Marketing & Brand
Understand consumers and deliver value7 classesUnderstanding consumers, building brand value and designing actionable growth paths — brand strategy, insight, digital marketing, channels and pricing.
7 classes in this theme
Brand Strategy: From Positioning to Brand Equity
Positioning decides how customers think of you; brand equity decides what they will pay for you
Consumer Insight and User Research
Insight is not what users say; it is why they do what they do
Marketing Communication in the Digital Age
From shouting at everyone to filtering for the right few
Channels and Omnichannel Growth
Let customers buy smoothly anywhere, without channels fighting each other
New Brand Cases: What They Did Right
Strip the marketing talk; keep only the repeatable moves
Pricing and Perceived Value
Price is not cost plus markup; it is the tipping point of the customer's mental scale
Marketing Review and the Growth Loop
Marketing without review is gambling; marketing with review is a business