Brand Fundamentals,
as you need them
We strive to be as flexible as possible:
We can serve up the Ten Brand Fundamentals in five different ways, to match your needs, interests, timing, and budgets
EXPERTISE
Fundamentals of Branding
context, historical to current
who does Branding today
definitions and functions
Corporate vs Product Branding
strategy to market: a path
briefly, the value of Brand
What you’ll get
An examination of Brand and Branding, as the context for the course and to provide a way to talk effectively to clients about the subject matters and their inter-relevance.
what it should, can, or must be
the parts, and Purpose
investigations & assessment
define what Brand needs to do
Action Plan, timing, budgets
how can AI help?
What you’ll get
Clarity on what must be known in order to create all the Brand Fundamentals, and on the nature and function of the Action Plan as the root for all brand development work.
Purpose (vs Brand)
path, models, componentry
Brand Platform examples
creating a Brand Promise
Promises and Taglines
how can AI help?
What you’ll get
Actionable clarity on the nature, role, and creation process of a Brand’s core and how it informs all other brand components and then everything that Brand will be and do in the world.
role, function, governing views
vs Portfolio Management
not just Branded House vs ...
Tiers, Process, Decision Trees
examples and case histories
how can AI help?
What you’ll get
In-depth understanding of the indispensability of it toward making Brand real in the marketplace, and of the completely bespoke nature of each and every client solution.
the Brand Platform as root
three-part translation
the Briefs
working with clients’ teams
implementation planning
how can AI help?
What you’ll get
A clear framing on how the tenets of Brand become real in the marketplace via the three aspects that create a market perception, and how to accurately doing so.
Brand and Culture
Corporate vs Brand Culture
Brand Values
work process, and adoption
case histories
how can AI help?
What you’ll get
An actionable appreciation of the relationship between employee culture and Brand, and of planning a sequential path from current state to alignment to adoption.
structure and approach
corporate vs business units
internal & external partners
case histories & examples
testing and deployment
how can AI help?
What you’ll get
A clear relationship between Brand and its messages, and how to deploy a delivery plan that optimizes the clients’ internal resources and external communications partners.
process, sequence, time, fees
the Creative Brief
an examination of the parts
the Theme
refresh, evolve, create
how can AI help?
what you’ll get
A practical understanding of Design in Corporate Identity, its scope and depth, and to plan and create it based on Brand and type of client as well as timing and budgets.
what is Brand Governance
the parts
governing bodies
Brand Ambassadors
corporate examples
how can AI help?
what you’ll get
A pragmatic and efficient approach to command & control the Brand’s tenets and all of its expressions: it’s not the created Brand that counts - it’s the implemented Brand.
governing perspectives
pitches and presentations
proposals and related process
responding to RFPs
examples
how can AI help?
what you’ll get
Nothing matters if you don’t win the work. But competence alone often is not enough, and there’s only one way that a practitioner can do ‘sales’: stop selling, and start helping.
INSTRUCTIONS & ASSISTANCE
The Course
We have formalized the ten key aspects of the Branding and Identity process in a CPD-certified professional-grade experiential online Course. It’s made of 10 Sessions, 60 modules, and 660 pages that will let you strengthen, refine, and optimize your approach to crafting the Brand Fundamentals. You’ll be able to use it in a way that can flex and adjust to how you see and deploy Brand, to how you work, and to your clients’ type and discrete challenges.
How the course works
Format
The Course is composed of ten sessions, each composed of six topics – sequential, integrated, and building on one another. Q. Malandrino narrates and explains the sessions in video recordings with the help of case histories, examples, and exhibits.
You can access the Course in one of two ways:
Receive all Sessions at once; then, at any point thereafter you can then have a personal email exchange and/or a phone session with Q. Malandrino.
Receive one Session a week, every Friday morning for ten weeks;
the start of the ten weeks occurs five times a year: the next start is October 10 2025;
each Session is posted on the sharesite every Friday, and is accessible via a password;
you can email questions and comments by the following Wednesday at 10am EST; this will help us collate similar topics and allow us to email-answer in a consolidated and targeted manner by the next day, Thursday by 5pm EST; and
there will be three Zoom videocalls as Q&As: between the 4th and 5th Sessions , between the 7th and 8th, and the week after the 10th.
Also,
as we are committed to serving your professional interest and addressing your comments and suggestions:
Exercises: as practical applicability is front and center in the Course’s governing perspective, ‘exercises’ will be given after Sessions 3, 4, and 6. We will score each exercise directly with you on a scale of 1 to 5 and provide feedback and suggestions. While we hope you’ll complete them, they are not a requirement for accessing the Session that follows. More specifically:
the exercise for Session 3 Brand Positioning will involve creating a full Brand Platform for a sample company (you will choose the industry space);
the exercise for Session 4 Brand Architecture will involve a review of Architecture models we will provide; and
the exercise for Session 6 Brand Culture will involve creating both an Employee and an Employer Brand for a well-known company we will provide.
Evaluations: together with each weekly Session, you will receive an Evaluation form, and we kindly ask you to complete it prior to receiving the following Session.
Certification
You will earn the Continuing Professional Development Certification is pending — and CPD hours will be granted. www.cpduk.co.uk.
Ready to get masterbranded?
10 sessions
60 modules
CPD Certification
RESOLUTION
Consulting, Workshops and Sprints
We are a full-service firm, and can provide Brand Strategy and Corporate Identity in all of their components.
In addition, to better address the dynamics of today’s Branding and the requirements of today’s clients we have created alternatives to the typically lengthy and expensive branding programs: they are bespoke Workshops and Sprints that can relatively quickly and cost-effectively address and resolve a range of challenges. Do ask us about them, so that we can confidentially share relevant examples.
And we can deliver the expertise as flexibly as you need: recorded vs live videosessions, private training, one-on-one learning, groups sessions, paced or intensive, and customized for an organization, for a client, or for a specific project/challenge.
Additionally, we offer bespoke Workshops and Sprints, illustrated here, in various iterations, are offered for any one of the ten key aspects of the Branding and Identity process - as you can see above in the Course.
Who these Sessions are for
We can add value to anyone involved with Brand, by adding my 40-year expertise and experiences to their own - quickly and inexpensively.
Corporate Managers
Corporate Managers who craft, articulate, and manage 'Brand’ in Marketing, Brand, and Communications Departments: see Brand more deeply from a developer’s standpoint, which will let you use and manage Brand better to solve challenges and open up opportunities.
Agencies and Practitioners
Agencies and Practitioners who provide Branding and Brand-related services: elevate your work to be richer and more meaningful, which makes it more valuable, which translates in better business.
Educators
Educators who can add ‘Brand’ and its relevance to Business and Management courses: Brand is relevant to many subjects, applicable to different contexts, and a useful understanding to have.