Hello

The world’s most powerful and profitable brands win by selling benefits and not features. Competing through benefits helps these brands deliver relevant value to customers. It also enables these brands to distance themselves from competitors who focus on functional features – and so get sucked into price-based competition.

Guided by the Brand Benefits Box – a practical management tool Dr. Coleman has used extensively with clients around the globe – this course will help you think about how you can sell a broad range of benefits through your brands.  Each element of the Brand Benefits Box contains practical tools and templates that will help you – and your teams – apply the insights this course introduces to your organisation.

By the end of this course, you’ll be able to think about selling benefits through brands in a structured, sophisticated and scalable way.  

 

 

Relevant and informative; above all, though, it was engaging — something that’s quite hard to do when you have a lot of information to take in and process. He offered relatable examples which helped really solidify some of the more abstract ideas of the course.

Alexandra Iordache, Communications and Branding Director – Faurecia Clean Mobility (USA)

 

Why take this course?

https://vimeo.com/685842527

Benefits

Taking this course will help you:

• Compete through brand-related benefits and not features
• Distance your brand from price-based competitors
• Broaden your perspective on how to deliver value through brands to your customers
• Understand how to deliver value through the following types of benefits
  • Functional
  • Social
  • Self-expressive
  • Emotional
• Apply a practical management tool – The Brand Benefits Box – that will structure your approach to selling benefits through brands
• Share a suite of practical tools with your colleagues / team so they too can deliver greater value through selling brand-related benefits
• Learn how the various types of benefits play out in practical via worked examples
• Enrol with confidence due to our no questions asked 30 day money back guarantee

Meet your workshop facilitator: Dr. Darren Coleman

Darren has over 25 years’ brand marketing experience spanning Europe, the Middle East, South East Asia and Japan. He specialises in helping brands retain relevance through brand experiences. Johnson & Johnson, FUJIFILM, Dubai Properties, Maybank, Orange, and PepsiCo are among the brands he has helped.

Darren holds an MA in marketing and a PhD in B2B services brand marketing. Darren recently authored Building Brand Experiences: A Practical Guide to Retaining Brand Relevance, published by Kogan Page for global distribution which is available in Korean and is due for publication in Mandarin / Turkish (2022).

 

Outside of work, Darren enjoys spending time with his wife and family, playing tennis, motor-boating, socialising, scuba diving, snoozing in his Mexican hammock, yoga and watching Birmingham City Football Club. Granted, some are more enjoyable than others. Darren can be connected with on LinkedIn

How is the content delivered?

Approximately 25 minutes of instructor-led video content broken down into:

• Introduction of key ideas/insights
• Application of practical tools & templates
• Relevant case studies to illustrate the point being made
• Frequent knowledge checks and an end of course quiz– to keep you engaged and check you’re on track

The course is split into shorter segments. Ideal for watching over a cup of coffee or with a cup of tea. To give you a feel for the content here’s a short clip:

 

https://vimeo.com/685843142

Who has this course been designed for?

If you’re responsible for marketing, brand, brand experience, customer experience, corporate strategy, business development or corporate communications this course is for you. Consultants and advisers who work with brands will also find this course useful.

He has excellent knowledge in brand management with a very oriented methodologies. A mix of marketing and brand strategies lessons that really excites. 

Dércio Costa, Senior Brand Manager at Heineken Mozambique

What does the course cover?

• Learning objectives
• Welcome and thank you
• The Brand Benefits Box
• Functional benefits
• Self-expressive benefits
• Social benefits
• Emotional benefits
• Nuanced emotional benefits
• Selling brand benefits: Top tips
• Course recap
• Action planning – putting the insights you’ve acquired into action
• Learning objectives – revisited

Selected case studies

To illustrate how the ideas this course introduces work in practice case studies from around the world are used. Here are just a few examples:

Additional resources

When you register for this course, you’ll be able to download the following FREE resources:

 

• Brand Benefits Box
• A summary of the types of benefits, plug and play templates and worked examples so you can see how the key ideas work together.

100% Money Back Guarantee

How long can I access the course content for?

90 days. During that time you can review the materials as many times as you like!

Disclaimer

This course contains some copyrighted material, the use of which has not always been specifically authorised by the copyright owner.

This content is freely available online. It is used in a reasonable effort for comment, criticism (in a very small number of cases) and review in order to report on best practice in ways that support this course. The use of this material does not adversely affect the market for the original work. Original sources are acknowledged after course enrolment.  

For the avoidance of doubt, all content, unless otherwise expressly stated, is not owned by Wavelength Marketing Ltd and no copyright is stated/intended. All rights are reserved to the copyright owners.

If you haven’t taken Delivering Brand Driven Growth then taking this course is a mighty fine place to start. It will give you a feel for the type of thinking we share in Delivering Brand Driven Growth and provide a great introduction to the course.

