On-demand training

On-demand Training

Darren Coleman, our Propolis Brand Expert, breaks down the power of brand in this on-demand course. Learn what ‘brand’ truly means, how to leverage it for measurable growth, and how to make a compelling case for investment at the board level.

01Module 1: What we mean by brand, and why it’s more than just fonts and logos
02Module 2: Why brand is worth investing in
03Module 3: What stops B2B marketers from building great brands
04Module 4: Key intangible brand assets (brand values, essence, personality and positioning)

Module 1: What we mean by brand, and why it’s more than just fonts and logos

In this module, Darren outlines exactly what we mean by ‘brand’ in the first place. Is it a logo? Well, yes. But there’s much, much more to it than that. Understanding brand at a deeper level is critical if we’re to truly build a brand that has the commercial edge.

Watch Module 2 below

Module 2: Why brand is worth investing in

So, we know what a brand is (and what it isn’t), but why is it worth investing in? In this module, Darren explains why brand is worth investing in, showing how brand has become more powerful over the years.

Watch Module 3 below

Module 3: What stops B2B marketers from building great brands

We know what brand is and why it’s worth investing in. If it’s that straightforward, why do so many B2B marketers fail to build great brands? In this module, Darren lists the five key areas that often stop B2B marketers from doing just that.

Watch Module 4 below

Module 4: Key intangible brand assets (brand values, essence, personality and positioning)

In this module, Darren outlines the four key intangible brand assets, and provides clear examples for each.

About the Trainer

Darren Coleman, Brand Expert, Propolis

Darren is the Brand Expert for Propolis. He specializes in helping brands drive growth and retain relevance through brand experiences and has been doing this for 25+ years across Europe, the Middle East, and Asia Pacific. Johnson & Johnson, Faurecia, Dubai Properties, Abbot, FUJIFILM, Nikon, and Orange are some of the brands he’s helped. Darren’s PhD focuses on B2B services brand performance, whilst his book Building Brand Experiences: A Practical Guide to Retaining Brand Relevance helps brand marketers structure and then scale their approach to building brand experiences. Darren is a member of the Advisory Council at Harvard Business Review.

Ready for more confident decision-making?

Join the B2B marketing leaders and teams using Propolis to help deliver stronger commercial results.

About the Trainer

On-demand Training

Module 1: What we mean by brand, and why it’s more than just fonts and logos

Module 2: Why brand is worth investing in

Module 3: What stops B2B marketers from building great brands

Module 4: Key intangible brand assets (brand values, essence, personality and positioning)

About the Trainer

Darren Coleman, Brand Expert, Propolis

Ready for more confident decision-making?

The number one go-to-resource for B2B marketers across the globe

On-demand Training

Module 1: What we mean by brand, and why it’s more than just fonts and logos

Module 2: Why brand is worth investing in

Module 3: What stops B2B marketers from building great brands

Module 4: Key intangible brand assets (brand values, essence, personality and positioning)

About the Trainer

Darren Coleman, Brand Expert, Propolis

Ready for more confident decision-making?

The number one go-to-resource for B2B marketers across the globe