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Learn by doing. Throughout this course, you’ll apply every framework, tool, and technique to your own brand strategy project.

Co-founder & CEO @ Concept Bureau

Nike

Amazon

TikTok

Eli Lilly and Company

Stocksy

Jasmine Bina

CEO of Concept Bureau. Brand Strategist. Cultural Futurist. Keynote Speaker.

Co-founder & CSO @ Concept Bureau

Seed Health

Feeld

Google

Upwork

Skillshare

Jean-Louis Rawlence

Chief Strategy Officer at Concept Bureau. Brand Strategist. Cultural Futurist.

Cohort 1

Brand strategy will make or break your company, but no one knows how to actually do it well. This course is a complete end-to-end system for building culture-defining B2C brands. We’ve spent over a decade building brands and advising brand leaders at places like Nike, Amazon, Eli Lily, TikTok, Feeld, and Disney.Our framework is market tested and will give you everything you need to build a remarkable brand. It will take you from insight to strategy development and clear action, while getting buy-in across your organization.And it's a toolkit you'll be able to use for the rest of your career. This is for any brand leader who: <ul><li>Needs to make their brand culturally relevant</li><li>Needs to change an entrenched belief or a behavior in order to win their market</li><li>Knows their positioning isn’t strategic over the long term</li><li>Has a product customers love, but prospects don’t understand</li><li>Senses a cultural shift that they can capitalize on, but doesn’t know how to seize it</li><li>Needs a strategy that will break silos and work across a company</li></ul>

Build a world-class brand strategy

How to find real opportunities in markets and culture

How to build positioning that actually converts

How to create a core brand idea that holds everything together

How to turn strategy into identity, story, and signal

How to lead with conviction and get buy-in across the company

How to use this system again and again

Brand and Marketing Leaders - Who want to build a defensible brand strategy

Founders - Who want to build culturally resonant and impactful consumer brands

Brand Strategists - Who are looking to systematize their strategy process

You'll think like a senior strategist, run a structured brand strategy, see the real ROI of brand love, build AI tools to enhance your work


Strategy Director at Chill Create 

Uber

GetYourGuide

VICE

Zalando

Dentsu

Selicia Richards-Turney

Strategy Director & Agency Partner at Chill Create & Co-Founder at Power Circles

Once you have it, you will stop defending your work on taste &amp; start backing it with evidence.Too many brand, marketing &amp; creative professionals are expected to:<ul><li>Design the identity</li><li>Write the copy</li><li>Build the campaign</li><li>Plan the media </li></ul>....without real insights.You do what you can to get the work done - Reddit threads, insights from articles, social media &amp; McKinsey reports. You rush through the foundations because the deadline is already live &amp; you have to get moving.You present your strategy and it gets pulled apart, not because you're not good at what you do but because you're running in execution mode only.The chaos is not a you problem. That's a strategy problem.When there's no strategic foundation, every decision becomes subjective. Anyone in the room can push back.Street Wise Logic - the 3-step brand strategy framework gives you the process to change that.<ul><li>A discovery phase that indicates what product, comms, culture challenges you need to solve</li><li>A custom built AI-powered brand research tool that finds that core tension that you need to really build a brand</li><li>A repeatable system for turning insight into strategic decisions.</li></ul>That's when you become the most strategic person in the room.

Strategy without the guesswork: the thinking, framework & the tools 

Diagnose brand problems with precision

Run a structured brand strategy process

Conduct discovery that actually informs strategy

Build brand positioning from evidence

Build and use your own Brand Strategy GPT

Make brand the centre of every business decision

If you've been in the industry less than 2 years, this course will be more useful after you've had more context to apply it to.


At least 3–4 years of experience in brand, marketing, or a creative role

Some light familiarity with the tools are needed in order to pick up the custom tool builds with out an explanation on how LLMs work

You need access to the most popular  LLM models: Claude, Chat GPT, Gemini

Real or invented. The more genuine it is, the more useful your Brand Strategy GPT will be at the end. W

Prepare a project or brief you want to work on for day 1 homework

An in-house Brand or Marketing Manager ready to move from execution into strategy

A freelance brand strategist or consultant who wants to formalise their process, charge accordingly and deliver work that changes the game

An agency creative or planner who's been doing brand work but has never had a proper strategy framework to hang it on

Learn to lead with clarity under pressure. Build a crisis plan, craft first-hour messages, and protect your organization’s reputation.

Crisis Communications Strategist

Kathryn Kolaczek

Crisis strategist teaching you to lead with clarity, control, and confidence.

Cohort 2

Students will leave this course with the confidence and practical skills to navigate any crisis with clarity and control. They’ll master the core fundamentals of crisis communications—from recognizing early warning signs and managing stakeholder expectations to crafting timely, credible messages and guiding recovery with integrity. By the end, students will not only understand how to respond under pressure but how to lead with calm, credibility, and purpose.

Master the Fundamentals of Crisis Communications with Confidence and Clarity

Spot risks before they become crises

Build a crisis-ready plan (and team)

Write under pressure with confidence

Align messages across stakeholders

Handle media moments like a pro

Run response drills and improve fast

PR or marketing pro seeking a clear, proven framework to lead crisis response with confidence.

Community-focused leader needing tools to protect trust and guide transparent crisis response.

Senior leader aiming to protect reputation and lead teams calmly through high-stakes crises.

AI Fundamentals

Apply AI in your role

Career Development

AI Fundamentals

Career development

Craft

AI Fundamentals

Career development

Craft

AI Fundamentals

Career development

Craft

AI Fundamentals

Craft

AI Fundamentals

Leadership fundamentals

AI Fundamentals

Leadership fundamentals

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Strategy

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