The Building Blocks
of Brand Development

The Building Blocks
of Brand Development

Online Courses

Oct 11 - Nov 19

5 weeks

Brief Description

In today’s competitive marketplace, a clearly defined brand is critical to your ability to attract and retain the consumers, customers, and guests you need to succeed. This short-form, self-directed course will help to set a foundation for purposeful growth. You will develop a thoughtful brand approach—exploring what branding is and what it isn’t. You will identify the DNA / soul of your brand while you explore how best to test and live it. You will gain an understanding of how to harness consumer insights—and you will activate your brand in order to deliver its promise. Participants will learn from recorded lectures delivered by an expert in the field and will work through a series of independent targeted activities. You'll have the opportunity to learn from and share ideas with one another, and participate in occasional live huddle sessions with your dedicated course navigator and occasional guest lecturers with expertise in mentoring start-ups at all levels of engagement. Click on "Watch Video" below to hear more about the course from lead faculty, Steven Goldstein.

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Steven Goldstein

Lead Faculty


Steven Goldstein joined Sharky’s Woodfired Mexican Grill in 2016 as its first chief marketing officer. He oversees brand and menu evolution as the concept expands from its Southern California roots into new markets.

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Locations, Dates & Fees

All Online

Registration Open
Date: Starting October 11, 2021 - Registration Opens Soon
(welcome + orientation 1st week & 5 weeks of course content)
Price: $149 USD
Special Rates: $379 USD by enrolling in three Online Courses, including this course, Insights from Food Experience Design, Basics of Food Venture Formation + Finance, or Building Ethical and Environmentally Responsible Food Supply Chains or
$476 USD for enrolling in all four courses

CIA alumni prices are available. For more information, contact our Admissions Team at admissions@foodbusinessschool.org or 1-866-242-9876.


This course is all online, asynchronous, and self-paced. Click here to download a weekly course sampling.

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Have questions?
Contact our Admissions Team at admissions@foodbusinessschool.org or 1-866-242-9876.

Who It's For

Food industry entrepreneurs, company founders, product marketers, brand strategists, and small business owners who seek to grow their food company, roll out new products, and connect with consumers in real, authentic, meaningful ways, while remaining true to their values.


This course will help you set a foundation for purposeful growth and gain an understanding of how to harness consumer insights.

Overview

Food brands are flourishing—stealing market share, gaining national distribution, and amassing a strong consumer following. These brands’ success is founded on their deep understanding of their purpose and promise and the intangible value they deliver to loyal consumers. The Building Blocks of Brand Development will teach you how to identify a brand strategy that illustrates your core values, is true to your mission, and demonstrates a solid understanding of your product line’s positioning within the competitive market. Through hands-on and targeted activities, you’ll have the opportunity to learn from and share ideas with other learners, with support from a course navigator skilled at mentoring start-ups at all levels of engagement.

Topics covered include:

  • It’s Not About the Logo
  • Identifying the DNA + Soul of Your Brand
  • Living / Testing the DNA + Soul of Your Brand
  • Harnessing Consumer Insights
  • Activating Your Brand

A graduate of the Hilton College at The University of Houston, TX and of The Culinary Institute of America in Hyde Park, NY, lead faculty Steven Goldstein is a recognized industry speaker on consumer trends and the strategies that food companies can leverage to enhance their standing in the evolving marketplace.

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