The Knowledge pills are a collection of short lectures on branding and innovation. Each class touches upon a specific marketing and branding theme with actionable insights and valuable examples.
The Knowledge pills are developed for people eager to bring their marketing understanding to the next level and get insights on the most critical concept and sophisticated branding and innovation tools.
The Knowledge pills are created by Amati & Associates in cooperation with external lecturers. In this set, you will find:
– Short lectures on the most important marketing concepts, including branding strategy, packaging design, product positioning, brand identity, brand development process, and many more!
– Practical tips and examples will help you understand how to apply these concepts in real-life situations!
Join the 1% of marketers!
Open Innovation Pill
We agree that Open Innovation sounds like a broad and inaccessible concept. It did until now.
Our Open Innovation lecture is an easy-to-understand yet complete overview of Open Innovation, which will clarify all your doubts about it.
The pill covers the evolution of Innovation from Closed to Open while introducing the typical OI funnel and its key components.
Knowledge pills because you need to know!
Brand Design Pill
Brand Design is the third pillar of Strategic Brand Management, after Brand Positioning and Brand Architecture. Of the three, it is often more complex to understand for those with less experience with design.
In our short lecture, we introduce the notion of Brand Design and its components through theory and examples. Conveniently on-demand. At your own pace.
Design plays a mission-critical role in branding and is instrumental in creating relevant consumer experiences by providing the context for Brands and Products to fulfill their missions.
Knowledge pills because you need to know!
Brand Archetypes Pill
Consumers tend to project their true or aspirational selves through their brands, and likewise, they tend to humanize brands to describe their differences beyond product attributes. Brand Archetypes are a construct to choose and develop a Brand Personality quickly. A 10 minutes pill, with theory and examples. Conveniently on-demand.
Knowledge pills because you need to know!
Branding Bundle
Managing Brand Equity is one of the most challenging aspects of a marketing job. Brand Equity is a complex notion with many components. In this pill, we consider Equity one element at a time, providing definitions and examples of making the most of each module. Conveniently on-demand.
Knowledge pills because you need to know!
Brand Equity Pill
Managing Brand Equity is one of the most challenging aspects of a marketing job. Brand Equity is a complex notion with many parts. In this pill, we consider Equity one component at a time, providing definitions and examples of making the most of each module. Conveniently on-demand.
Knowledge pills because you need to know!
Brand Purpose Pill
Brand Purpose is one of the most relevant emerging domains of branding, and in this course, we look at the origins of this trend, its key examples, and how to build more purposeful brands. A 15 mins. short pill, on-demand.
Knowledge pills because you need to know!
Brand Salience Pill
Some brands are just a notch more loved and present than their competitors. How do they do it? How do brands become a proxy for their category? At the core of these brands is Brand Salience. In this 15 min. pill, we investigate the notion and provide tools to build it.
Knowledge pills because you need to know!
Brand Valuation Pill
Ever wondered why Brand Valuations and rankings differ so much from each other? How can the valuation of the exact brand change by billions of dollars in the same year? A 10 min pill to learn through examples and models, explained to non-finance managers, with examples and comparisons among top methodologies.
Knowledge pills because you need to know!
Consumer Insights Pill
In fast-moving and highly competing markets, the ability to tap into consumer understanding better than your competitors is essential.
Writing winning insights is necessary to make sense of consumers’ behavior and convert it into actions. This pill summarizes 20 years of generating, documenting, validating, and testing consumer Insights. Learn how to write an insight by structuring it according to ACB, Benefit, and End-state.
Knowledge pills because you need to know!