PolyU Design Masterclass Course - Strategic Branding
Class Dates: Fridays, 8th and 15th October 2021
This PolyU Design Masterclass course is one of the "PolyU Design - Masterclass Professional Development Series" 
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PolyU Design MasterClass - Strategic Branding
Introduction
With the uncertain and turbulent business environment of our time, brands are facing different challenges.
- Is your brand fit for the future?
- What are the actions to drive growth?
- Are you managing your brand with the appropriate time frame in mind?
- Are you ready to anticipate the changes you and your organisation are facing in 10 years?
The PolyU Design Masterclass course Strategic Branding is designed to encourage participants to reimage and manage brands not as static assets but as beacons of future opportunities, trust, and regeneration.
Our Instructors
- Visiting Lecturer - Institute of Advanced Executive Education
- President, Kering Asia Pacific 2014-2018
- Assistant Professor, School of Design, PolyU
- Programme Director, PolyU Design - Masterclass Professional Development Series
Our Guest Speaker
Ms. Julie Wang Chou
- A member of the Board of Directors, Capital Group Companies, Inc.
- Equity investment analyst, portfolio manager and research director at Capital Group.
- Generalist in Greater China and for European luxury goods.
Participant Profiles
Join us if you are:
| Senior Executives |
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| who are responsible to reframe challenges and opportunities in the public and private sector. | ||
| Innovative Leaders |
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| who want to cultivate a strategic mindset to make long-term planning and strategic decisions. | ||
| Entrepreneurs |
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| who want to validate and map your visions through future scenarios. | ||
| Designers |
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| who want to learn about branding and futures thinking tools. |
Benefits for You and Your Organisation
The benefits of the PolyU Design Masterclass Course - Strategic Branding:
- Access to evolving insights and future-oriented practices on the notion of relevance and purpose for brands (beyond any given sector or industry)
- Learn macro and micro trends critical for brands in the next decade
- Access to diverse and progressive tools for building brands’ value and growth
- Collaborate with others in future scenarios building on brands
Learning Experience
The in-person PolyU Design Masterclass - Strategic Branding will provide participants with techniques, tools (including scenario building), and inspiration-based competencies for branding, strategic decision making, and driving sustainable growth.
Participants will be engaged in stimulating group discussions, experimentation and demonstrations facilitated by the instructors and guest speakers.
Course Structure
- 2 days (12 hours) per course
- 6 hours per day
- AM Session 09:30 - 12:30
- PM Session 14:30 - 17:30
- Refreshment & lunch breaks
- Group lunch at additional costs (optional). It will be organised at the start of the course.
2-day Schedule
The PolyU Design Masterclass Course - Strategic Branding will be delivered in two days.
- The stage & beyond the stage : overview and orientation
- Impermanence of Brands
- “The Great Acceleration” : Covid-19 and the accelerated pace of change, and not only
- Historic Awareness & Dragonfly Perspective : backward and forward thinking combined
- Diffusion of Innovation Curve : Innovators, Early Adopters, Early Majority, Late Majority and Laggards
- Cultural Triangulation and Distributive Networks : how to look out and the critical relevance of distributive networks for brands
- Introduction to visualizing skills and actions to create preferred outcomes - increasing the probability of achieving desired results
- Telling the preferable (desirable) scenario story
- Example Outcomes – Concepts [tangible visions]
- “It is time to go electric”
- “Learnings from the long view”
- Achievements for the “Homo Deus”
- Climate Economy
- Data Sustainability
- Fluidity
- Regeneration
- Elevating
- Magnetazing
- Motivating
- Inspiring brands and categories
- Mind the inspiration gap
- 6 Key Takeaways for Brands
- Micro-trends (across Industries) for the next decade
- Changing Matter, a work by PCH Innovation: Align, Unify, Depart and Rebuild
- Scenarios & Narratives
- Narrative storytelling
- Sensual storytelling
- Meme(tics qualities)
IAEE reserves the right to adjust the module details without prior notice.
Masterclass Themes
The PolyU Design Masterclass Professional Development Series is comprised of different independent theme-based courses. See below courses.
