TRANSFER OF EXPERTISE

THE SECRET OF SUCCESSFUL BRANDS

In my lecture course at the University of Zurich, I focus on the psychological power that successful brands use to sneak into our subconscious mind.

Combining communication theories with practical examples, I deliver insights into how the rules for persuasive brand communication in times of digital transformation and social media have fundamentally changed.

STRONG BRANDS ARE A SOCIAL PHENOMENON

The focus of the first module is to teach students that a strong brand is not created by accident, but rather by means of a carefully calibrated communication strategy. The most successful brands become an expression of our own identity, provoke unique emotions and build social relevance.

BRAND DESIGN IS DELIBERATE DIFFERENTIATION

The second module points out that branding is a powerful tool to build trust and an ongoing sense of reliability. A strong brand design does not simply highlight the difference – it becomes the difference.

POWERFUL BRANDS TRICK OUR MINDS

Powerful brands create images in our heads, engender emotions, they manipulate and seduce – all at the same time. The third module of my lecture course unveils the effect brands have on our subconscious brain. Powerful brands shift our minds into autopilot mode.

SOCIAL MEDIA SHIFTS POWER FROM BRANDS TO CUSTOMERS

The new species of selfie addicts is always connected to their community, sharing their own distinctive voice, communicating globally at click speed. Today, consumers are completely in control of brands’ fate. The goal of the last module is to show how only gutsy brands have understood the new rules of social media.

ONGOING LECTURES 2019
UNIVERSITY OF ZURICH

Every Thursday
Starting 19.09.2019, 16.15 to 17.45
Last course: Thursday, 12.12.2019
Room: BIN 0-K.02 (Zürich Oerlikon)

Vivien Milz, postgraduate student

‘Patrick Andersen shows in an entertaining fashion how successful brands are positioned in our digital age. His multimedia presentation technique combines scientific background with practical expertise. A truly valuable lecture course, which I would highly recommend to everyone.’

Vivien Milz, postgraduate student

‘Patrick Andersen shows in an entertaining fashion how successful brands are positioned in our digital age. His multimedia presentation technique combines scientific background with practical expertise. A truly valuable lecture course, which I would highly recommend to everyone.’

CONNECT WITH PEOPLE AND MARKETS IN A MEANINGFUL WAY.