Feature image credit: Clark van der Beken

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Hello

It’s critical that your target customer, customers and / or other stakeholders can connect your brand with the associations you want to create in their minds. Being able to articulate your brand positioning clearly and concisely is a core brand marketing skill that will help you do that.

This course breaks the process of writing a brand positioning statement into a simple and structured five step process. Each step of the process is supported by practical tools and templates that will enable you – and your team – to put the ideas being introduced into action at your organisation.

By the end of this course, you’ll be able to write your own brand positioning statement which can be used focus and inform your brand strategy.

 

 

Relevant and informative; above all, though, it was engaging — something that’s quite hard to do when you have a lot of information to take in and process. He offered relatable examples which helped really solidify some of the more abstract ideas of the course.

Alexandra Iordache, Communications and Branding Director – Faurecia Clean Mobility (USA)

 

Why take this course?

Benefits

Taking this course will help you:

• Understand the five steps that make up a positioning statement
• Write a positioning statement for yourself
• Structure and focus your brand positioning thinking
• Fine-tune your brand positioning statement based on Dr. Coleman’s top tips
• Support your teams with practical tools/advice so they can write a brand positioning statement for themselves.
• Enrol with confidence due to our no questions asked 30 day money back guarantee

Meet your workshop facilitator: Dr. Darren Coleman

Darren has over 25 years’ brand marketing experience spanning Europe, the Middle East, South East Asia and Japan. He specialises in helping brands retain relevance through brand experiences. Johnson & Johnson, FUJIFILM, Dubai Properties, Maybank, Orange, and PepsiCo are among the brands he has helped.

Darren holds an MA in marketing and a PhD in B2B services brand marketing. Darren recently authored Building Brand Experiences: A Practical Guide to Retaining Brand Relevance, published by Kogan Page for global distribution which is available in Korean and is due for publication in Mandarin / Turkish (2022).

 

Outside of work, Darren enjoys spending time with his wife and family, playing tennis, motor-boating, socialising, scuba diving, snoozing in his Mexican hammock, yoga and watching Birmingham City Football Club. Granted, some are more enjoyable than others. Darren can be connected with on LinkedIn

How is the content delivered?

Approximately 40 minutes of instructor-led video content broken down into:

• Introduction of key ideas/insights
• Application of practical tools & templates
• Relevant case studies to illustrate the point being made
• Frequent knowledge checks and an end of course quiz– to keep you engaged and check you’re on track

The course is split into shorter segments. Ideal for watching over a cup of coffee or with a cup of tea. To give you a feel for the content here’s a short clip:

 

Who has this course been designed for?

If you’re responsible for marketing, brand, brand experience, customer experience, corporate strategy, business development or corporate communications this course is for you. Consultants and advisers who work with brands will also find this course useful.

He has excellent knowledge in brand management with a very oriented methodologies. A mix of marketing and brand strategies lessons that really excites. 

Dércio Costa, Senior Brand Manager at Heineken Mozambique

What does the course cover?

• Learning objectives
• Welcome and thank you
• What is brand positioning?
• Structuring your brand positioning statement
• Step 1: Define target customer(s)
• Step 2: Specify brand name
• Step 3: Identify jobs to be done
• Step 4: Define differentiated benefits
• Step 5: Giving reasons to believe
• Brand positioning statement: Worked example
• Course recap
• Action planning – putting the insights you’ve acquired into action
• Learning objectives – revisited

Selected case studies

To illustrate how the ideas this course introduces work in practice case studies from around the world are used. Here are just a few examples:

Additional resources

When you register for this course, you’ll be able to download the following FREE resources:

• Brand positioning statement overview
• Brand positioning statement template
• Brand positioning statement worked example

100% Money Back Guarantee

How long can I access the course content for?

90 days. During that time you can review the materials as many times as you like!

Disclaimer

This course contains some copyrighted material, the use of which has not always been specifically authorised by the copyright owner.

This content is freely available online. It is used in a reasonable effort for comment, criticism (in a very small number of cases) and review in order to report on best practice in ways that support this course. The use of this material does not adversely affect the market for the original work. Original sources are acknowledged after course enrolment.  

For the avoidance of doubt, all content, unless otherwise expressly stated, is not owned by Wavelength Marketing Ltd and no copyright is stated / intended. All rights reserved to the copyright owners.

If you haven’t taken Delivering Brand Driven Growth then taking this course is a mighty fine place to start. It will give you a feel for the type of thinking we share in Delivering Brand Driven Growth and provide a great introduction to the course.

Feature image credit: Chinh Le Duc

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Hello

 

Knowing how to start then structure your approach to brand performancemeasurement is a skill all successful brand marketers must master.

This short course on Measuring Brand-Driven Growth Effectively will provide initial advice and insights that will help you get started with measuring brand performance. Don’t worry, it’s not overly technical or mathematical. The idea is to share underlying principles you can apply.

Relevant and informative; above all, though, it was engaging — something that’s quite hard to do when you have a lot of information to take in and process.

