Medtech Brand Academy
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WELCOME

Your First Step: Why MtBA and the Brand Opportunity in Medtech
Your Resources: The Strategy Vault, Master Template and More...
MODULE 1: Brand Strategy Mindset & Foundations

Lesson One: Brand and Branding 101
Lesson Two: The First Principles of Branding
Lesson Three: Brand Strategy Basics
Lesson Four: Rebranding
Lesson Five: Case A (Disrupt or Die)
Lesson Six: Case B (Disrupt or Die)
MODULE 2: Positioning Philosophy & Framework

Lesson One: The Key to Positioning
Lesson Two: The 4Cs of RAD Positioning
Lesson Three: Common Positioning Territories
Lesson Four: The Positioning Statement
MODULE 3: Brand Architecture & Scalability

Lesson One: The Brand Architecture Spectrum
Lesson Two: Top Architecture Issues in Medtech
Lesson Three: Brand Architecture Tools
Lesson Four: Case A (Good to Great)
Lesson Five: Case B (Good to Great)
Halfway!

Your Midpoint Reflection
MODULE 4: Brand Personality & Archetypes

Lesson One: Brand Personality
Lesson Two: Brand Archetypes
Lesson Three: Applying Archetypes and Attributes
Lesson Four: Brand Essence
MODULE 5: Creative Platform & Asset Creation

Lesson One: Creativity and Value
Lesson Two: What is a Creative Platform
Lesson Three: Visual Brand Language
Lesson Four: Verbal Brand Language
Lesson Five: Experiential Brand Language
Lesson Six: Working Within the Brand Guidelines
Lesson Seven: Creative Campaign
BONUS Lesson: Naming
MODULE 6: Brand Activation & Market Engagement

Lesson One: Brand Activation Strategy and Planning
Lesson Two: Brand Performance
Lesson Three: Brand Systems
Lesson Four: Case A (From Pain to Possibilities)
Lesson Five: Case B (From Pain to Possibilities)
WRAP-UP: Strategic Application

Your Strategy Story
Your Superpower
ELECTIVE 1: Product Brand Strategy

Lesson One: Product Branding Tips
Lesson Two: Product Marketecture
Lesson Three: The Technology/ Ingredient Brand
ELECTIVE 2: Company Brand Strategy

Lesson One: The Company Brand
Lesson Two: Purpose, Vision, and Mission
Lesson Three: Values and Behaviors
Lesson Four: The Six Elements of Corporate Culture
ELECTIVE 3: Lead Your Agencies to Excellence

Lesson One: How Agencies Work
Lesson Two: The Right Fit
Lesson Three: Leading Your Agency

Lesson One: The Brand Architecture Spectrum

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