401Course · Practitioner
Brand
The compounding asset most firms neglect.
Brand is the compounding asset that appears in the discount rate. This course treats brand institutionally — as a strategic asset with governance, guidelines, and a defensible investment case for a skeptical CFO.
- 01
Distinguish brand from marketing.
- 02
Author a brand strategy.
- 03
Defend brand investment to a skeptical CFO.
Pacing
1 week · ~4 hours.
- IModule
The idea
Brand as institution.
- IIModule
Practice
Building the brand.