Alexandra Iordache, Communications and Branding Director – Faurecia Clean Mobility (USA)

Brand-driven growth

This short course on Measuring Brand-Driven Growth Effectively is a section from our Delivering Brand-Driven Growth course.  If you’ve taken Delivering Brand-Driven Growth there’s no need to take this course. If not, then taking Measuring Brand-Driven Growth Effectively is a mighty fine place to start as it will give you a feel for the type of thinking we share in Delivering Brand-Driven Growth.

Benefits

Meet your workshop facilitator: Dr. Darren Coleman

Darren has over 25 years’ brand marketing experience spanning Europe, the Middle East, South East Asia and Japan. He specialises in helping brands retain relevance through brand experiences. Johnson & Johnson, BUPA, Dubai Properties, Maybank, Orange, and PepsiCo are among the brands he has helped.

Darren holds an MA in marketing and a PhD in B2B services brand marketing. Darren recently authored Building Brand Experiences: A Practical Guide to Retaining Brand Relevance, published by Kogan Page for global distribution which is available in Korean and is due for publication in Mandarin / Turkish (2021).

 

Outside of work, Darren enjoys spending time with his wife and family, playing tennis, motor-boating, socialising, scuba diving, snoozing in his Mexican hammock, yoga and watching Birmingham City Football Club. Granted, some are more enjoyable than others. Darren can be connected with on LinkedIn

How is the content delivered?

Approximately 12 minutes of recorded video content broken down into

• Introduction of key ideas/insights
• Case study evaluation
• Application of practical tools & templates
• Progress points and quizzes – to check you’re on track

The course is split into shorter segments. Ideal for watching over a cup of coffee or with a cup of tea. To give you a feel for the content here’s a short clip:

 

Who has this course been designed for?

If you’re responsible for marketing, brand, brand experience, customer experience, corporate strategy, sales, business development, insight, finance, human resources or corporate communications this course is for you. Consultants and advisers who work with brands will also find this course useful. Chief Financial Officers and those in finance teams may also want to take a look – especially if they want to push their marketing colleagues, just a little bit harder.

He has excellent knowledge in brand management with a very oriented methodologies. A mix of marketing and brand strategies lessons that really excites. 

Dércio Costa, Senior Brand Manager at Heineken Mozambique

What does the course cover?

• Learning objectives
• Understanding the role share of voice and share of search play in brand-growth
• Realising why informed brands take a balanced approach to measurement
  • Employee metrics
  • Brand metrics
  • Financial metrics

Selected case studies

To illustrate how the ideas this course introduces work in practice a select number of case studies are used based on Dr. Coleman’s personal experience.

 

100% Money Back Guarantee

How long can I access the course content for?

90 days. During that time you can review the materials as many times as you like!

Disclaimer

This course contains some copyrighted material, the use of which has not always been specifically authorised by the copyright owner.

This content is freely available online. It is used in a reasonable effort for comment, criticism (in a very small number of cases) and review in order to report on best practice in ways that support this course. The use of this material does not adversely affect the market for the original work. Original sources are acknowledged after course enrolment.  

For the avoidance of doubt, all content, unless otherwise expressly stated, is not owned by Wavelength Marketing Ltd and no copyright is stated / intended. All rights reserved to the copyright owners.

If you haven’t taken Delivering Brand Driven Growth then taking this course is a mighty fine place to start. It will give you a feel for the type of thinking we share in Delivering Brand Driven Growth and provide a great introduction to the course.

Feature image credit: Diana Polekhina

Hello

Take a moment. And think about the world’s most valuable brands. The likes of Apple, Nike or Microsoft probably come to mind or in the case of B2B IBM, General Electric, Rolls Royce. Do they compete primarily through price? No. They compete primarily through value.

Powerful brands have emotional appeal and this delivers value because it decreases price sensitivity. Think about it. When did you see Apple doing buy one iPhone get one free or GE offering a discount on a power turbine?

This short course on Delivering Maximum Value Through Brands, will help you think about the value your brand can deliver to customers and other stakeholders. A particular emphasis will be placed on delivering value through brand experiences so you can distance yourself from price-based competitors.

Relevant and informative; above all, though, it was engaging — something that’s quite hard to do when you have a lot of information to take in and process. He offered relatable examples which helped really solidify some of the more abstract ideas of the course.

Alexandra Iordache, Communications and Branding Director – Faurecia Clean Mobility (USA)

Brand-driven growth

This short course onDelivering Maximum Value Through Brands is a section from our Delivering Brand-Driven Growth course.  If you’ve taken Delivering Brand-Driven Growth there’s no need to take this course. If not, then takingDelivering Maximum Value Through Brands is a mighty fine place to start as it will give you a feel for the type of thinking we share in Delivering Brand-Driven Growth.

Benefits

Meet your workshop facilitator: Dr. Darren Coleman

Darren has over 25 years’ brand marketing experience spanning Europe, the Middle East, South East Asia and Japan. He specialises in helping brands retain relevance through brand experiences. Johnson & Johnson, BUPA, Dubai Properties, Maybank, Orange, and PepsiCo are among the brands he has helped.

