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42Courses

Brand Building

9h
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Three things you can genuinely rely on.

A CPD-accredited Mini MBA.

Proper credit for proper progress. Signed, dated, and easy to verify.

Marked by humans, not bots.

A real person reads what you submit and replies, usually in less than a day.

Personalised to your role.

Our AI adapts each lesson around your day job, so you can put it to work straight away.

About this course

Do you have a job at a company?

Are you thinking about starting your own business?

Do you already have a website or social presence?

If you said yes to any of those, then you�re already working with a brand, and honestly, this course was made for you.

With so much noise online, your brand�s strength really can decide whether you grow or get overlooked.

Whether you�re building your personal brand, growing a franchise, or figuring out what comes next for your company, this course walks you through the strategy, growth, and ongoing maintenance of a brand that actually stands out and keeps its value.

You�ll learn from some of the best brand builders in the industry, including Keith Weed, Josy Paul, Melissa Wildermuth, Mariana Albuquerque, and more.

You�ll also get more than 50 award-winning case studies and real examples that keep things interesting, plus research-backed guidance so you know what to do and why it works.

When you finish, you won�t just know how to grow a brand. You�ll also receive a signed and dated CPD-accredited certificate to back up what you�ve achieved.

So go on, get comfortable, and start learning how to build a brand that can take you further.

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What you'll learn:

  • How to build and grow a brand
  • Brand strategy planning
  • Designing a brand identity people remember
  • Getting to grips with targeting and segmentation

Who's it for

Built around you.

If you�re a:

  • Someone who wants a clear, practical understanding of the branding world
  • Marketer or advertiser
  • Business leader who wants to strengthen their brand
  • Brand manager
  • Entrepreneur ready to launch a new brand

Take a quick look behind the scenes.

💡

Inside a lesson

Short lessons with a proper story behind them, not dull at all. You�re looking at around 15 minutes each. You�ll get a video, written content that actually reads well, and a check question to make sure it really stuck.

💡

AI personalisation

Made for your role and what you�re aiming for. Tell us what you do and what you want to change. Each lesson gets tailored with practical takeaways for your specific work. The core frameworks and supporting data stay the same, but the examples shift so they feel like yours.

💡

Real feedback

No robots left hanging you. Some questions are marked by a real person from our team. If you need guidance, you�ll get it. And if you�re genuinely stuck, we can jump on a call with you.

💡

The certificate

A Mini MBA you�ll want to keep. It�s CPD-accredited, signed, dated, and trackable. Completion is consistently above 80%, while the typical industry figure is closer to 10%.

42courses compared with typical online courses.

Feature 42courses Typical platform
Marking & feedback by real people ? Within 24 hours � Auto-quiz only
Personalised by role & sector ? AI adapts every lesson � Same content for everyone
Taught by working practitioners ? The people who wrote the playbook � Often academics or actors
Average completion rate ? Over 80% � 5 to 15% (industry average)
CPD-accredited Mini MBA certificate ? Every course � Sometimes
30-day money back, no questions ? If you aren�t happy, we aren�t either � Usually a 7-day refund window

Questions you might have.

About eight hours of material total, broken into manageable lessons of roughly 15 minutes each. Most people complete it in around two weeks. That said, there�s no strict deadline. You can pause whenever work or life gets in the way.
Nope, not at all. We begin with the basics and gradually build from there. You�ll get a fresh perspective on the topic through practical insights from leading experts in the field, whether you�re completely new or you�ve been doing this for years and just want a stronger approach.
Each lesson ends with a short question to check your understanding. A selection of these questions are marked manually by our team. If you need a nudge in the right direction, a real person will reply with notes to help you move forward. And if you get stuck or you�d rather talk it through, we�re always happy to set up a call.
You�ve got 30 days from the moment you enrol to request a full refund. No hoops, no questioning you to death, and no awkward exit interview. We respond to refund requests within 24 hours, often even faster. Bottom line, if you aren�t happy, we want it sorted.
If books give you the theory, this course is where you put it into practice. Everything is tailored to your role and goals, so you come away with useful, personal takeaways from every single lesson.
Yes. Learners have used it across tech, healthcare, retail, banking, government, charities, and education. Since every lesson is personalised to your role and goals, the examples and exercises adjust to fit your situation, not someone else's.
Yes, most learning and development budgets can cover it without any hassle. If you need an invoice, we can provide one that's VAT-friendly, just email us at groundcontrol@42courses.com. For teams of 10 or more, check out Team plans.

Tools You'll Explore

Keith Weed - Ex-Global CMO, Unilever

Keith Weed - Ex-Global CMO, Unilever

Keith Weed is the former CMCO of Unilever, where he oversaw marketing and communications across the business. He also led Unilever's sustainability agenda and helped drive success for the Unilever corporate brand. Over the years, Keith has been a strong supporter of sustainability, diversity, and improving the digital advertising ecosystem for both Unilever and the wider industry.

