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SPECIALIST

Own your position on the brand playing field.

MASTERCLASS 1

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AVAILABLE NOW

 

Kick off your mastery of brand with a deep dive into modern brand-building disciplines, definitions, and methodologies. Masterclass 1 is designed to give you a clear view of the entire brand chessboard, and the fundamentals to navigate the shift from marketing to mattering.

 

Own the five key disciplines of DIFFERENTIATION, COLLABORATION, INNOVATION, VALIDATION, and CULTIVATION by applying them in competitive team exercises guided and critiqued by Marty Neumeier.

 

Speak the language of brand to discuss, defend, and fully participate in branding. Command the methods for collaboration, brainstorming, and disruption. And start expanding your professional network with your fellow brand-masters-in-the-making.

 

The credential: CERTIFIED BRAND SPECIALIST

WHO SHOULD ATTEND

 

  • Creatives who want to be more strategic

  • Strategists who want to master brand frameworks

  • Marketers who want to master brand management

  • Consultants who want to expand into branding

  • Copywriters who want to master brand messaging

  • Project managers who want to keep projects “on brand”

  • HR professionals who want to foster brand culture

  • Entrepreneurs who want to build a brand-driven organization

  • CMOs who want to evolve into CBOs (Chief Brand Officers)

  • CEOs who want to create a culture of nonstop innovation

 

WHAT YOU’LL LEARN

  • The definitions and meanings of brand language

  • The difference in branding products vs. services, B2B vs. B2C

  • The five most common ways to measure brand value

  • How to bridge the gap between right-brain and left-brain thinking

  • How your personality type relates to the roles you should play 

  • How to navigate the shift from marketing to mattering

  • The most powerful ways to differentiate a brand

  • Techniques for inventing disruptive business models

  • Where you best fit in the brand-building landscape

  • The three basic models of brand collaboration

  • How to lead a “six hats” brainstorming session

  • The seven criteria for naming a product, service, or company

  • The difference between icons and avatars, truelines and taglines

  • How to design for a “natural reading sequence”

  • A simple definition and process for design thinking

  • How to quick-test prototypes for packaging, trademarks, and websites

  • How to use the Brand Commitment Scale to measure progress

  • The difference between purpose, mission, vision, and goals

  • The right way to choose and manage company values

  • The secret to highly effective touchpoints 

REGISTRATION: OPEN

PREREQUISITES

 

College degree or equivalent work experience

 

SUGGESTED PRE-READING

 

THE BRAND GAP by Marty Neumeier