Darren holds an MA in marketing and a PhD in B2B services brand marketing. Darren recently authored Building Brand Experiences: A Practical Guide to Retaining Brand Relevance, published by Kogan Page for global distribution which is available in Korean and is due for publication in Mandarin / Turkish (2021).

 

Outside of work, Darren enjoys spending time with his wife and family, playing tennis, motor-boating, socialising, scuba diving, snoozing in his Mexican hammock, yoga and watching Birmingham City Football Club. Granted, some are more enjoyable than others. Darren can be connected with on LinkedIn

How is the content delivered?

Approximately 45 minutes of recorded video content broken down into

• Introduction of key ideas/insights
• Case study evaluation
• Application of practical tools & templates
• Progress points and quizzes – to check you’re on track

The course is split into shorter segments. Ideal for watching over a cup of coffee or with a cup of tea. To give you a feel for the content here’s a short clip:

 

Who has this course been designed for?

If you’re responsible for marketing, brand, brand experience, customer experience, corporate strategy, sales, business development, insight or corporate communicationsDelivering Maximum Value Through Brands is for you. Consultants and advisers who work with brands will also find this course useful.

He has excellent knowledge in brand management with a very oriented methodologies. A mix of marketing and brand strategies lessons that really excites. 

Dércio Costa, Senior Brand Manager at Heineken Mozambique

What does the course cover?

• Learning objectives
• Understanding the dangers of competing on price
• Establishing sources of value in your brand 
• Identifying your brand benefits         
• Appreciating the importance of brand experiences  
• Articulating your value proposition

Selected case studies

To illustrate how the ideas this course introduces work in practice case studies from around the world are used. Here are just a few examples:

 

100% Money Back Guarantee

How long can I access the course content for?

90 days. During that time you can review the materials as many times as you like!

Disclaimer

This course contains some copyrighted material, the use of which has not always been specifically authorised by the copyright owner.

This content is freely available online. It is used in a reasonable effort for comment, criticism (in a very small number of cases) and review in order to report on best practice in ways that support this course. The use of this material does not adversely affect the market for the original work. Original sources are acknowledged after course enrolment.  

For the avoidance of doubt, all content, unless otherwise expressly stated, is not owned by Wavelength Marketing Ltd and no copyright is stated / intended. All rights reserved to the copyright owners.

If you haven’t taken Delivering Brand Driven Growth then taking this course is a mighty fine place to start. It will give you a feel for the type of thinking we share in Delivering Brand Driven Growth and provide a great introduction to the course.

Feature image credit: Brands&People

Hello

The world’s leading managers and executives take time to articulate and understand their brand: brand values, brand essence, brand personality and brand positioning.  Doing this provides these organisations with a solid brand platform to drive sustainable, scalable growth.

Terms like brand values, brand essence, brand personality and brand positioning are frequently bounced around in marketing meetings. But cracks in marketers’  knowledge can start to show when they are used as the cornerstones of brand growth.

During this short course on Building Brands That Drive Growth, you’ll use a suite of practical tools, case studies and obtain expert trainer insight so you can build brands that will act as a platform for growth.

Relevant and informative; above all, though, it was engaging — something that’s quite hard to do when you have a lot of information to take in and process. He offered relatable examples which helped really solidify some of the more abstract ideas of the course.

Alexandra Iordache, Communications and Branding Director – Faurecia Clean Mobility (USA)

Brand-driven growth

This short course on Building Brands That Drive Growth is a section from our Delivering Brand-Driven Growth course.  If you’ve taken Delivering Brand-Driven Growth there’s no need to take this course. If not, then taking Building Brands That Drive Growth is a mighty fine place to start as it will give you a feel for the type of thinking we share in Delivering Brand-Driven Growth.

Benefits

Darren has over 25 years’ brand marketing experience spanning Europe, the Middle East, South East Asia and Japan. He specialises in helping brands retain relevance through brand experiences. Johnson & Johnson, BUPA, Dubai Properties, Maybank, Orange, and PepsiCo are among the brands he has helped.

Darren holds an MA in marketing and a PhD in B2B services brand marketing. Darren recently authored Building Brand Experiences: A Practical Guide to Retaining Brand Relevance, published by Kogan Page for global distribution which is available in Korean and is due for publication in Mandarin / Turkish (2021).

 

Outside of work, Darren enjoys spending time with his wife and family, playing tennis, motor-boating, socialising, scuba diving, snoozing in his Mexican hammock, yoga and watching Birmingham City Football Club. Granted, some are more enjoyable than others. Darren can be connected with on LinkedIn

How is the content delivered?

Approximately 70 minutes of recorded video content broken down into

• Introduction of key ideas/insights
• Case study evaluation
• Application of practical tools & templates
• Progress points and quizzes – to check you’re on track

The course is split into shorter segments. Ideal for watching over a cup of coffee or with a cup of tea. To give you a feel for the content here’s a short clip:

 

Who has this course been designed for?

