Strategic Brand Architect

In Module 1 you will get an overview of what creative strategy is. You will learn how to recognize a good strategy and deal with different types of strategies. You will learn models and frameworks that support you in developing, planning and pitching strategies to promote your strategic mindset. You will also learn how artificial intelligence can support your strategic work and make it more efficient.

In Module 2 you will learn how to actively shape the future of brands in today's business environment and what role “brands” play in (growing) companies. You will deal with the terms brand purpose, vision and mission and understand what other components a brand consists of. In addition, you will learn how a “brand model” works and how you can derive a clear brand positioning from it. You will also find out what role consumers play in the perception of a brand and what influence AI has on this.

In module 3 you will deal with the topic of consumer insights. After a short introduction to what insights actually are, you will learn how to find, interpret and translate them into meaningful insight statements using the right questions and appropriate research methods. In this way, you can address the needs of your (potential) customers more specifically and thereby have a positive influence on business development. You will also sharpen your understanding of the strategic benefits and limitations of AI in the research process.

Module 4 is all about the creative part of the strategy. You will learn which principles ideas and creativity follow and what the most important drivers of successful, creative campaigns are. Because creative strategy is teamwork, you will also learn how you as a creative strategist can become an integral part of the creative process and what makes a good creative brief. You will learn how to specifically support the idea generation process (also with the help of AI) and how to evaluate ideas on a solid basis.

In Module 5 you will learn what role platforms and channels play in effectively implementing your strategy as a campaign. You deal with customer journeys and category entry points so that you consistently think about your (potential) customers during the planning stage. From channel selection to (AI) content production and communication tasks to a detailed communication plan, you will learn how strategy becomes a clear, measurable communication plan.

In Module 6 you will learn how to specifically ensure the success of your campaigns. You will find out what opportunities a living culture of effectiveness opens up in organizations and what drivers of effective campaigns really count so that you can define suitable goals in line with your strategy. You will also learn how to clearly describe the effectiveness of your measures, which metrics will support you, and how to deal with the challenges of declining attention spans. In addition, you will look at the role of AI in performance optimization.

In Module 7 you take the perspective of a growth hacker and look at the business side of the creative strategy. Because as a creative strategist, it is crucial to understand how companies and marketing teams work. You will learn relevant business KPIs and how to build a deeper understanding of your customers and/or your company in order to identify growth opportunities and formulate more targeted creative briefs.

In the final module 8, you will learn how to develop innovative solutions for creative or strategic challenges. You understand what innovation means in the advertising context, how entrepreneurship and innovation are related to strategic thinking and how to use design frameworks to re-frame problems to find better solutions. You will also learn how to use design processes to systematically develop, test and translate ideas into implementable solutions using AI.