22nd June 2015

John gave a lecture on Branding and Positioning as part of the Advanced course in Communication and Marketing in Arts and Culture offered by the Madrid School of Marketing (MSMK). Within the context of Art and Culture, the lecture covered the essential aspects of Branding such as Differentiation, Brand Construction, Stakeholders, Brand User Journeys, User-Centric Design and many more related topics.
One of the highlights of the class was when the students had to develop a brand using various techniques for example discovering Touch-points, developing Personas, turning Mission statements into Mantras and finding insights. Enthusiasm ran high and the five hours of class flew by and left us needing another five.

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