4-week online course

This is a self-directed course, that we suggest to be completed in 4 weeks. You will learn the basic elements of successful brands along with some tips that will make your marketing strategy a lot easier and more effective. You will realise that trying to convince people about your product or service head-on is a waste of time. Upon completing the session, you will have a clear idea on how to leverage portfolio management, pricing and promo strategies.

Key topics of this course

  • Brand Building tips

    Leverage Associations, Salience and Fluency to build long-term growth.

  • Activation tips

    Leverage Social proof, Scarcity and Reciprocity for short-term results.

  • Price & Promo tips

    Leverage Fairness, Anchoring and Free to avoid price reductions.

Who should attend

This course will give you the knowledge and tools you need, to achieve long-term growth. This looks like:

  • Product and brand leaders

  • Communication managers

  • Digital managers

  • Trade marketers

  • Strategists & Planners

Course outline

  • 1

    Revealing the irrationality of human nature

    • Welcome to this Masterclass

      FREE PREVIEW

    • Expectations shape realities

    • How are you planning to use this knowledge?

    • Why do we bother so much with Brand building?

    • Back in the Ice Age

    • Deep dive into the human brain

    • Hot buttons exercise
  • 2

    Hacking perceptions on Brand Building

    • Find the missing letter

    • Associations

    • The Pepsi Challenge

    • Category Entry Points

    • Reflections on Associations

    • Salience - How we see

    • Breaking through the clutter

    • Salience tricks

    • Reflections on Salience

    • Fluency

    • Distinctive assets

    • Reflections on Fluency
  • 3

    Hacking perceptions on Activation

    • Social influence

    • Social Proof

    • AirPod flexing

    • Social Proof watch-outs

    • Reflections on Social Proof

    • Scarcity effect

    • Reflections on Scarcity

    • Reciprocity

    • Reflections on Reciprocity

    • BONUS: Brand building vs Activation
  • 4

    Hacking perceptions on Price

    • How much would you pay for a beer?

    • Let's see the answer

    • Fairnesss - The story of Picasso

    • Fairness in practice

    • Reflections on Fairness

    • Anchoring

    • Creating anchors

    • Reflections on Anchoring

    • The power of free

    • Reflections on Power of free

    • BONUS: Value pay-off

    • Reflections on Value pay-off
  • 5

    Wrap up

Start learning today

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