Branding

MT220.00

Professor Nader Tavassoli of London Business School contrasts traditional approaches to branding – where brands are a visual identity and a promise to customers – to brands as a customer experience delivered by the entire organisation. The course offers a brand workout for your own brands, as well as guest videos from leading branding professionals.

Description

The aim of the course is to change the conception of brands as being an organisation’s visual identity (e.g., logo) and image (customers’ brand associations) to an experience along “moments-that-matter” along the customer journey and, therefore, delivered by people across the entire organisation. Brands are thus not only an external promise to customers, but a means of executing business strategy via internal brand-led behaviour and culture change.

5 courses

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent quis vulputate justo. Praesent at tortor diam. Praesent tincidunt ante id tortor suscipit porttitor. Nullam sit amet vehicula tortor. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Nam blandit, nisi ut scelerisque elementum, dolor ligula interdum lacus, in accumsan purus nisi vitae justo. In vel fermentum justo.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent quis vulputate justo. Praesent at tortor diam. Praesent tincidunt ante id tortor suscipit porttitor. Nullam sit amet vehicula tortor. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Nam blandit, nisi ut scelerisque elementum, dolor ligula interdum lacus, in accumsan purus nisi vitae justo. In vel fermentum justo.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent quis vulputate justo. Praesent at tortor diam. Praesent tincidunt ante id tortor suscipit porttitor. Nullam sit amet vehicula tortor. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Nam blandit, nisi ut scelerisque elementum, dolor ligula interdum lacus, in accumsan purus nisi vitae justo. In vel fermentum justo.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent quis vulputate justo. Praesent at tortor diam. Praesent tincidunt ante id tortor suscipit porttitor. Nullam sit amet vehicula tortor. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Nam blandit, nisi ut scelerisque elementum, dolor ligula interdum lacus, in accumsan purus nisi vitae justo. In vel fermentum justo.

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