ÉLŐ, ONLINE KURZUS

BRAND MANAGEMENT

GERRY RANDOLPH GLOBAL MARKETING LEAD,
AT SPOTIFY

LIVE ONLINE COURSE WITH GLOBAL MARKETING LEAD AT SPOTIFY

DATES:

NOV 1 2022 - DEC 13 2022

DURATION:

6 WEEKS

TUESDAYS & THURSDAYS

6 PM CET

COURSE LANGUAGE:

ENGLISH (INTERMEDIATE)

Are brands born fully formed? Or are they methodically created and refined?

Gerry Randolph helps growth companies answer that question every day with cohesive, values-driven brand strategies. Now, he's sharing his playbook with you.
Craft your own distinct brand strategy from scratch and apply the principles at work behind brands like Spotify, ASOS, and Oakley in this live branding boot camp.

DO YOU SEE YOURSELF BELOW? THEN THIS COURSE IS FOR YOU.

  • ENTREPRENEURS

    Learn how to brand your product so it reaches the right audience and sells well. Start building your brand book and explore paths for campaign development.

  • CONTENT CREATORS

    Find your differentiator. Learn how to create the perception you want with intentional messaging, visuals, and campaigns.

  • ESTABLISHED BUSINESS OWNERS

    Refine your brand strategy over a course-long project. You'll learn how to communicate across functions and accurately track brand performance as you grow.

  • ASPIRING BRAND MANAGERS

    Get hands-on training in techniques used by the world's most relevant brands. You'll build hard skills to define, plan, and measure impactful brand campaigns.

PREPARE TO ACCELERATE

  • BRAND INCUBATOR

    Put best practices into action as you workshop your own brand identity and campaign. You'll see how branding concepts work in the real world through examples, case studies, and a course-long project that brings it all home to your corporate or personal brand.

  • LIVE LEARNING

    Instead of pre-recorded videos, you'll engage with Spotify's Global Marketing Lead in live lessons and workshops. Chat with Gerry and your peers in office hours, and get direct input from an industry leader on all your assignments.

ABOUT THE COURSE

  1. IDENTITY

    Distill your brand personality. Create a brand book and messaging guidelines to define the brand approach that will advance your business goals.

  2. COMMUNICATION & CAMPAIGNS

    Bring clarity to your communication strategy. Gerry will teach you how to design, plan, and execute strategy across multiple touchpoints and stages.

  3. PERFORMANCE

    Identify the roadblocks and plan for success. You'll learn how high-performance and turnaround companies use branding as a differentiator to drive business results.

INSTRUCTOR

Gerry
Randolph

LinkedIn Profile

 
  • Brings music lovers from 170+ countries a consistent brand experience as Spotify’s Global Marketing Lead
  • Has over a decade of experience leading the branding and marketing teams behind global brands and high-performance startups
  • Overhauled ASOS’ brand experience for the US, revamping the company's editorial, CRM, marketing, partnerships, social, and influencer strategies
  • Built and executed robust user acquisition campaigns for the #1 fantasy sports website Yahoo! Fantasy Sports
  • Avid world traveler, logging trips to 55 countries and counting

SYLLABUS

  • 01

    TUESDAY (2022.11.01) 18:00

    What Is a Brand?

    • What defines a brand?
    • The story of branding
    • Types of brands: Corporate, personal, product, and service
    • How does a strong brand help your business win?
    • Case studies: Coke, Nike, Glossier, and Oatly
  • 02

    THURSDAY (2022.11.03) 18:00

    Brand Identity

    • Mission and vision
    • Brand architecture and portfolio
    • Core identity vs. extended identity
    • Housing USP and products under one brand identity
    • How you see your brand and how your audience sees you
    • What to pay attention to in your competition
  • 03

    TUESDAY (2022.11.08) 18:00

    Building Brand Guidelines

    • Getting your audience right
    • Positioning, cultural references, and brand personification
    • How to make a mood board
    • Making your brand human
    • Tone of voice and messaging guidelines
    • Translating brand personality for different touchpoints
  • 04

    THURSDAY (2022.11.10) 18:00

    Workshop #1: The Brand Book

    • 5 basic types of logos: Wordmark, lettermark, brandmark, combination, and emblem
    • How to choose font, colors, and name
    • Case study: Uber's brand book
  • 05

    TUESDAY (2022.11.15) 18:00

    Barriers to Brand Development

    • Positioning
    • Competition
    • Location and targeting
    • Timing
    • Brand investment
  • 06

    THURSDAY (2022.11.17) 18:00

    Building Trust with the Customer

    • The importance of a good first impression
    • 3 cornerstones of pre-purchase brand engagement
    • Purchase and competition
    • Post-purchase engagement and customer care
  • 07

    TUESDAY (2022.11.22) 18:00

    Communication Channels

    • Digital advertising: native, programmatic, editorial
    • Traditional media: TV, out-of-home, in-store purchase
    • Social media: organic, paid, influencer marketing
  • 08

    TUESDAY (2022.11.29) 18:00

    Brand Marketing vs. Performance Marketing

    • Brand marketing
    • Performance marketing
    • Messaging and visual guidelines in brand vs. performance
    • Choosing the right channels
    • Aligning objectives, strategies, and actions
  • 09

    THURSDAY (2022.12.01) 18:00

    Brand Metrics and Returns

    • Setting KPIs at the start of campaigns
    • Awareness, consideration, and engagement
    • How do these differ from channel metrics?
    • What do campaign results look like?
    • Case study: ASOS brand dashboard
  • 10

    TUESDAY (2022.12.06) 18:00

    Workshop #2: Cross-Functional Collaboration and Campaign Development

    • Workshop: Spotify Duo Valentine’s Day campaign
    • What goes in your campaign brief?
    • Roles and responsibilities: Product, creative, PR, media, and social
  • 11

    THURSDAY (2022.12.08) 18:00

    Trends Worth Noting in Brand Marketing + Wrap Up

    • 3 trends that are here to stay
    • Wrap-up: Putting everything together
  • 12

    TUESDAY (2022.12.13) 18:00

    Personal Branding

    • What it takes to be a marketing all-star
    • Tips on building your resume
    • How to prepare for a marketing interview
    • How to stand out in your new company, team, and role when you land your first marketing job
    • Get out, be famous

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