What exactly is branding?

To put it very briefly: A brand is the fast track to the customer’s brain.

A brand can do what the conscious mind can’t: communicate in such a way that the decision is already made before anyone notices. A brand can utilize psychological and neurological mechanisms that work where persuasion can’t. A brand drives decisions, sets prices, and turns target groups into loyal followers.

But how?

Hannah S. Fricke is a psychologist, brand strategist and creative director who has led very large international brands through product launches, relaunches, and crises—and turned small newcomers into brands. And as a professor at the Instituto Europeo de Design, she has made brand managers what they are.

From her, you’ll learn:

The neurological and psychological foundations of communication
Neuromarketing
Brand architectures
Really good cases and really bad ones from which you can learn a lot

You will also:

Develop a potential analysis of your brand
Learn how to create a roadmap for brand management
Learn what AI can do for you – and what that is.