: the shallower the Brand Fundamentals, the more ‘storytelling’ and related costs are needed to make marketing and related communications ‘stick’.

Again, we’d love it if you would reach out to learn more.

What is the scope and depth of the Fundamentals?

Here are some numbers of the Fundamentals, in their Course content as reference:

1. Brand and Branding: an overview — 75 pages, 61 minutes: terms definition, and establishing an accurate context

2. Phase 1: Planning — 79 pages, 96 minutes: know what needs to be known to do a Branding Program

3. Brand Platform — 84 pages, 97 minutes: learn about the core of a Brand

4. Brand Architecture — 131 pages, 122 minutes: a uniquely insightful of how a Brand should go to market

5. Market Persona overview — 28 pages, 49 minutes: an overview of Culture, Messaging, and Identity

6. Behavior & Culture — 65 pages, 60 minutes: connect Brand with Behavior and then a holistic Culture

7. Messaging — 50 pages, 41 minutes: map what to say to whom, in service of the the Business and of the Brand

8. Visual Identity — 61 pages, 56 minutes: not a design course here, but an appreciation of the visual persona

9. Command & Control — 34 pages, 35 minutes: it’s not the created Brand that counts, it’s the implemented Brand

10. Winning - 33 pages, 50 minutes: for consultants and corporate manager, how to manage for Brand wins

    In addition, we are in the process of adding three new sessions:

11. Brand, AI, and the Agentic Era: making Brand ‘machine-readable and human-lovable’

12. Business and Brand: the business underpinnings for Brand

13. Naming: an art and a science, a primer

Do you offer one-on-one private sessions?

Absolutely yes. Do reach out.

Can I use your content for Product Branding?

All our content relates to and is written from the perspective of Corporate Branding. However:

• certain tenets are common to Corporate and Product;

• certain Corporate Branding tenets apply to Product Branding; and

• the structural aspect of Product Branding is covered in the Brand Architecture session of the Course with respect to its place within a portfolio.

Is your ONLINE COURSE certified as Continuing Education?

It is. The Course is certified as Continuing Education by The CPD Certification Services, a highly respected British organization - the same that certifies Mark Ritson’s miniMBA Courses. And you can put this Certification on your resume’ or CV. See details at https://www.cpduk.co.uk/

How is your ONLINE COURSE different from others?

We see six main points of difference:

• They tend to be generalized – they’re called ‘Brand Strategy’ and give a holistic overview of everything; but breadth denies topical depth. We offer hands-on specificity, not a brushcoat bit of everything.

• They are based on a perspective – they are colored by the teachers’ own expertise: MBA-types see Branding through a leftbrain business lens and Creatives through a rightbrain expressional lens.
  We are brand-foundational, and background- and application-agnostic.

• They are about ‘simplicity’ – they may say “you are a busy professional and don’t have time and so this course …”, and the perspective tends to be “make branding simple” with ”here are four things to boost …” and “six worksheets that will …”. We don’t see it that way: Brand and Branding are not simple matters, cannot be made simple, and augmenting knowledge should never be shortchanged. We are Professional Grade: we review Branding in all its glorious complexity, in an organized way – then, it’s up to you to ‘simplify’ it for clients and their challenges.

• They are about framing – they tend to focus on ‘what needs to be done’ and offer little in terms of how to actually do it: sure, the basis of Brand may very well be a Why-Who-What-How-etc framework, but once you have filled those blanks …. how exactly do you extract a Positioning from it? or a considered Brand Architecture? Framing is an important start, and it better be as good as it can be, but then you actually have to do the work and come up with the solution.

• They offer formulas and inside-out standardized models – they may have charts like … Market Realities plus Corporate Strengths divided by Trends minus Competition times Corporate Goals = BRAND. Or … Why, What, How circles intersecting in the middle, and that middle is labeled ‘BRAND’ - but then how do you actually craft that "BRAND"?. And as importantly, they seem to ignore that every client is different and so a given model cannot be universally and consistently applied. We’ll share how to think about and then do it, with an outside-in perspective that makes how you work bespoke to what a client needs.

• They offer some real-life examples, and lots of examples that exists out there in the public domain. We do have examples and case histories, and more of it; BUT as most of what we show is our own global work, we can share the details and inner workings - it’ll feel like you have done that work yourself. And you can use those graphics and formats to enrich your own work.