The Building Blocks of Brand Development–Spring 2024

Start building your brand today!

   Watch Promo

NEXT SESSION STARTS March 11th, 2024!

The Building Blocks of Brand Development

Course Description: In today’s competitive marketplace, a clearly defined brand is critical to your ability to attract and retain the consumers, customers, and guests you need to succeed. This short-form, self-directed course will help to set a foundation for purposeful growth.

What You Will Do: You will develop a thoughtful brand approach – exploring what branding is and what it isn’t. You will identify the DNA / soul of your brand while you explore how best to test and live it. You will gain an understanding of how to harness consumer insights–and you will activate your brand in order to deliver its promise.

How You Will Do It: Participants will learn from recorded lectures delivered by an expert in the field and will work through a series of independent targeted activities. You'll have the opportunity to learn from and share ideas with one another, and participate in occasional live huddle sessions with your dedicated course navigator and occasional guest lecturers with expertise in mentoring start-ups at all levels of engagement.

Your Instructor

Steven Goldstein
Steven Goldstein

Steven has always been fascinated by the connection between brands and consumers: the way people behave, react to stimulus, and make the choices that they do. He's studied changes in consumer behavior for nearly 30 years, especially in the food, beverage, retail, and leisure markets, and is continually amazed by what captures the imagination, and where experiential value resides.

Steven has had the pleasure of working with c-suite and senior executives in organizations that include Starbucks, Panera Bread, Jack in the Box, Burger King, Cineplex (CN), Applebee’s, AMC Theatres, Grupo VIPS (Spain), Nando’s, Zoe’s Kitchen, and Organic Girl, leading project teams in creating the brand, guest experience, product and operational strategies and tactics that helped achieve business goals.

Guiding project teams through business challenge definition, consumer and marketplace research, insight generation, and directives creation that yields optimized products and services, and compelling experiences…the experiences that change behavioral patterns…not just for the profit of a brand, but for the benefit of the consumer. This is what Steven does best.

With an eclectic background in entrepreneurship, consulting, and leading strategy development, he thrives at the intersection of business objectives, creativity, and purposeful change. From startups to multi-billion-dollar organizations, Steven has delivered results by building lasting client relationships, and leading the development of impactful business solutions.

Frequently Asked Questions

When does the course start and finish?
The course starts March 11th, 2024–with new content being released every week–for five additional weeks. We design our courses with busy people in mind–and encourage you to take the course at a pace that works best for you. The forums will remain available until May 17th, 2024, allowing you ten full weeks to engage with your fellow learners.
How long do I have access to the course?
How does lifetime access sound? After enrolling, you have unlimited access to this course for as long as you like - across any and all devices you own. The forums won't remain active past May 17th, 2024, but you can always access the content!
What will I get at the end of the course?
In addition to the incredible opportunity to learn from subject matter experts–connect with your fellow food system learners–and build your network–you will also receive a certificate of achievement and a badge that you can post to your LinkedIn profile or other social media.

Get started now!