ABOUT
Masterclass 1 kicks off brand mastery with principles and frameworks for DISRUPTIVE THINKING—the foundation for modern branding. This interactive workshop is designed to get you comfortable with being uncomfortable, and confident with rapid difference-making.
Level up with like-minded branders to command core disciplines of DIFFERENTIATION, COLLABORATION, INNOVATION, PROTOTYPING, and CULTURE. Package your disruptive project using branding frameworks in a Mission: Impossible set of conditions, and put an exclamation point on the whole learning experience with a series of structured critiques of your thinking and work.
CURRICULUM
Definitions and meanings: the language of brand
Getting comfortable with being uncomfortable
Rapid and disruptive ideation
Principles of Design Thinking + Design Doing
Introduction to brand valuation
The balance between marketing + mattering
Powerful ways to differentiate a brand
Bridging the gap between right & left brain thinking
The real differences between branding and marketing
Onlyness: a foundation for strategic thinking
Divergent + convergent thinking
How to design for the "natural reading sequence"
How to quick-test prototypes
Effective approaches to making presentations
DETAILS
Pricing: $1500-2250
Length: 20+ Hours
Format: Zoom
Cert: Brand Specialist
Pre-Requisite: None
ENROLL
ABOUT
Masterclass 2 is a mind-bending exploration of STRATEGIC THINKING for brand and business.
We define what strategy really means and how to design it. Problems are framed (and reframed) so that the best solutions drive the right decisions.
We'll run the Strategy Gauntlet—a series of pressure tests you can use to measure and strengthen strategic ideas. And, we'll introduce principles and actionable case studies of Judo Strategy.
You'll finish Masterclass 2 with an advanced mindset in strategy to compete and win against any size competitor. And, you'll wear a new badge of strategic mastery.
CURRICULUM
Bulletproof definitions of (brand) strategy
The 7 questions framework for designing strategy
The roles of inputs, insights, and implications
Framing a problem for best solutions & decision-making
Customer design as a strategic advantage
Narrative design as a strategic framework
How to think about and design strategic positioning
The positioning principle of ONLYNESS
A critique of Red Queens and Blue Oceans
The Strategy Gauntlet: pressure-testing strategic ideas
The brand combatant's approach to Judo Strategy
Framing, drafting, and presenting strategy statements
Powerful case studies of successful (and terrible) strategies for brand
DETAILS
Pricing: $2000
Length: 24+ Hours
Format: Online
Cert: Brand Strategist
Pre-Requisite: Masterclass 1
ENROLL
ARCHITECTURE
ABOUT
Masterclass 3 sets you up for higher-level brand management by exploring the structural and functional elements of brand, and framing brand architecture in the context of customers—this is DIMENSIONAL THINKING for brand and business.
Master the dimensions of a brand, how they fit together to form its architecture, and how you can design that architecture for competitive advantage. We'll focus heavily on the role of value design: communicating, delivering, and capturing it.
We'll move beyond just "brand" by connecting its architecture to the broader business architecture. Then, you'll roll up your sleeves to practice applying everything you've learned in a 3-day collaborative sprint.
CURRICULUM
Vitruvian principles of brand architecture
The architectural relationships between a brand and its business
A METASKILL'd framework for designing brand architecture
The brand architect's role in executive leadership
Value Propositions: the center of brand architecture
Rules of value
Auditing value
Designing value
Defensive strategies for brand architecture
Using brand architecture in business modeling
Killer case studies for reference and action
DETAILS
Pricing: $3000
Length: 30+ Hours
Format: In-Person
Cert: Brand Architect
Pre-Requisite: Masterclass 2
ENROLL
PROFITABILITY
ABOUT
Masterclass 4 will explore PROFITABLE THINKING to frame the green of brand.
CURRICULUM
Coming soon…
DETAILS
Coming soon…
ENROLL
Coming soon…
AESTHETICS
ABOUT
Masterclass 5 will go beyond and come full circle.
After disruption, strategy, architecture, and value, we'll tie it all together with AESTHETIC THINKING—the design of brand and business at the highest level.
CURRICULUM
Coming soon…
DETAILS
Coming soon…
ENROLL
Coming soon…