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Brand Innovation and Design for Business Leaders and Entrepreneurs (Module I)

Course Name Brand Innovation and Design for Business Leaders and Entrepreneurs (Module I)
Brand Strategy Design and the Innovation Process
Schedule

To inquire more about our courses, you may call our Program Sales Officers at 830.20.50 or email us at sales.cce@ateneo.edu

Price: Php 29,000.00
Description

This module will cover the fundamentals of brand DNA/identity development, needs-based segmentation, psychological and social anthropological consumer insighting and research and archetypal branding. The students will imbibe these while learning and practicing the innovation process, mentored and guided by experienced brand strategists and human scientists (i.e. psychologists and social anthropologists). At the end of the module, the participants will have a well-developed Brand Identity Strategy design that will cover their brand's positioning strategy, personality, values, mission and vision. The Brand Identity Strategy will also include their newfound insights on their consumers and competitors.

At the heart of Mosule 1 is a new and effective framework to discovering the real motivations behind customer behavior. This new framework combines the collective knowledge and experiences of international and local brand strategist, psychologist and socio-cultural scientists. 

Objectives

Program Experience & Methodologies

BID Module 1 will feature a mix of learning experiences, featuring casse discussions, video screenings, and individual & group exercises (in and out of class). The cases and examples will balance best practices from international companies and local success stories. The program will also feature a mix of facilitators, mentors and guest speakers that come from a variety of disciplines - branding, marketing, creative industries, psychology, social anthropology and design.

Who should attend

Brand managers
Senior marketers
Corporate strategists
Entrepreneurs
Social entrepreneurs
Creative practitioners

Outline

                Topic 1. Overview of Brand Strategy Design & The  

                            Innovation Process 

                            A. Strategic vs. Tactical Branding Building 

                            B. The Innovation Process & Branding  

                Topic 2. Consumer Needsfinding & Market Sensemaking
                            A. Various Models to Consumer Needs & Motivations
                             B. Unlocking Consumer Motivations & Imprints
                            C. Social Anthropological Research
                            D. Psychological Insighting
 

                Topic 3. Brand Positioning Strategies
                            A. Archetypal Positioning
                            B. Competitive Differentiation
 

                Topic 4. Designing the Brand Indentity
                            A. Completing the Brand Architecture
                            B. Brand Advantages & Emotional Benefits
                            C. Brand Personality & Values
                            D. Brand Mission & Vision
 

Resource Speakers
*Bootleg Innovation Design

is a customer-centered and creativity-based firm that helps organizations create impactful improvements. We find new ways to serve people by uncovering latent needs and behaviors. We conceptualize new and creative strategies based on these identified human behaviors. We create products, services, experiences and programs that are effective and engaging. By doing these, understanding consumers better and creating solutions that satisfy their needs, we’re able to help our clients transcend.

Bootleg has helped companies from different industries – financial services, personal care, beauty & aesthetics, road accessories & infrastructures, food & beverage retiling – improve their brand strategies via Bootleg’s unique approach to consumer insighting and creative strategizing.

Mr. Aaron A. Palileo

serves as the program's lead faculty and advisor. Aaron is an Associate Guru at Ateneo Graduate School of Business and ACE Center for Entrepreneurship's Master in Entrepreneurship Program. He is the Co-Founder and Managing Directorof Bootleg Innovation Design. He is also the author of the book "Connect/Disconnect: How to Be A Creative and Innovative Opportunity Seeker".

Ms. Debbie Rodrigo

is part of Bootleg Innovation Design's strategy team. She currently teaches at Ateneo De Manila University's John Gokongwei School of Management, handling classes on Marketing and Entrepreneurship as well as being a mentor in the school's business accelerator program.

Mr. Justin See

is Bootleg Innovation Design's head social anthropologist. He also teaches in Ateneo De Manila University's Department of Sociology and Anthropology.

Mr. Papo Ong Ante

is Bootleg Innovation Design's head psychologist. He holds a Bachelor of Science in Psychology and Masters of Arts in Counseling Psychology in Ateneo de Manila University. He has worked as a psychologist for several corporations.