TRANSFER OF EXPERTISE

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.

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 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.

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.