EXECUTIVE EDUCATION

Strategic Brand Transformation

Understand the drivers of growth to accelerate customer demand.

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Course Dates

STARTS ON

7 April 2021

Course Duration

DURATION

3 days
4-6 hours per day

Course Duration
Note: Live teaching sessions begin after the orientation period. Please download the brochure for the session schedule.

Orientation: You will have access to the learning platform from the programme start date, giving you an opportunity to familiarise yourself with the learning platform and prepare for the live sessions and programme ahead. Live sessions will begin on 12th April 2021

Cracking brand growth isn't just about what you don't know. It's about what you believe to be true, but isn't.

Every business aims to increase revenues and reduce customer acquisition costs in an attempt to chase growth. But what if flawed assumptions are holding back your brand from reaching its full potential? Just like the hard sciences, there are laws that govern the social sciences too. The three critical knowledge pillars that all marketers should be aware of are:

  • Brain Science
  • Decision Science
  • Buying Behaviour

Everyone agrees that marketing can be a source of competitive advantage. But if everyone is playing by the same old rules, where’s the edge? You’ve found it. Welcome to Strategic Brand Transformation.

Market penetration is the #1 growth metric, yet only 6 out of 100 brands increased this metric by 0.5% points or more in two consecutive years.

(Source: MountainView Learning; sample of 1,179 brands in 64 categories)

About Imperial Virtual Programmes

At Imperial College London, our world-leading experts have combined scientific rigour with practical experience and the latest research to develop immersive virtual programmes in several areas of commerce, leadership and innovation. Through these sessions that are delivered in real time you can define the very future of business. Let us meet you where you are – and take you where you want to be.

  • Engage with Imperial faculty and industry leaders live online through interactive, real-time sessions
  • Apply the concepts to your work in real-time as the content unfolds
  • Intensive approach that fits into your busy schedule
  • Intensive three-day programme with daily live sessions
  • Engaging, cutting-edge learning platform with mobile access
  • Limited seats available; secure your seat early
  • All live sessions are recorded so you can view them again at any time during the programme
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Who is this programme for?

This live virtual programme is designed for business leaders, whether a senior executive, or head of strategy, innovation or marketing who seeks a roadmap for achieving breakthrough brand growth. The diverse programme cohort will include participants from a range of countries, job functions and industries. Representative roles include:

  • C-Suite Executives and senior leaders
  • Marketing, communication and creative leaders
  • Brand Managers and Directors
  • Brand ambassadors such as Customer Experience Managers
  • Growth and strategy leaders, including consultants
  • General Managers
  • Founders/Entrepreneurs

What you will learn

This three-day virtual programme features live faculty lectures each day and Q&A. The sessions include group exercises (in virtual breakout rooms), analysis of case studies, peer discussions and a self-assessment. Before the first session, there will be a five-day orientation period where the programme delivery team will work closely with you to ensure you are set up in this award-winning online learning hub and have all the resources you need.

Orientation Period:

Introduction and Overview of the Learning Platform and Programme Calendar

Orientation period is the official start to the programme. During this span, you are introduced to the learning platform, receive an overview of the programme calendar, and have the opportunity to introduce yourself to your peers via the discussion forums.

Session 1:

Introduction and Brain Science

In the first session, your programme director will set the scene, facilitate introductions, outline the programme and establish core metrics that brand owners need to drive to be successful in today’s markets and categories across the world.

Session 2:

Decision Making and Buying Behaviour 1

Tap into buying behaviour data, where science has discovered ‘law like’ patterns of buying behaviour in over 170 B2C and B2B markets. These laws govern how brands grow and decline, who they are competing for and what they are competing for – even though they are not widely known.

Session 3:

Decision Making and Buying Behaviour 2

Delve deeper into the science of buying behaviours and identify opportunities for applying knowledge in specific contexts prompted by some interesting and surprising case studies.

Session 4:

The Growth Framework and Metrics that Matter

Learn strategies to address typical barriers that may stop customers from buying brands or might make it more difficult for them to do so. Assess the merits and limitations of marketing metrics in the context of driving profitable growth and why marketers should ignore some of the better-known marketing metrics.