If you’re responsible for marketing, brand, brand experience, customer experience, corporate strategy, sales, business development, insight or corporate communications this course is for you. Consultants and advisers who work with brands will also find this course useful.

He has excellent knowledge in brand management with a very oriented methodologies. A mix of marketing and brand strategies lessons that really excites. 

Dércio Costa, Senior Brand Manager at Heineken Mozambique

What does the course cover?

• Learning objectives
• Knowing how to reduce brand jargon     
• Using brand values to connect with customers
• Driving growth through brand essence
• Giving your brand emotional appeal through brand personality
• Using brand positioning to create brand associations
• Understanding the importance of distinctive brand assets

Selected case studies

To illustrate how the ideas this course introduces work in practice case studies from around the world are used. Here are just a few examples:

 

100% Money Back Guarantee

How long can I access the course content for?

90 days. During that time you can review the materials as many times as you like!

Disclaimer

This course contains some copyrighted material, the use of which has not always been specifically authorised by the copyright owner.

This content is freely available online. It is used in a reasonable effort for comment, criticism (in a very small number of cases) and review in order to report on best practice in ways that support this course. The use of this material does not adversely affect the market for the original work. Original sources are acknowledged after course enrolment.  

For the avoidance of doubt, all content, unless otherwise expressly stated, is not owned by Wavelength Marketing Ltd and no copyright is stated / intended. All rights reserved to the copyright owners.

If you haven’t taken Delivering Brand Driven Growth then taking this course is a mighty fine place to start. It will give you a feel for the type of thinking we share in Delivering Brand Driven Growth and provide a great introduction to the course.

Feature image credit: Siora-Photography-

Hello

Brands are emotionally-orientated intangible assets. This can make it hard for the c-suite to genuinely believe in brands where objectivity, finance and hard facts count.

Data also shows those in the c-suite can struggle to have a firm handle on how brands are built (Figure 1).

To drive growth through brands marketers, need to be able to engage the c-suite with brands. This short course on Engaging & Aligning Your C-Suite with Brands will provide you with some practical tools, templates and insights that will help you do that.

Relevant and informative; above all, though, it was engaging — something that’s quite hard to do when you have a lot of information to take in and process. He offered relatable examples which helped really solidify some of the more abstract ideas of the course.

Alexandra Iordache, Communications and Branding Director – Faurecia Clean Mobility (USA)

Brand-driven growth

This short course on Engaging & Aligning Your C-Suite with Brands is a section from our Delivering Brand-Driven Growth course.  If you’ve taken Delivering Brand-Driven Growth there’s no need to take this course. If not, then taking Engaging & Aligning Your C-Suite with Brands is a mighty fine place to start as it will give you a feel for the type of thinking we share in Delivering Brand-Driven Growth.

Benefits

Meet your workshop facilitator: Dr. Darren Coleman

Darren has over 25 years’ brand marketing experience spanning Europe, the Middle East, South East Asia and Japan. He specialises in helping brands retain relevance through brand experiences. Johnson & Johnson, BUPA, Dubai Properties, Maybank, Orange, and PepsiCo are among the brands he has helped.

Darren holds an MA in marketing and a PhD in B2B services brand marketing. Darren recently authored Building Brand Experiences: A Practical Guide to Retaining Brand Relevance, published by Kogan Page for global distribution which is available in Korean and is due for publication in Mandarin / Turkish (2021).

Outside of work, Darren enjoys spending time with his wife and family, playing tennis, motor-boating, socialising, scuba diving, snoozing in his Mexican hammock, yoga and watching Birmingham City Football Club. Granted, some are more enjoyable than others. Darren can be connected with on LinkedIn

How is the content delivered?

Approximately 20 minutes of recorded video content broken down into

• Introduction of key ideas/insights
• Case study evaluation
• Application of practical tools & templates
• Progress points and quizzes – to check you’re on track

The course is split into shorter segments. Ideal for watching over a cup of coffee or with a cup of tea. To give you a feel for the content here’s a short clip:

 

Who has this course been designed for?

If you’re responsible for marketing, brand, brand experience, customer experience, corporate strategy, sales, business development or corporate communications Engaging & Aligning Your C-Suite with Brands is for you. Consultants and advisers who work with brands will also find this course useful.

All in all, I have learnt a lot from Darren and would highly recommend to attend his training if you are ever considering it

Ben Tan Yin Qin, Senior Executive (Brand Management) PETRONAS (Malaysia)

What does the course cover?

• Learning objectives
• Understanding how to sell the business case for brand into the c-suite
• Appreciating the importance of
  • Articulating clear objectives
  • Using qualitative and quantitative data to demonstrate the value brand delivers
• Keeping your brand language simple to engage the c-suite

Selected case studies

To illustrate how the ideas this course introduces work in practice case studies from around the world are used. Here are just a few examples:

 

100% Money Back Guarantee

How long can I access the course content for?

