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.