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Robert Jones,
Peter Schmidt-Hansen,
Paul Wright,
and
Stephen Amiss
Topics Covered
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Reviews summary
Marketing course with a taste of branding
This marketing course offers an overview of brand management designed for beginners. It provides a comprehensive exploration of what brand management entails, including tips for creating brand briefs. The course primarily focuses on marketing theory and is more geared towards students than graphic designers.
Accessible overview of brand management
"This course is a guide to how brand management works..."
Emphasis on marketing rather than design
"...excepting a few lessons- it's mostly marketing and organizational theory."
Activities
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The Secret Power of Brands.
These are activities you can do either before, during, or after a course.
Career center
Learners who complete The Secret Power of Brands will develop knowledge and skills
that may be useful to these careers:
For more career information including salaries, visit:
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Reading list
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Provides a comprehensive guide to brand design. It covers everything from logo design to packaging design.
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Comprehensive guide to branding. It covers everything from brand strategy to brand design.
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Explores the concept of brand relevance. It shows how to create brands that are relevant to consumers' lives.
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Exposes the hidden techniques that companies use to manipulate our minds and persuade us to buy their products.
Shows how to use storytelling to build strong brands. It provides practical advice on how to create and tell stories that will resonate with your audience.
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Explores the gap between business strategy and design. It shows how to create a strong brand by aligning the two.
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Provides a comprehensive overview of branding, covering everything from brand strategy to brand measurement. It is written by David Aaker, a leading expert on branding.
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Explores the concept of brand intimacy. It shows how to create brands that have a deep emotional connection with consumers.
Is widely considered to be the definitive work on branding. It provides a comprehensive overview of the branding process, from developing a brand strategy to measuring brand performance.
Presents 22 laws that govern the branding process.
Focuses on the importance of brand relevance. Brier provides a framework for understanding how to make your brand more relevant to customers.
Tackles the issue of brand inconsistency. Neumeier argues that many companies fail to connect their brand strategy with their customer experience.
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This practical guide offers a step-by-step approach to brand building. Olins branding guru, and his book is full of valuable tips and case studies.
This seminal work explores the challenges that companies face when they try to innovate. Christensen's理论 provides insights into how to avoid the innovator's dilemma.
Offers practical advice for entrepreneurs on how to build a successful business. Horowitz successful entrepreneur and venture capitalist, and his book is full of insights.
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Promotes the use of the lean startup methodology. Ries argues that startups should focus on building a minimum viable product and then iterating based on customer feedback.
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This practical guide helps startups to acquire customers. Weinberg and Mares provide a step-by-step framework for building a traction strategy.
Challenges the traditional view of competition. Kim and Mauborgne argue that companies can create uncontested market space and make the competition irrelevant.
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This classic text offers a framework for understanding the challenges of marketing and selling technology products to mainstream customers.
This classic text provides a comprehensive overview of brand management, from conceptual underpinnings to practical applications. Aaker leading expert in the field, and his book is packed with insights.
For more information about how these books relate to this course, visit:
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