Session 5:

An Imperial Perspective on Growth

Join Dr. Omar Merlo to hear about Imperial’s latest research on innovation and marketing. Understand and discuss how the latest academic thinking supports exciting new approaches to Strategic Brand Transformation.

Session 6:

Driving Mental and Physical Availability

Examine the concepts of mental and physical availability and demonstrate the relationship between brand size and brand availability across multiple categories.

Session 7:

Making Brands Easier to Buy and Barriers to Overcome

In any given market, there are probably about 15-20 different reasons why customers or potential customers, don’t buy a particular brand or don’t buy from the category. Learn how well-known retailers, manufacturers, financial services companies and others have used ‘nudges’ to add value to their brands.

Orientation Period:

Introduction and Overview of the Learning Platform and Programme Calendar

Orientation period is the official start to the programme. During this span, you are introduced to the learning platform, receive an overview of the programme calendar, and have the opportunity to introduce yourself to your peers via the discussion forums.

Session 4:

The Growth Framework and Metrics that Matter

Learn strategies to address typical barriers that may stop customers from buying brands or might make it more difficult for them to do so. Assess the merits and limitations of marketing metrics in the context of driving profitable growth and why marketers should ignore some of the better-known marketing metrics.

Session 1:

Introduction and Brain Science

In the first session, your programme director will set the scene, facilitate introductions, outline the programme and establish core metrics that brand owners need to drive to be successful in today’s markets and categories across the world.

Session 5:

An Imperial Perspective on Growth

Join Dr. Omar Merlo to hear about Imperial’s latest research on innovation and marketing. Understand and discuss how the latest academic thinking supports exciting new approaches to Strategic Brand Transformation.

Session 2:

Decision Making and Buying Behaviour 1

Tap into buying behaviour data, where science has discovered ‘law like’ patterns of buying behaviour in over 170 B2C and B2B markets. These laws govern how brands grow and decline, who they are competing for and what they are competing for – even though they are not widely known.

Session 6:

Driving Mental and Physical Availability

Examine the concepts of mental and physical availability and demonstrate the relationship between brand size and brand availability across multiple categories.

Session 3:

Decision Making and Buying Behaviour 2

Delve deeper into the science of buying behaviours and identify opportunities for applying knowledge in specific contexts prompted by some interesting and surprising case studies.

Session 7:

Making Brands Easier to Buy and Barriers to Overcome

In any given market, there are probably about 15-20 different reasons why customers or potential customers, don’t buy a particular brand or don’t buy from the category. Learn how well-known retailers, manufacturers, financial services companies and others have used ‘nudges’ to add value to their brands.

Download Brochure

Faculty

Faculty Member Thomas Bayne

Thomas Bayne

Programme Director, Founding Director, MountainView Learning

Thomas Bayne is Founding Director of MountainView Learning, a London-based firm that balances science and skill to grow brands. He has two post-graduate degrees and has contributed to the book How Brands Grow based on his passion and expertise on marketing’s contribution to growth.

Faculty Member Omar Merlo

DR. Omar Merlo

Assistant Professor, Business School

Dr. Omar Merlo is an Assistant Professor at Imperial College Business School. As a consultant and executive educator, Omar has worked with many organisations around the world, such as McKinsey & Co., Samsung, Airbus, ARM, ING Bank, The Gap, among others. His main teaching, research and consulting interests are in the areas of growth engineering, services and relationship management, customer engagement and customer management.

Certificate

Example image of certificate that will be awarded after successful completion of this program

Certificate

Upon completion of the programme, participants will be awarded a verified Digital Certificate of Participation by Imperial College Business School Executive Education.

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Note: As a live executive education programme, participant attendance and contribution is key to the learning experience and value of the programme. As such, participants are required to attend (or watch recordings of) 80% of the live sessions to receive their Certificate.

Apply Now

Early registrations are encouraged. Seats fill up quickly!