Melissa Wildermuth - CCO, General Mills

Melissa Wildermuth - CCO, General Mills

Melissa is General Mills first female Global Creative Director, and she heads one of the most successful creative teams around. Her organisation leads marketing partnerships and licensing, idea development, content creation and production, plus in-house design. Day to day, she's reshaping what creativity looks like across more than 100 brands.

Piyush Pandey - Global CCO, Ogilvy

Piyush Pandey - Global CCO, Ogilvy

Piyush Pandey is Ogilvy India's Worldwide Chief Creative Officer and Executive Chairman, and he's won more than 400 awards from around the world. He's known for bringing a lot of energy and originality, and The Economic Times even called him the most influential man in Indian advertising.

Tyrona Heath - Director of Market Engagement, The B2B Institute at LinkedIn

Tyrona Heath - Director of Market Engagement, The B2B Institute at LinkedIn

Ty works at The B2B Institute at LinkedIn as Director of Market Engagement. It's a think tank focused on where B2B marketing and decision-making are heading next. She's also co-founder of TransformHer, a conference created for professional women of colour and allies in the tech space. Ty has a strong marketing background too, including time at Google, IBM, and leading her own B2B consulting practice where she wrote Marketers of Tomorrow: A Step-by-Step Toolkit for Inbound Marketing.

Josey Paul - Chairman, BBDO India

Josey Paul - Chairman, BBDO India

Josy kicked off BBDO India back in 2008, right from the backseat of his car. By 2016, he'd been named Creative Agency Head of The Year by the Indian Advertising Association. In 2020, he was inducted into Advertising Club Calcutta's Hall of Fame. The Economic Times also ranks him among the most influential people in Indian advertising.

Anna Vogt - CSO, VMLY&R

Anna Vogt - CSO, VMLY&R

Anna is the UK Chief Strategy Officer at VMLY&R, where she's responsible for the strategic work coming out of the London office. She works across VMLY&R's client portfolio, including Diageo, Danone, Department for Transport, Ford and Wendy's, delivering work that's both effective and genuinely groundbreaking. Oh, and when she was younger, Anna was part of Germany's national swimming team. She's also co-author of The Rebuilders: Going from Setback to Comeback in Business and Beyond .

Mariana Albuquerque - Creative Director, GUT

Mariana Albuquerque - Creative Director, GUT

Mariana works as a Creative Director, Copywriter, and Scriptwriter, and she's currently Group Creative Director at GUT. Previously, she held roles as Copywriter at Droga5 Dublin, FCB Brazil, Ogilvy Sao Paulo, Publicis Sao Paulo, JWT, and Y&R. She's also the writer and director behind A Cabeaa, a political horror podcast based on a true story.

Orlando Wood - CIO, System 1 Group

Orlando Wood - CIO, System 1 Group

Orlando is the Chief Innovation Officer at System1 Group and a member of the IPA Effectiveness Advisory Board. He studies how advertising connects with psychology and the creative arts, then uses what he finds to challenge more traditional research, marketing, and advertising methods in his published work.

Matt Johnson PhD - Writer, The Economist

Matt Johnson PhD - Writer, The Economist

Matt Johnson specialises in using neuroscience to strengthen marketing and branding decisions. He's big on the idea that marketers should understand human psychology in a real way, and that consumers can benefit from understanding their own mental patterns too.

Kervins Chauvet - Wieden + Kennedy

Kervins Chauvet - Wieden + Kennedy

Before he moved into advertising, Kervs built his name in music. He became Head of Marketing at PatchWerk Recording Studios, and it set him up for what came next. He started his advertising career in 2014 at R/GA in Los Angeles, helping kick off major work for Beats by Dre, and getting early access to big names like Lebron James and Spike Lee. Soon after, at Wieden + Kennedy, Kervins worked on widely praised campaigns for Nike, Procter & Gamble, and Old Spice.

Jip van de Meent - Strategist, Dentsu Creative

Jip van de Meent - Strategist, Dentsu Creative

Jip is a Strategist at Dentsu Creative in Amsterdam.

Wayne Best - CCO, VMLY&R

Wayne Best - CCO, VMLY&R

Wayne's career has taken some interesting turns. He's built brands like Mars, helped bring a Yugo back into the world, and he's even spent countless hours waiting for Sean P-Diddy Combs to arrive on set. He joined VMLY&R in August 2019 as CCO of New York. He's also the global creative lead on the Dell Technologies business. In just a couple of years, he's helped move the Dell brand forward through projects like the Unseen Ballet initiative and the voicebanking effort, bringing Dell, Intel, and the MND Association together to create I Will Always Be Me.

