Advanced Brand Theory: From Identity To Growth
 

What you'll learn
How to apply proven strategic frameworks like Aaker's Brand Vision and Dunford's Positioning Canvas
How to balance long- and short-term growth with evidence-based models like the 60/40 Rule
How to recognize and avoid common pitfalls, from outdated branding myths to short-sighted performance obsessions
How to think like a strategist by asking the right questions, not just following checklists
Requirements
No formal prerequisites required. This course is designed for marketers, strategists, creatives, and intellectually curious professionals at all levels.
Description
What This Course Is Really AboutIf you're tired of marketing courses filled with jargon, hype, or slide-deck theater, this course is different. It goes beyond surface-level tactics. This course equips you to challenge assumptions, unlearn outdated models, and apply frameworks that are grounded in marketing science-not trend-chasing.I'm Ventseslav Hikov, Chief Strategy Officer at BBDO and a long-time advocate for clarity over chaos in brand-building. With 30+ years in advertising strategy-and experience leading brand strategy for Snickers, Heineken, Volvo, Pepsi, and more-I bring battle-tested lessons from the real world. Not just slides.This course is not about chasing the latest trend. It's about unlearning the fluff and rediscovering the fundamentals that actually grow brands-through real strategy, creative thinking, and evidence-based insight.This is the course for curious marketers who are done with the hacks and hype.What's Inside the Course?Through real-world examples, simple exercises, and practical frameworks, you'll apply what you learn right away-even if you're not building a brand from scratch.Module Highlights:Module 1: Foundations of Modern Branding→ What branding is (and isn't), emotional drivers, trust, and loyaltyModule 2: Building a Brand Identity That Lasts→ Using Aaker's framework to create a full, flexible identityModule 3: Brand Positioning & Competitive Strategy→ Learn to stand out with meaningful differentiation, not just noiseModule 4: Driving Brand Growth→ Kantar's blueprint: how brands grow with meaningful differenceModule 5: The Five Disciplines of Brand-Building→ Marty Neumeier's model: Differentiate, Collaborate, Innovate, Validate, CultivateModule 6: Integrating Brand & Performance→ Get the balance right: brand vs. performance, long vs. shortModule 7: Measuring and Implementing Strategy→ From scorecards to strategy adjustments: build a brand that growsMy Teaching StyleThink of this as a bullshit-free zone for marketers.I teach with:Real-world examples, not recycled theoryStrategic frameworks, not generic templatesHumor, clarity, and the occasional friendly rantIf you're here to explore, challenge your assumptions, and walk away smarter-you're in the right place.Who This Course Isn't ForIf you're looking for quick hacks, trendy acronyms, or endless tactics without strategy-this probably isn't your course. But if you're ready to learn how real brands grow, let's get started.Enroll TodayEnroll today to rethink what brand strategy really means-and start building brands that last.Already trusted by global brands and built with business relevance in mind, this course is a perfect fit for teams and professionals seeking a smarter approach to brand-building.
Who this course is for
Marketers who want to understand what makes brands work (and last)
Brand managers and strategists looking for real frameworks, not fluff
Entrepreneurs and business owners tired of shiny tactics that don't deliver
Students of marketing who believe learning is a lifelong journey