109Course · Foundation
Brand Strategy
The compounding asset most firms neglect.
Brand is the compounding asset most firms neglect because its returns are invisible each quarter and inescapable across a decade. This course teaches brand as institution — purpose, positioning, personality, and the disciplined visual and verbal system that carries it.
- 01
Distinguish brand from marketing.
- 02
Author a brand strategy.
- 03
Defend brand investments to a skeptical board.
Prerequisites
- — 106, 107.
Pacing
1 week · ~4 hours.
- IModule
The idea
Brand as institution.
- IIModule
The parts
The components of a brand.
- IIIModule
Living the brand
Consistency as discipline.
- IVModule
The Anabasis standard
How institutional brands are built.
A Note from the Faculty
The Anabasis standard for a brand is: it should still make sense in a century.