90 days. During that time you can review the materials as many times as you like!

Disclaimer

This course contains some copyrighted material, the use of which has not always been specifically authorised by the copyright owner.

This content is freely available online. It is used in a reasonable effort for comment, criticism (in a very small number of cases) and review in order to report on best practice in ways that support this course. The use of this material does not adversely affect the market for the original work. Original sources are acknowledged after course enrolment.  

For the avoidance of doubt, all content, unless otherwise expressly stated, is not owned by Wavelength Marketing Ltd and no copyright is stated / intended. All rights reserved to the copyright owners.

If you haven’t taken Delivering Brand Driven Growth then taking this course is a mighty fine place to start. It will give you a feel for the type of thinking we share in Delivering Brand Driven Growth and provide a great introduction to the course.

Feature image credit: Mike Dorner

Hello

Influential studies from the likes of Les Binet, Peter Field, Professor Byron Sharp and Professor Jenni Romaniuk demonstrate brands are the primary driver of sustainable, profitable growth.

But too many marketers focus on functional product features, brand loyalty and short-term performance marketing. Disappointing brand performance – and bad times – follow.

This short course provides an introduction to the core principles that will help you grow your business through brands.

The course really focused you to look at the core of your brand and get a greater understanding of how the brand is perceived.

Sean Purcell, Customer Business Manager, Suntory Beverage & Food (Ireland)

Brand-driven growth

This short course on Delivering Brand-Driven Growth: Key Principles is a section from our Delivering Brand-Driven Growth course.  If you’ve taken Delivering Brand-Driven Growth there’s no need to take this course. If not, then taking Delivering Brand-Driven Growth: Key Principles is a mighty fine place to start as it will give you a feel for the type of thinking we share in Delivering Brand-Driven Growth.

Benefits

Meet your workshop facilitator: Dr. Darren Coleman

Darren has over 25 years’ brand marketing experience spanning Europe, the Middle East, South East Asia and Japan. He specialises in helping brands retain relevance through brand experiences. Johnson & Johnson, BUPA, Dubai Properties, Maybank, Orange, and PepsiCo are among the brands he has helped.

Darren holds an MA in marketing and a PhD in B2B services brand marketing. Darren recently authored Building Brand Experiences: A Practical Guide to Retaining Brand Relevance, published by Kogan Page for global distribution which is available in Korean and is due for publication in Mandarin / Turkish (2021).

 

Outside of work, Darren enjoys spending time with his wife and family, playing tennis, motor-boating, socialising, scuba diving, snoozing in his Mexican hammock, yoga and watching Birmingham City Football Club. Granted, some are more enjoyable than others. Darren can be connected with on LinkedIn

How is the content delivered?

Just under 25 minutes of recorded video content broken down into

• Introduction of key ideas/insights
• Case study evaluation
• Application of practical tools & templates
• Progress points and quizzes – to check you’re on track

Delivering Brand-Driven Growth: Key Principles is split into shorter segments. Ideal for watching over a cup of coffee or with a cup of tea. To give you a feel for the content here’s a short clip:

 

Who has this course been designed for?

If you’re responsible for marketing, brand, brand experience, customer experience, corporate strategy, sales, business development, insight or corporate communications Delivering Brand-Driven Growth: Key Principles is for you. Consultants and advisers who work with brands will also find this course useful.

Relevant and informative; above all, though, it was engaging — something that’s quite hard to do when you have a lot of information to take in and process. He offered relatable examples which helped really solidify some of the more abstract ideas of the course.

Alexandra Iordache, Communications and Branding Director – Faurecia Clean Mobility (USA)

What does the course cover?

• Learning objectives
• Distinguishing being brand-driven from being product-driven
• Appreciating how brand penetration drives growth
• Realising the limitations of brand loyalty
• Understanding the importance of brand response campaigns
• Structuring your approach to brand-driven growth

Selected case studies

To illustrate how the ideas this course introduces work in practice case studies from around the world are used. Here are just a few examples:

 

100% Money Back Guarantee

How long can I access the course content for?

90 days. During that time you can review the materials as many times as you like!

Disclaimer

This course contains some copyrighted material, the use of which has not always been specifically authorised by the copyright owner.

This content is freely available online. It is used in a reasonable effort for comment, criticism (in a very small number of cases) and review in order to report on best practice in ways that support this course. The use of this material does not adversely affect the market for the original work. Original sources are acknowledged after course enrolment.  

For the avoidance of doubt, all content, unless otherwise expressly stated, is not owned by Wavelength Marketing Ltd and no copyright is stated / intended. All rights reserved to the copyright owners.

If you haven’t taken Delivering Brand Driven Growth then taking this course is a mighty fine place to start. It will give you a feel for the type of thinking we share in Delivering Brand Driven Growth and provide a great introduction to the course.

