Delivering Brand-Driven Growth
The Delivering Brand-Driven Growth course run by Dr Darren Coleman is a series of four live three-hour sessions aimed to equip learners with practical tools, templates and insights that will enable you to drive growth at your brand in existing and/or new markets.
The inspiration for this course comes from Dr Coleman’s 25+ years of global brand marketing experience. During this time Dr Coleman has worked with countless marketers who appreciate brand-driven growth, but not knowing where to start and how to structure brand-driven growth initiatives is a challenge many marketers face. This course solves that problem by breaking down the process of understanding and articulating a brand-driven growth plan into a series of focused applied blended learning sessions.
Sessions
Dates
Early Bird Price
Learn live with Dr Darren Coleman, Author of "Building Brand Experiences: A Practical Guide to Retaining Brand Relevance", with over 25 years of global marketing and brand strategy experience.
Designed for those responsible for brand, marketing, strategy and corporate communications
Chief Marketing Officer
Understand from a leading expert on how to drive growth by nurturing brands
Heads of Departments
Understanding how marketing tools and templates are to be applied in the context of your department
Executives and Vice Presidents
Understand how to align brand-driven thinking with your organisation’s overarching strategy
Meet your Instructor
Darren has over 25 years of brand marketing experience spanning Europe, the Middle East, South East Asia and Japan. Organisations hire Darren to help them drive growth and retain relevance through the brand experiences they build. Johnson & Johnson, BUPA, Dubai Properties, Maybank, Orange, FUJIFILM, Ooredoo 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 has been translated into Korean and will be published in Mandarin and Turkish in 2022. Darren is the Honorary Consul for Lithuania in Birmingham, UK. This means he represents the diplomatic interests of Lithuania in Birmingham.
Outside of work, Darren enjoys spending time with his wife and family, playing tennis, 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.
See what people have said about Darren
“Darren really knows what he is talking about when it comes to branding. We had great fun and learned about the importance of brand experiences and how these are delivered to the consumer or other stakeholders. I would recommend this session to everyone.” Ana Galaricha-Douglas, FUJIFILM Healthcare Europe
“I had a great opportunity to attend Darren’s Advanced Marketing Programme which was organised by Maybank in Kuala Lumpur. This was a five-day course. Darren’s enthusiasm allows him to be noted and a joy to listen to. The way he delivered the module and interacted with the participants are his great assets in being a great teacher and mentor also. He’s also been willing to help me and my partner in brainstorming the Maybank Indonesia brand transformation launching ideas. Overall, it’s been a great pleasure to know Darren and a great learning experience.” Roy Supatra, VP - Digital Banking Growth & Acquisition at Commonwealth Bank Indonesia
“I had the pleasure to attend a two-day brand strategy workshop Darren ran. These days were full of great insights and interesting practical examples as well as real advice and useful tools. Darren does not give you answers to your questions straightforwardly but makes you think, awakens your brain, and encourages you to think of solutions yourself. It helps you learn, grow and understand your brand better. I highly recommend Darren to anyone who wants to learn about the brand strategy in the best way.” Elena Kakariekaitė Senior Marketing Specialist, Circle K
“I attended a marketing strategy Darren ran for the marketing team at STC. The structure Darren used to deliver the content was very clear. He also has solid communication skills which helped transfer such precious knowledge by using practical exercises and linking with relevant examples. Highly recommended for brands fanatics or any professionals in the marketing field.” Ibrahim Almogren, Digital Communications at Ministry of Economy and Planning, Saudi Arabia
A Synopsis of The Delivering Brand-Driven Growth Course
Where to start and how to structure brand-driven growth initiatives?
By breaking down the process of a brand-driven growth plan into a series of focused applied blended learning sessions, marketers learn how to apply a framework applicable to their organisation to drive brand-driven growth. By the end of 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.
This course will help participants:
- Learn how to drive growth through brands
- Nurture a consistent brand, product, experiences and strategy mindset
- Align brand-driven thinking with your organisation’s overarching strategy
- Learn how to use the Brand-Driven Growth Blueprint so you can structure and scale your approach to brand-driven growth
- Apply practical tools and templates to your organisation so you think about brand-driven growth in the context of your job
- Stay relevant by competing through engaging brand experiences
- Apply advanced statistical techniques that reduce your exposure to brand investment risk
- Incorporate existing, and identify new, brand metrics so you can drive brand performance
- Obtain ongoing, objective and actionable feedback/advice on your brand as the training progresses
- Be guided and mentored through the process of brand-driven growth
- Have some time away from the office to think about the brand in new and fresh ways
- Create a first draft brand-driven growth plan
Learners will gain 12+ hours of hands-on experience with each live session filled with experiential exercises and completing the course with the first draft of your brand-driven growth plan for your organisation.
Course Syllabus
Session 1 - Establishing the context for brand-driven growth
Brand-Driven Growth
- The starting point: Writing clear and concise objectives
Customer profiling
- Connecting customers, feelings and your brands
- Driving growth through products and experiences your customers don’t know they want, just yet
Brand partnerships
- Understanding the importance of being brand- vs. product-driven
- Writing clear and concise objectives
Session 2 - Understanding your brand as an asset that drives growth (i)
Group recap from Session 1
Assessing your brand – intangible level (2)
- Brand essence: the acid test for brand extension and/or stretching?
Assessing your brand – intangible level (3)
- Brand positioning: establishing whether your brand’s positioning will be compromised by a proposed brand extension/stretch
- Writing a (useful) positioning statement
Session 3 - Understanding your brand as an asset that drives growth (ii)
Group recap from Session 2
Exploring branded products and the role they play in brand-driven growth
- Establishing where the real sources of product value lie
- Understanding the functional, emotional, self-expressive & social benefits your products deliver
Clarifying your value proposition for each product
- The dangers of competing on price
Session 4 - Driving growth through your value proposition and brand experiences
Group recap from Session 3
- Aligning customers and your brand
- Brand essence: Driving growth in existing / new categories and markets
- Brand positioning: Creating meaningful brand associations
- Launching ‘on-brand’ products/experiences
- Using the Brand-Driven Growth Blueprint [Don’t worry. The tone of the day will be mildly competitive and challenging but constructive.]
- Wrap up, reflection and action planning
- Recap, review and individual / strategic action planning
Learn Live with a Cohort
Active Learning not passive watching This course is not about watching pre-recorded content. Each session is curated with hands-on activities and direct interaction with Dr Coleman. Learn more by doing.
Accountability and feedback You will progress through the course with peers who are looking to go through a similar transformation to yours. Getting stuck is not an option.
Life-long professional network Learning won't stop once the course gets over. Learners will have lifetime access to the course community filled with the best minds to learn from and build with.
Frequently Asked Questions
Do I have to attend all of the sessions live in real-time? We strongly recommend you do! Live workshops will include live exercises, feedback and interaction that will keep you accountable for getting your publications set up.
How much access will I have to Dr Coleman and the community? Apart from the live sessions which Dr Coleman will be hosting, learners will get to directly interact with him and the rest of their cohort through a private community set up specifically for this cohort.
Will I receive a certificate upon completion? Yes, each learner will receive a certificate of completion which will be sent at the end of the cohort.
I have more questions, who should I talk to? Simply send an email to the course support team at [email protected], and you will receive a response within 24 hours.
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