Syllabus

Artboard 5
Module 6

Brand Codes

  • successful brand managers
  • tactical execution
  • infamous campaigns

Moving from differentiation to distinctiveness, we examine the crucial topic of brand codes. We look at how successful brand managers identify key brand codes and then apply them across their tactical execution to ensure maximum impact. We study code play and look at some of the truly great executions in which codes have been used to advance the effectiveness of some infamous campaigns.

  • Module length: 44 mins
  • Readings: 4
  • Study time: 2 hrs