Feature image credit: Alex at Unsplash

Hello

Recent research (see Figure 1) found that customer understanding and insight was regarded as the most important quality that will help marketers succeed over the next five years.

 

So, stop. Just for a few seconds and think about your target customer. Can you visualise them in tangible terms? Do you understand how your brand can help them solve the challenges they face in their life? Does your brand resonate with them in meaningful and emotionally relevant ways? It’s also important to broaden your perspective to consider stakeholders. Focusing purely on customers is an oversimplification of reality.

To drive brand growth, you need to be able to answer these – any many more questions – so you can truly understand your customer. This short course on Understanding Your Target Customer(s)/ Stakeholders help you do that.

Relevant and informative; above all, though, it was engaging — something that’s quite hard to do when you have a lot of information to take in and process. He offered relatable examples which helped really solidify some of the more abstract ideas of the course.

Alexandra Iordache, Communications and Branding Director – Faurecia Clean Mobility (USA)

Brand-driven growth

This short course on Understanding Your Target Customer(s)/ Stakeholders is a section from our Delivering Brand-Driven Growth course.  If you’ve taken Delivering Brand-Driven Growth there’s no need to take this course. If not, then taking Understanding Your Target Customer(s)/ Stakeholders is a mighty fine place to start as it will give you a feel for the type of thinking we share in Delivering Brand-Driven Growth.

Benefits

Meet your workshop facilitator: Dr. Darren Coleman

Darren has over 25 years’ brand marketing experience spanning Europe, the Middle East, South East Asia and Japan. He specialises in helping brands retain relevance through brand experiences. Johnson & Johnson, BUPA, Dubai Properties, Maybank, Orange, and PepsiCo are among the brands he has helped.

Darren holds an MA in marketing and a PhD in B2B services brand marketing. Darren recently authored Building Brand Experiences: A Practical Guide to Retaining Brand Relevance, published by Kogan Page for global distribution which is available in Korean and is due for publication in Mandarin / Turkish (2021).

 

Outside of work, Darren enjoys spending time with his wife and family, playing tennis, motor-boating, socialising, scuba diving, snoozing in his Mexican hammock, yoga and watching Birmingham City Football Club. Granted, some are more enjoyable than others. Darren can be connected with on LinkedIn

How is the content delivered?

Approximately 60 minutes of recorded video content broken down into

• Introduction of key ideas/insights
• Case study evaluation
• Application of practical tools & templates
• Progress points and quizzes – to check you’re on track

The course on Understanding Your Target Customer(s)/ Stakeholders split into shorter segments. Ideal for watching over a cup of coffee or with a cup of tea. To give you a feel for the content here’s a short clip:

 

Who has this course been designed for?

If you’re responsible for marketing, brand, brand experience, customer experience, corporate strategy, sales, business development, insight or corporate communications this course on Understanding Your Target Customer(s)/ Stakeholders is for you. Consultants and advisers who work with brands will also find this course useful.

I especially liked the customer psychographic profiling. I did the profiling exercise with my team after attending the course. This enabled us to identify our ideal target customer which definitely helps focus our product marketing strategies.

Karen Ng, Mary Kay Marketing Director (Malaysia & Singapore)

What does the course cover?

• Learning objectives
• Profiling your target customer(s)
• The importance of emotion 
• Driving brand growth through jobs to be done thinking 
• The importance of stakeholders
• Growing through brand partnerships (1)
• Practical advice, tasks and recap

Selected case studies

To illustrate how the ideas this course introduces work in practice case studies from around the world are used. Here are just a few examples:

 

100% Money Back Guarantee

How long can I access the course content for?

90 days. During that time you can review the materials as many times as you like!

Disclaimer

This course contains some copyrighted material, the use of which has not always been specifically authorised by the copyright owner.

This content is freely available online. It is used in a reasonable effort for comment, criticism (in a very small number of cases) and review in order to report on best practice in ways that support this course. The use of this material does not adversely affect the market for the original work. Original sources are acknowledged after course enrolment.  

For the avoidance of doubt, all content, unless otherwise expressly stated, is not owned by Wavelength Marketing Ltd and no copyright is stated / intended. All rights reserved to the copyright owners.

If you haven’t taken Delivering Brand Driven Growth then taking this course is a mighty fine place to start. It will give you a feel for the type of thinking we share in Delivering Brand Driven Growth and provide a great introduction to the course.

Feature image credit: Alex at Unsplash

Delivering brand-driven growth: Overview

 

Informed executives – who understand marketing effectiveness – know how to leverage their brands as a platform to drive growth (see Figure 1).

 

Delivering Brand-Driven Growth is a perfect combination of ok knowledge, practical tools and inspiring cases, all of those could be applied to the daily work immediately. The online experience was very clear and I loved the quiz after each section.

Junman Jia, Marketing Manager at Oxford International Education Group, China

The S&P 500 shows how intangible assets, such as brand, play an increasingly important part in driving company growth and value (see Figure 2).

