Courses Aimed at Leaving a Mark
I teach and have taught marketing, branding and entrepreneurship courses on undergraduate and graduate levels. On executive level, I teach several workshops and courses in branding. Among others, they are related to the basics of branding, brand storytelling, research methods and effectual branding.
How to Understand Brands: Consumer Safari
The objective of this course is to understand the basic principles of branding. We therefore start with Consumer Ethnography, and observing consumers in their natural habitat - and by observing and participating in their lives (for a half a day, or so) we create a good understanding for which brands they are passionate about and what role these brands play in consumer's lives.
Based on all the experiences we gather and observations we exchange, we will distill the four questions consumers ask to brands. Marketers need to find good answers to these questions in order to build consumer loyalty.
How to Tell a Story with a Brand: Storytelling
The objective of this course is two folded. First it is to develop an appealing brand story, and second, it is to align the branding team/s on the story going forward. A story is defined as “how and why life changes”, and they are told and shared in communities, exchanging knowledge and experience and passing them from generation to generation. Stories are the glue that holds society together and they help us how we make sense of the world, “a basic mode of thought for people”. It is human nature to store everyday information and knowledge that we use in our memories as stories, or myths. The best of stories survive through the minds of one listener or another, and is replicated, changed and adapted—usually imperfectly—to future generations, although still keeping the same core message.
How to Research Brands: Methods
The objective of this course is to learn about the different methods on how to research brands, and on how to measure and monitor their performance. We will discuss the large variety of research techniques and, ultimately, work out a project plan for investigating specific brands in the company's portfolio.
How to Create a Brand: Effectual Branding
The objective of this course is to discover an alternative (and more entrepreneurial) way to build a brand. Established methods of strategy making emphasize market analysis, prediction, risk calculation, and competition. Entrepreneurs are known to build brands through an alternative logic. This logic based on Effectuation think is called Effectual Branding and summarizes the way entrepreneurs are used to build their brands.