Goal

At the end of this module, you should be able to plan and execute a brand activation strategy using PESO (Paid, Earned, Shared, Owned) marketing principles.

Lessons

• Lesson One: Brand Activation Strategy and Planning

  • The 5-point activation strategy and 3 planning frameworks

• Lesson Two: Brand Performance

  • Measurement planning and metrics

•  Lesson Three: Brand Systems

  • How to maintain and optimize the brand overtime

• Lesson Four: Case Study A (Setting the Scene)

• Lesson Five: Case Study B (Strategy and Results)

Resources

• Template: Activation strategy and planning frameworks

• Examples: Activation strategy and planning frameworks of some campaigns

• Case Study (Part A, Part B)