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, turning current marketing practice into old hat overnight. The fundamentals of branding however haven’t changed but how we implement changes within our brand fundamentals is the key to successful evolvement.

As businesses look to marketing to navigate themselves through unchartered waters, this course is designed to equip participants to think for themselves from learning material which draws from a balance of trusted academic strategy and current communications examples.

In the past brands always protected themselves first but what should brand managers do in this current crisis? This course aims to deal with just that and proposes topics like ‘a brands first port of call in a crisis is to put aside its personal agenda and put plans in place to protect its people (staff) and customers i.e. people before profit’.Not discounting the importance of reviewing brand communications this course will cover the fundamentals upfront making sure each participant has a solid understanding of the role of marketing and branding in an organisation.

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, Simon Sinek, Mark Ritson and Jenni Romaniuk.

Course Outline

Day 1

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

Demystifying Branding – gain clarity on popular strategies like positioning, brand purpose, differentiation and more.

Day 2

Brand Process Application – participate within group exercises in empathy mapping, using positioning continuum and other popular branding tools.

Brand Communication Strategies – the focus of this section will be communicating in a challenging times i.e. the ‘2020 Pandemic’ where we will take a look at ‘the long & short of it’, ‘going dark’ or ‘always on’ plus creative responses from Iconic Irish brands such as Irish Distillers, An Post and other brands from around the world who got it right.

Marketer Pathways Competencies

Marketer Competencies

  • Brand
  • Marketing Campaigns
  • Research

Business Competencies

  • Action & Results
  • Commercial Awareness

People Competencies

  • Communications & Interpersonal Skills
  • Influencing

Course Trainer

Denise Doyle

Owner, Brand & Conquer

Denise’s expertise is in Branding Strategy and Brand Workshop moderation across multiple sectors helping businesses understand their Brand Purpose, Brand Values and Brand Behaviours. She started her career in marketing over 20 years ago and she worked on some of Ireland’s most well- known iconic brands like Lyons Tea, Club Orange, Meteor Mobile and Eir. After 15 years working on NPD, brand development and trade marketing for Unilever, Nestle, C&C and Eir she left to open her own full service agency which specialises in branding | design | digital and advertising.

Denise is also on the Enterprise Ireland Panel of Mentors where she advises Ireland’s high potential start-ups on value proposition development, branding and market launch strategies.

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.