Beyond the MBA

Our brand management certificate includes sessions on strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics. Every participant will receive key chapters from our Beloved Brands book. As a bonus, we have included a 1-hour presentation on how to manage your marketing career. The premium version of the brand management certificate includes all our PowerPoint templates that you can use on your brands.

Our Mini MBA has been accredited by the CPD Standards Office for 24 CPD hours. 

We created our strategic thinking training program to provide an essential foundation for brand management training, forcing marketers to ask big questions that challenge and focus brand decisions. With our Mini MBA, I will show you four ways to enhance your strategic thinking, using the brand’s core strength finder, consumer strategy, competitive strategy, and situational strategy. You will learn how to set a vision for your brand, focus your limited resources on breakthrough points, take advantage of opportunities you see in the market, find early wins to leverage to give your brand a positional power to drive growth and profits for your brand.

With our brand positioning training program, we will show you how the best brand leaders target a specific motivated consumer audience and then define their brand around a brand idea that is interesting, simple, unique, motivating, and ownable. With our Mini MBA, I will show you how to write a winning brand positioning statement with four essential elements: target market, competitive set, main benefit, and reason to believe (RTB). You will learn how to build a brand idea that leads every touchpoint of your brand, including the brand promise, brand story, innovation, purchase moment, and experience. I will give you the tools for how to write a winning brand concept and brand story. 

With our brand plan training program, we will show you how the best brand leaders write brand plans everyone in the organization can follow with ease, including senior management, sales, R&D, agencies, and operational teams. With our Mini MBA, I will teach you how to write each element of the brand plan, including the brand vision, purpose, values, goals, key Issues, strategies, and tactics. Real-life examples will give you a framework to use for your brand. You will learn to build execution plans including a brand communications plan, innovation plan, and in-store plan.

With our advertising decisions training program, we will show you how the best brand leaders inspire experts to produce smart and creative advertising execution. I will provide tools and techniques for judging and making decisions on creative advertising from your agency. For judging advertising, we use our ABC’s tool, believing the best advertising must drive Attention (A), Brand link (B), Communication (C) and Stickiness (S). With our Mini MBA, I will provide a checklist for you to use when judging executions, then show you how to provide direction to your agency to inspire and challenge great execution. 

Our marketing analytics training program will show you how the best brand leaders tell strategic stories through analytics. With our Mini MBA, I will show you how to create a deep-dive business review, looking at the marketplace, consumers, competitors, channels, and brand. From there, I will teach how to turn your analysis into a presentation for management, showing the ideal presentation slide format. Also with our Mini MBA, I will also provide a Finance 101 for Marketers, giving you every financial formula you need to run your brand