Course Outline
Module 1: Fundamentals of Brand Strategy in a Digital World

• Digital branding principles and challenges

• Brand architecture and portfolio management

• Case Study: How Nike's digital branding reinforces its core "Just Do It" positioning

Module 2: Competitive Positioning & Brand Archetypes

• Competitive analysis and positioning strategies

• Brand archetypes and personality development

• Real-Life Project: Conduct a competitive brand analysis and define brand archetype

Module 3: Building Your Brand Identity: Voice, Tone, and Visuals

• Visual identity development for digital platforms

• Brand voice and tone guidelines

• Case Study: Analyzing Mailchimp's distinctive and consistent brand voice

Module 4: Storytelling & Content Strategy for Brand Building

• Brand storytelling techniques

• Content strategy for brand building

• Real-Life Project: Develop a content pillar strategy and storyboard

Module 5: Brand Governance, Community Management & Measurement

• Brand governance frameworks

• Community management strategies

• Case Study: How Glossier built a cult brand through community engagement