This training day is part of the 7-day Mini MBA Meaningful Marketing programme and can also be followed as a standalone module. It explores how strong brands create long-term commercial value and how strategic content helps bring that value to life in a digital-first world.

You'll discover how brand equity is built through salience, brand associations and distinctive assets, learn how to measure brand health in ways that connect to business performance, and develop a compelling business case for sustained investment in brand building. The day also clarifies the principles of brand positioning, including the difference between differentiation and distinctiveness, and shows how to translate positioning into focused creative direction through perceptual mapping and effective briefing. In the second session, you'll explore content as the foundation of modern brand building, learning how to develop content strategies that support the entire customer journey, create value across owned, earned and paid channels, and balance brand consistency with platform-specific expression. From visual content and social-native creativity to copywriting, audio branding and AI-assisted creative tools, you'll gain practical insights into building distinctive brand experiences across today's evolving media landscape.

Whether you join this module on its own or as part of the full Mini MBA, you'll leave with practical frameworks to build stronger brands, develop more effective creative strategies, and create long-term value for your organisation.

This course is part of the Mini-MBA Meaningful Marketing. View the full training program.

Questions?

Do you want detailed information about the trainings and which of them best suit your profile?

Contact Nathalie Prieto, Head of activities & sponsoring +32 472 10 20 85 - nathalie.prieto@marketing.be