Programme details

Programme overview

Redefine what it means to 'grow' your business

Strategic Branding demonstrates how you can use deep customer insights to re-align your organisation around your customers, breaking down the organisational silos, to deliver true customer value and create rather than just serve your customers.

The programme will allow you to understand how to identify and use insights as a source of differentiation, a platform to build your competitive advantage and a basis for creating new customers. We provide the latest insights into market dynamics and marketing strategy. You gain a unique framework to apply strategically and operationally, so that customers expectations are exceeded, by a brand that speaks to them and provides the products and services they are looking for.

Programme content

Over five days you'll explore the following themes and apply them directly to your organisation:

  • Understanding consumer behaviour: linking customer feedback to decisions by putting a market research strategy into practice.
  • Managing the customer experience: coordinating your firm's activities to understand how customers decide.
  • Capturing value: selecting customers; pricing innovatively; converting prospects into customers; defending established markets.

Programme structure


  • Gaining and leveraging deep customer insight 
  • Building a customer-focused organisation


  • Defining a customer-centric marketing strategy
  • Brands and branding


  • Managing the customer experience
  • Brand experimentation


  • Assessing and selling customer value
  • Communicating with impact: the power of stories


  • Growing your business from the core
  • Building brand equity

Programme dates

This five day programme takes place at London Business School.

Next programme date:

  • 27 - 31 October 2014

Upcoming progrmme date:

  • 15 - 19 June 2015

For further information, please call +44 (0)20 7000 7324 or email

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Contact us

Cleo Jackson, Programme Associate
Tel: +44 (0)20 7000 7324

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