Bruno Bertelli - Global CCO, Publicis

Bruno Bertelli - Global CCO, Publicis

Bruno is the Global CCO for Publicis Worldwide, and he currently oversees creativity across Publicis Worldwide and Publicis Groupe Italy as part of the Executive Committee. He's also behind the global rollout of Le Pub, launched in 2020 and named Ad week's Agency to Watch 2021. Bruno is widely recognised as the most awarded Italian creative, with more than 300 awards, including 143 Cannes Lions. In 2021, The Drum recognised him as the world's most awarded Chief Creative Officer.

Lisa McDowell, Brand Director, Ocado

Lisa McDowell, Brand Director, Ocado

Lisa is an experienced marketing leader who manages high-performing teams and drives commercial results. She's genuinely passionate about building outstanding brands across every marketing channel, experience, and touchpoint. She also brings strong expertise in advertising, digital, PR and communications, and creative and content work across tech, food, and retail sectors.

Neo Mashigo - CCO, M&C SAATCHI ABEL

Neo Mashigo - CCO, M&C SAATCHI ABEL

Neo Mashigo is the Chief Creative Officer of M&C Saatchi Group South Africa and co-founder of I See A Different You, a Soweto-born creative collective set up to shift the world's perspective on Africa. Throughout his career, Neo has cared deeply about creativity from Africa, and he's helped produce work that more accurately represents the continent.

Mark Sandys - Chief Innovation Officer, Diageo

Mark Sandys - Chief Innovation Officer, Diageo

Mark is the Chief Innovation Officer at Diageo. He leads the full portfolio of brands worldwide, along with Diageo's R&D, sustainability work, and digital innovation. Before taking this role, Mark was Global Head of Beer, Baileys, Smirnoff & Captain Morgan, where he was responsible for Diageo's global beer operations and some of the most widely loved spirits brands.

Dr Lachezar Ivanov

Dr Lachezar Ivanov

Dr. Lachezar Ivanov is Marketing Strategy Director at Firebrand Consultants, advising leading brands on strategy, research, and communications. He holds a Ph.D. in Marketing from European University Viadrina in Germany, and he's been invited to lecture at top marketing schools around the world, including Miami Ad School (among others).

Nils Leonard, Founder, Uncommon

Nils Leonard, Founder, Uncommon

Nils is co-founder of one of the fastest-growing startups in advertising history, Uncommon Creative Studio. Before that, he served as Chief Creative Officer at Grey London, where he oversaw some of the agency's most profitable and award-winning years across its 52-year history. He's been voted into Ad Age's creativity 50, and Business Insider named him the most creative person in advertising globally. He's also on the advisory group for the Royal Academy and is listed as one of The Sunday Times 500 Most Influential People in the UK.

What we'll cover, in order.

What Is A Brand?

Understand what brands are, where they came from and why they are important.
What Is A Brand?
The History Of Brands
Why Do Brands Matter?
The Three Roles Of A Brand

Developing Your Brand

Develop your brand's purpose, values, position, strategy and more.
Why You Need A Brand Strategy
Your Brand's Purpose
Brand Values
Your Target Audience
What Is Brand Positioning?
Your Brand Positioning Statement
Line Extensions and Brand Extensions
Brand Architecture

Brand Identity

What does the future look like? How might current trends develop? How can you best position your brand for success?
Brand Identity
Brand Archetypes
Brand Voice
Visual Identity
Distinctive Brand Assets
Other Kinds Of Brand Assets

How To Grow Your Brand

Learn the secrets to growing your brand. Discover whether loyalty matters, what mental and physical availability means and more.
Does Brand Loyalty Matter?
So, How Do Brands Grow?
Mental & Physical Availability
Brand Cues & CEPs
Brands And Advertising
Brand Storytelling
Experiential Marketing
Brand Partnerships
Physical Availability

Maintaining Your Brand

Get an understanding of what’s involved in maintaining your brand, why consistency is so important and how brands become iconic.
What is Brand Maintenance?
Consistency Is Key
Brands In The Digital Age
Trust And Authenticity
How Do Brands Become Icons?
How To Manage Brand Reputation
How To Create A Crisis Management Plan

Case Studies

Take a look at some examples of well-built brands.
Aviation Gin
Who Gives A Crap? Loo Roll
Liquid Death
Banana Baseball
Not Just A Cadburys Ad

Certification Process

1

Complete all the classes

Attend classes, ask questions, and finish your homework. We check your activity and support your learning journey every step of the way.

2

Get the Summary Notes

Receive high-quality supporting documents, summary notes, and recommended readings. Ensure you have access to all tools and resources.

3

Complete 100% Impact

Complete the final assessment to validate your learning. Earn your certificate and share your achievement with your professional network!

Brand Building
₹1,000 ₹1,200
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This Course Includes:

Level Access
9h of Content
Certificate of Completion
English

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