News
PolyU Design MasterClass - Strategic Branding
Our Instructors
![Carlo Imo’](/iaee/-/media/department/iaee/content/masterclass/imo_carlo_560x860.jpg?bc=ffffff&h=430&w=280&hash=1971772A968EC83A3BE47022D3E065AE)
- Visiting Lecturer - Institute of Advanced Executive Education
- President, Kering Asia Pacific 2014-2018
![BUEHRING_Joern](/iaee/-/media/department/iaee/content/masterclass/buehring_joern_560x860.jpg?bc=ffffff&h=430&w=280&hash=BD40F06DB800B15DAE1679777FF34A75)
- Assistant Professor, School of Design, PolyU
- Programme Director, PolyU Design - Masterclass Professional Development Series
Our Guest Speaker
![Julie photo - Website](/iaee/-/media/department/iaee/content/masterclass/julie-photo---website.png?bc=ffffff&h=430&w=280&hash=ADD42FED988460269D1E017B5F38E410)
Ms. Julie Wang Chou
- A member of the Board of Directors, Capital Group Companies, Inc.
- Equity investment analyst, portfolio manager and research director at Capital Group.
- Generalist in Greater China and for European luxury goods.
![Participant Profiles](/iaee/-/media/department/iaee/content/masterclass/profile_1080x524.jpg?bc=ffffff&h=262&w=540&hash=6156D02FA78D65E8EB8805848E65CEE7)
Participant Profiles
Join us if you are:
Senior Executives |
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who are responsible to reframe challenges and opportunities in the public and private sector. | ||
Innovative Leaders |
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who want to cultivate a strategic mindset to make long-term planning and strategic decisions. | ||
Entrepreneurs |
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who want to validate and map your visions through future scenarios. | ||
Designers |
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who want to learn about branding and futures thinking tools. |
![Benefit](/iaee/-/media/department/iaee/content/masterclass/benefits_1080x524.jpg?bc=ffffff&h=262&w=540&hash=7DC8FB9ADD0A59030CF57D309E351F86)
Benefits for You and Your Organisation
The benefits of the PolyU Design Masterclass Course - Strategic Branding:
- Access to evolving insights and future-oriented practices on the notion of relevance and purpose for brands (beyond any given sector or industry)
- Learn macro and micro trends critical for brands in the next decade
- Access to diverse and progressive tools for building brands’ value and growth
- Collaborate with others in future scenarios building on brands
![learning](/iaee/-/media/department/iaee/content/masterclass/learning_1080x524.jpg?bc=ffffff&h=262&w=540&hash=678960070C66DF782A7149F4E3CF7CDA)
Learning Experience
The in-person PolyU Design Masterclass - Strategic Branding will provide participants with techniques, tools (including scenario building), and inspiration-based competencies for branding, strategic decision making, and driving sustainable growth.
Participants will be engaged in stimulating group discussions, experimentation and demonstrations facilitated by the instructors and guest speakers.
![structure](/iaee/-/media/department/iaee/content/masterclass/structure_1080x524.jpg?bc=ffffff&h=262&w=540&hash=79E2E46598414CF1675DD2CB7540E3EB)
Course Structure
- 2 days (12 hours) per course
- 6 hours per day
- AM Session 09:30 - 12:30
- PM Session 14:30 - 17:30
- Refreshment & lunch breaks
- Group lunch at additional costs (optional). It will be organised at the start of the course.
2-day Schedule
The PolyU Design Masterclass Course - Strategic Branding will be delivered in two days.
- The stage & beyond the stage : overview and orientation
- Impermanence of Brands
- “The Great Acceleration” : Covid-19 and the accelerated pace of change, and not only
- Historic Awareness & Dragonfly Perspective : backward and forward thinking combined
- Diffusion of Innovation Curve : Innovators, Early Adopters, Early Majority, Late Majority and Laggards
- Cultural Triangulation and Distributive Networks : how to look out and the critical relevance of distributive networks for brands
- Introduction to visualizing skills and actions to create preferred outcomes - increasing the probability of achieving desired results
- Telling the preferable (desirable) scenario story
- Example Outcomes – Concepts [tangible visions]
- “It is time to go electric”
- “Learnings from the long view”
- Achievements for the “Homo Deus”
- Climate Economy
- Data Sustainability
- Fluidity
- Regeneration
- Elevating
- Magnetazing
- Motivating
- Inspiring brands and categories
- Mind the inspiration gap
- 6 Key Takeaways for Brands
- Micro-trends (across Industries) for the next decade
- Changing Matter, a work by PCH Innovation: Align, Unify, Depart and Rebuild
- Scenarios & Narratives
- Narrative storytelling
- Sensual storytelling
- Meme(tics qualities)
IAEE reserves the right to adjust the module details without prior notice.
Masterclass Themes
The PolyU Design Masterclass Professional Development Series is comprised of different independent theme-based courses. See below courses.