This point has not been lost on senior marketers, who ranked brand strategy as their number one priority during 2020 (Figure 3).

But knowing how to start and structure brand-driven growth initiatives is a challenge many marketers face (Figure 4).

Most marketing executives will go for quantity over quality in a bid to drive growth. This results in disjointed product portfolios and experiences that feel “off brand”. If not properly understood, brand-driven growth can actually do more damage than good.

Delivering Brand-Driven Growth solves that problem by breaking down the process of understanding and articulating a brand-driven growth plan into a series of eight applied online sessions. After completing the course you’ll know how to use the Brand-Driven Growth Blueprint to create a practical plan that will help you to get brand-driven growth right.

“The course really focused you to look at the core of your brand and get a greater understanding of how the brand is perceived.”

– Sean Purcell, Customer Business Manager at Lucozade Ribena Suntory, Ireland

Benefits

Meet your workshop facilitator

Darren has over 20 years’ brand marketing experience spanning Europe, the Middle East, South East Asia and Japan. He specialises in helping brands retain relevance through the brand experiences they build.

Johnson & Johnson, BUPA, Dubai Properties, Maybank, Orange,  and PepsiCo are among the brands he has helped. Darren holds an MA in marketing and a PhD in B2B services brand marketing. He recently authored Building Brand Experiences: A Practical Guide to Retaining Brand Relevance, published by Kogan Page for global distribution and his book will be translated into Korean and Mandarin in 2020. Outside of work, Darren enjoys spending time with his wife and family, playing tennis, motor-boating, socialising, scuba diving, snoozing in his Mexican hammock, yoga and watching Birmingham City Football Club. Granted, some are more enjoyable than others. Darren can be connected with on LinkedIn.

Course characteristics

Sample content

Click the image below the experience a sample of the course content. It covers:

• The Introduction Section
• The Importance of Brand Penetration (sample lesson)
• Understanding Share of Voice and Share of Search (sample lesson)
• Knowledge checks
• End of section quiz

How is the content delivered

What does each section of the course cover?

• Section 1: Delivering brand-driven growth
• Section 2: Engaging and aligning with the c-suite
• Section 3: Understanding your target customer(s) / stakeholders
• Section 4: Building brands that drive growth
• Section 5: Delivering maximum value
• Section 6: Connecting customers, brand and product / experiences to drive growth
• Section 7: Measuring brand-driven growth effectively
• Section 8: Summary & Action planning

If you’d like to know the detail of each section click here.

Free downloadable resources

• Course materials – Brand-driven growth and the business case for brands
• Course materials – Brand-Driven Growth Blueprint

 

No catch, just watch and enjoy these free sample lessons – especially if you’re unsure this course will help you deliver brand-driven growth at your organisation.

Who has this workshop been designed for?

You should attend this training if you are responsible for brand, marketing, brand experience, customer experience, strategy, sales, business development, corporate communications and hold one of the following positions:

“The way Darren delivered the course and interacted with the participants are his great assets in being a great teacher and mentor also. A great learning experience.”

Roy Supatra, AVP – Business Finance Digital Banking, DBS Indonesia

 

 

 

Learn from best practice case studies

 A broad spectrum of case studies is used to illustrate how the course content works in practice. These span B2C, B2B, government and not-for-profit sectors located around the globe and include:

100% Money Back Guarantee

Training structure

The main body of content is delivered through eight sections which are structured around the Brand-Driven Growth Blueprint. This is a practical management tool that will help you get your brand-driven growth right.

The start of each section outlines the learning objectives to provide clarity and focus. The section content is then delivered through a series of knowledge points, case studies followed by a worked example of how to use tools and templates that are relevant to that chapter.

“Darren customized the training to the participants, using content that was relevant to each participant’s field to ensure relevancy. All in all, I have learnt a lot from Darren and would highly recommend to attend his training if you are ever considering it.”

– Ben Tan Yin Qin, Senior Executive (Brand Management) at PETRONAS

How long can I access the course content for?

You can watch the course for 90 days. During that time you can review the materials as many times as you like!

Coaching & Mentoring

After completing the online version of Delivering Brand-Driven Growth it’s common for people to reach out for additional help and support to ensure they’re on the right track. This is where our executive coaching and mentoring comes into play. Sound good? If so, email info@wavelengthmarketing.co.uk and we can take it from there.

Disclaimer

This course contains some copyrighted material, the use of which has not always been specifically authorised by the copyright owner.

This content is freely available online. It is used in a reasonable effort for comment, criticism (in a very small number of cases) and review in order to report on best practice in ways that support this course. The use of this material does not adversely affect the market for the original work. Original sources are acknowledged after course enrolment.  

 

For the avoidance of doubt, all content, unless otherwise expressly stated, is not owned by Wavelength Marketing Ltd and no copyright is stated / intended. All rights reserved to the copyright owners.

 

Feature image credit: Alex on UnSplash