Brand Leadership in a Post-Pandemic World

Columbia Business School

How long?

  • 5 days
  • online

Columbia Business School

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Who should attend

The program is designed for mid- to upper-level executives whose responsibilities require a strategic perspective on the brand. It is appropriate for marketing and non-marketing executives alike, and executives from a wide range of industries such as consumer goods and services, pharmaceutical and healthcare, media and technology, B2B services and products, and not-for-profit organizations. Anybody who owns or manages a brand will benefit from the program, including brand investors (e.g., private equity).

About the course

A brand is a pivotal strategic and financial asset for any organization. In Brand Leadership: Strategy, Management, and Performance, you will learn how to build a strong brand identity, a superior brand experience, and lasting brand loyalty. You will be able to differentiate your brand from the competition, sustain its differentiation and competitive advantage, and maximize its impact and profitability.

The program is fast paced, dynamic, and practical, combining interactive lectures and discussions with case studies, planning exercises, and other group work. It is delivered in close collaboration with the Center on Global Brand Leadership, a one-of-its-kind think tank that provides innovative brand solutions.

At the Center, the program’s faculty directors, Professors Bernd Schmitt and Michel Tuan Pham, have developed some of the key ideas in brand marketing and management today – from emotional branding and positioning platform selection to customer experience management. These ideas have been built into the Executive Brand Leadership ModelTM, a powerful set of practical tools for managing and leveraging brand assets in today’s global and digital environments. In the Brand Leadership program, you will learn to apply this model to your brand and organization for greater profits and growth.

Impact

The program will equip you with the knowledge, skills, and tools to differentiate your brand from the competition and manage it strategically. The initial Brand Leadership Audit will give you a better understanding of the strengths and weaknesses of your brand, whereas the Executive Brand Leadership ModelTM will give you a set of planning instruments and tools to leverage your brand’s opportunities and address its threats.

After attending program, you will be ready to:

  • Diagnose your brand’s strengths and weaknesses
  • Develop genuine customer insights about the brand
  • Differentiate your brand from the competition
  • Create a compelling brand experience
  • Plan and execute an integrated brand campaign
  • Design and manage digital brand communications
  • Leverage and protect your corporate brand reputation
  • Measure and demonstrate the value of your brand
  • Optimize the role of your brand within the brand portfolio
  • Plan the future for your brand

Program Structure

During the virtual edition of the program, participants will be guided through online brand experiences, using them as a laboratory to reflect on their own brand, and spur ideas around how to use the tools shared in the program most effectively.

Your program experience beings before the actual program and won’t end with the program. Prior to the start date, you will conduct a brief Brand Leadership Self-Audit to prime your thinking about the status of your own brand. After the program, you will be eligible to join the network of thousands of brand executives associated with the Center on Global Brand Leadership, attend the Center’s conferences at a discount rate, and receive the Center’s latest updates in knowledge and brand insight.

The program itself is comprised of five days of virtual learning.

Day 1 focuses on brand strategy and brand identity — the brand core, brand personality, and brand positioning, as well as various implementation elements.

Day 2 is centered around creating a deeply human, emotional, and social connection for the brand through brand archetypes and the brand experience. You will learn how to strengthen your brand using brand archetypes and customer experience management.

Day 3 focuses on measuring brand value, brand architectures and portfolio management, and the organizational implications of your branding strategy.

Day 4 sheds light on brand management in a digital world, including how to adapt to consumer behavior changes, create effective brand-consumer interactions, and develop brand impact metrics and tracking systems.

Day 5 examines how to align the organization around the brand, become a brand-centric organization, and forecast business, social, and technology changes that will require brand innovations.

Experts

Bernd Schmitt

Biography Professor Schmitt researches, teaches, and advises corporations on creative strategy, branding, and customer experience management. Schmitt's books include Big Think Strategy, Customer Experience Management, and Experiential Marketing, which have been translated into more than 20 langua...

Michel Tuan Pham

Biography Professor Pham’s business expertise covers the areas of marketing strategy and management, branding, customer and consumer psychology, trademark psychology, marketing communication, and executive decision making. His most recent research focuses on the role of feelings, emotions and mot...

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Brand Leadership in a Post-Pandemic World at Columbia Business School

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Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.