Advanced Brand Theory: From Identity to Growth
Course Description
What This Course Is Really About
If youâre tired of marketing courses filled with jargon, hype, or slide-deck theater, this course is different. It goes beyond surface-level tactics. This course equips you to challenge assumptions, unlearn outdated models, and apply frameworks that are grounded in marketing scienceânot trend-chasing.
Iâm Ventseslav Hikov, Chief Strategy Officer at BBDO and a long-time advocate for clarity over chaos in brand-building. With 30+ years in advertising strategyâand experience leading brand strategy for Snickers, Heineken, Volvo, Pepsi, and moreâI bring battle-tested lessons from the real world. Not just slides.
This course is not about chasing the latest trend. Itâs about unlearning the fluff and rediscovering the fundamentals that actually grow brandsâthrough real strategy, creative thinking, and evidence-based insight.
This is the course for curious marketers who are done with the hacks and hype.
Whatâs Inside the Course?
Through real-world examples, simple exercises, and practical frameworks, youâll apply what you learn right awayâeven if you're not building a brand from scratch.
Module Highlights:
Module 1: Foundations of Modern Branding
â What branding is (and isnât), emotional drivers, trust, and loyalty
Module 2: Building a Brand Identity That Lasts
â Using Aakerâs framework to create a full, flexible identity
Module 3: Brand Positioning & Competitive Strategy
â Learn to stand out with meaningful differentiation, not just noise
Module 4: Driving Brand Growth
â Kantarâs blueprint: how brands grow with meaningful difference
Module 5: The Five Disciplines of Brand-Building
â Marty Neumeierâs model: Differentiate, Collaborate, Innovate, Validate, Cultivate
Module 6: Integrating Brand & Performance
â Get the balance right: brand vs. performance, long vs. short
Module 7: Measuring and Implementing Strategy
â From scorecards to strategy adjustments: build a brand that grows
My Teaching Style
Think of this as a bullshit-free zone for marketers.
I teach with:
Real-world examples, not recycled theory
Strategic frameworks, not generic templates
Humor, clarity, and the occasional friendly rant
If youâre here to explore, challenge your assumptions, and walk away smarterâyouâre in the right place.
Who This Course Isnât For
If you're looking for quick hacks, trendy acronyms, or endless tactics without strategyâthis probably isnât your course. But if youâre ready to learn how real brands grow, letâs get started.
Enroll Today
Enroll today to rethink what brand strategy really meansâand start building brands that last.
Already trusted by global brands and built with business relevance in mind, this course is a perfect fit for teams and professionals seeking a smarter approach to brand-building.
