Strategic Branding in a Digital Age: Building, Communicating and Revitalizing Your Brand

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Business leaders know the importance and value of their brand but maintaining it in a digital environment involves a new set of skills and tools. SEEC’s Strategic Branding in a Digital Age: Building, Communicating and Revitalizing Your Brand is designed to give businesses the ability to revitalize their brand in the digital environment.

Ajay Sirsi photoLed by Ajay Sirsi, marketing professor in the Schulich School of business, this SEEC program is designed to reinforce general brand strategies and show participants how to reapply them using digital channels of communication. Judging by comments from participants in the most recent run of the program, the learning struck the right chord.

“My learning has been invaluable, and I cannot wait to apply everything I have learned,” said one. “I believe it will have a large and positive impact on my company and brand.” Another participant remarked on how the program gave them, “a much better understanding of the importance of a strong brand for continued corporate growth and practical methods for measuring and improving brand strength.”

One participant said the content around “measuring brand health, communication consistency and how to apply to develop strategy” was the most memorable, while another said they appreciated learning about “new research tools and [a] better understanding of brand equity, clearer focus on how to develop a brand identity.”

For many participants, the messenger was the highlight of their experience in the program: “Ajay is an incredible instructor and has a wealth of knowledge. He is very engaging and insightful.” Another said “Ajay is an excellent instructor. He explains theory clearly and provides real examples from his own experience to help with understanding.”

One concern people unfamiliar with SEEC programs often have is what to expect in the mix of theory and usable information. One participant was happy to report “I enjoyed how practical the information was. I came out understanding exactly how to apply the material and where to go if need more help after class.”

And, as always, the opportunity to learn from peers is always a popular feature: “The interaction and exchange with other participants from various sectors enhanced the learning experience.”

After every SEEC program, participants are asked what improvements they would recommend. One, in fact, noted that the location, at the Keele campus of the University was “inconvenient to access by public transportation”. A month after the program finished, the TTC opened the new Yonge-Spadina subway extension, which means getting to the Executive Learning Centre is now easier than ever. And, to celebrate that opening, SEEC has offered a discount on programs that begin before April 30. We listen and aim to please!

And what course review is complete without a score? One enthusiastic participant gave Strategic Branding in a Digital Age: Building, Communicating and Revitalizing Your Brand a “10+/10 – amazing course”.

For more information on Strategic Branding in a Digital Age: Building, Communicating and Revitalizing Your Brand, visit the program web pages.

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