Strategy masterclass for building brand equity in digital age #255004

Upon successful completion of this masterclass, participants will be able to:

• Articulate the components of brand equity (e.g., Keller’s Brand Resonance Pyramid) and diagnose the strength of their own brand.

• Develop a digital-first brand strategy that aligns business objectives with customer-centricity and cultural relevance.

• Design an integrated customer experience strategy that consistently builds equity across all digital touchpoints.

• Leverage digital tools and platforms—from content and communities to influencers and CX—as primary drivers of brand perception.

• Measure brand equity using a mix of traditional metrics (brand tracking) and modern digital analytics (sentiment, engagement quality).

• Lead a cross-functional organization in the ongoing management and growth of brand value.

This strategic masterclass is designed for experienced professionals responsible for the long-term health and value of a brand:

• Chief Marketing Officers (CMOs), VPs of Marketing, and Brand Directors

• Heads of Strategy, Digital Strategy, and Growth

• Senior Brand Managers and Marketing Managers

• Product Marketing Leaders influencing brand positioning

• Founders and Entrepreneurs building a scalable brand

• Management Consultants specializing in marketing and digital transformation

• Pre-assessment
• Live group instruction
• Use of real-world examples, case studies and exercises
• Interactive participation and discussion
• Power point presentation, LCD and flip chart
• Group activities and tests
• Each participant receives a binder containing a copy of the presentation
• slides and handouts
• Post-assessment

Day 1: The New Foundations of Digital Brand Equity

• Morning Session: Deconstructing Modern Brand Equity

  • Beyond Awareness: Defining Equity as Salience, Meaning, Response, and Resonance (Keller’s Model).

  • The Digital Difference: How brand building has shifted from broadcasting to co-creation.

  • Auditing Your Brand’s Digital Health: A diagnostic framework.

• Afternoon Session: Strategy Formulation for the Digital Age

  • Defining Your Brand’s Purpose, Vision, and North Star Metric.

  • From Positioning Statement to Digital Manifesto.

  • Workshop: Participants conduct a guided audit of their own brand and refine their core strategy.

Day 2: Designing the Digital Brand Experience (DX)

• Morning Session: Architecture of a Digital Experience

  • Mapping the Non-Linear Customer Journey: Zero-party data and moments of truth.

  • Ensuring Brand Consistency Across Owned, Earned, and Paid Touchpoints.

• Afternoon Session: Content & Storytelling as Equity Drivers

  • Building a Content Universe, Not a Calendar: How content builds equity at each stage of the journey.

  • Narrative Strategy: Creating a story world that audiences want to be part of.

  • Case Study: Analyze a brand renowned for its exceptional digital experience (e.g., Disney+, Glossier).

Day 3: Building Community & Cultural Relevance

• Morning Session: From Audience to Community

  • The Role of Community as a Core Brand Asset.

  • Strategies for Building and Nurturing Brand Communities (on Discord, Reddit, Instagram, etc.).

  • Leveraging User-Generated Content (UGC) and Advocacy Programs.

• Afternoon Session: Cultural Strategy & Influencer Partnerships

  • Moving Beyond Influencer Marketing to Cultural Collaboration.

  • Identifying and Partnering with Creators who embody your brand values.

  • Navigating Brand Activism and Taking a Stand Authentically.

  • Debate: Discuss the risks and rewards of a brand taking a political or social stance.

Day 4: Data, Measurement & Monetization

• Morning Session: Measuring What Matters

  • Beyond Vanity Metrics: Designing a Brand Tracking System for the Digital Age.

  • Measuring Sentiment, Share of Voice, and Brand Lift with digital tools.

  • Correlating Brand Health Metrics with Business Outcomes (LTV, Price Elasticity).

• Afternoon Session: The Business Case for Brand Equity

  • Calculating the Financial Value of Brand Equity.

  • Communicating the ROI of Brand Building to the C-Suite and Finance.

  • Workshop: Build a dashboard of key brand equity metrics for a CFO.

Day 5: Leadership, Orchestration & Capstone

• Morning Session: Leading the Brand-Led Organization

  • Embedding the Brand Strategy into Every Function: From HR to Customer Service.

  • Managing Brand Governance in a decentralized digital world.

• Afternoon Session: Capstone Project

  • Final Challenge: Participants present a comprehensive “Brand Equity Growth Plan” for their own brand or a case study. The plan must include: strategy refinement, a key initiative for the next year, a measurement plan, and a cross-functional rollout strategy.

  • Peer Review and Expert Feedback.

  • Masterclass Conclusion: Committing to a long-term view of brand building.

  • Certification.