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The Building Blocks of Brand Development–Summer 2019

Start building your brand today!

START DATE: JULY 15th!

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 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 an expert in the field and will work through a series of targeted activities. You'll have the opportunity to learn from and share ideas with one another, with support from a course navigator whose expertise is in mentoring start-ups at all levels of engagement.


Your Instructor


Steven Goldstein
Steven Goldstein

Steven Goldstein joined Sharky’s Woodfired Mexican Grill in 2016 as its first chief marketing officer. He oversees brand and menu evolution as the concept expands from its Southern California roots into new markets, including Oregon, Nevada, Arizona, and Northern California. Recognized as a leader in the food industry for more than 35 years, Mr. Goldstein specializes in connecting brands and consumers through the development and implementation of meaningful food and beverage experiences. He has worked as a chef, a corporate change agent, and a leader in the consulting field for emerging and established food and beverage companies.

Steven joined Sharky’s from San Francisco-based The Culinary Edge, where he spent nearly 10 years leading the firm’s business development and client management team in helping restaurant and food clients create the brand, menu, and operational strategies and tactics that achieve their business goals.

A graduate of the Hilton College at The University of Houston, TX and of The Culinary Institute of America in Hyde Park, NY, Steven Goldstein is a recognized industry speaker on consumer trends and the strategies that food companies can leverage to enhance their standing in the evolving marketplace.


Course Curriculum


  It's Not About the Logo
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  The Marketplace–Determining What's Available
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  Living / Testing the DNA + Soul of Your Brand
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  Harnessing Consumer Insights
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  Activating Your Brand
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  Course Wrap-Up
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Frequently Asked Questions


When does the course start and finish?
The course starts July 15th–with new content being released every week–for five 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 September 20th, 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 September 20th, 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!