Course Description

Part of our ‘Marketing Fundamentals’ suite of courses, the Brand course is the third in the series.

In March 2020 the world as we knew it changed, introducing unprecedented chaos to businesses and not-for-profit organisations globally. As most nations put their economies to sleep, supply and distribution channels closed, people stayed home and the majority of companies and not-for-profits stopped trading overnight. Even for those industries that remained buoyant (eg the grocery sector), consumer behaviour and the communications landscape profoundly shifted.

Across the board, marketers were forced to review and adapt marketing strategy in a wildly uncertain context.

As in previously challenging  economic circumstances, the likelihood of enduring and emerging successful is determined by the relative strength of the Brand in its customers/consumers minds. Strong Brands with clear purpose were rewarded as they flexed and adapted to reassure and support customers and consumers enveloped by fear and economic instability.

The essence of Brand; the ability to ‘stand out’ and ‘stand for something meaningful’, remains a critical long-term success factor.

This course will identify the key elements required to establish Brand salience and meaningful difference; the proven formula for success.

Content will draw from trusted academic and expert sources with relevant successful examples.

This popular course is designed for mid-level marketers and will be of real interest to those looking to learn current thinking from thought leaders such as Les Binet & Peter Field, Byron Sharp, Simon Sinek, Mark Ritson and others.


Price: Member €350 | Non Member €632

Course Outline

Day 1

Branding Fundamentals – a reminder of Marketing Fundamentals and the role of Branding within the marketing function.

Brand Development – core elements and tools to establish clear brand essence/purpose, values/attributes, positioning, differentiation and more.

Day 2

Brand Strategy – strategies to build effective enduring brands with salience and meaningful differentiation.

Brand Planning – the role of Brand in delivering business growth today and tomorrow.



Incorporating interactive exercises, current and best practice examples, tools and templates.

Marketer Pathways Competencies

Marketer Competencies

  • Brand
  • Marketing Campaigns
  • Research

Business Competencies

  • Action & Results
  • Commercial Awareness

People Competencies

  • Communications & Interpersonal Skills
  • Influencing

Course Trainer

Commercial & Strategic Marketing Consultant

Annette Ní Dhathlaoi

Annette Ní Dhathlaoí is a Strategic Marketing and Brand Consultant. With extensive experience leading effective Marketing teams in Liberty Insurance, Electric Ireland, Heineken, An Post, Unilever, Glanbia, she now provides expertise on business, marketing and brand, strategy and growth to B2B and B2C companies.

With a relentless focus on return on investment, she passionately believes in the need for consistent and compelling strategy; salient, meaningful brands; and excellence in communication and innovation – all borne out of genuine customer/market insight. She has successfully designed, launched and managed new brands, products and propositions, and has won national and international awards for effectiveness and innovation in media, advertising, PR,  digital, sponsorship, research & insight and new product development.

When she is not obsessing over brands and marketing challenges, she sings with The Mezzo Academy Choir, walks the Wicklow Way, and dances at every opportunity.

Terms and Conditions

Terms and Conditions apply. Membership is non-transferable and non-refundable. All event and course cancellations must be made 2 weeks prior to the event/course date. Payment is due in advance. Refunds will not be issued for non-attendance.