EXECUTIVE COURSE
Learn with a network of professionals from companies like:
Market sectors today are over populated with dull, undifferentiated brands that sound, look, and act the same.
Blurred brands don’t compete well, they don’t retain and attract talent, and they don’t endure. The need to build a power brand as a core asset has never been greater; many brands stand for little and lack impact and connection.
Your brand impacts every customer and every function. This makes branding a leadership conversation, not just a marketing one.
Learn real-world skills from real world experts
Busy, full-time managers and executives need effective pathways to master essential skills and concepts. However, most upskilling options are:
Too simplistic and lack expertise
Lengthy and expensive
Theoretical and hard to apply

Introducing… ‘Power Brand Building’ a high-impact 6-week online course

PRACTICAL & ACTIONABLE
Courses are designed to be immediately actionable. No padding, just proven, practical methods you can apply today.

TAUGHT BY INDUSTRY EXPERTS
Go beyond academic theories. Discover what works from experts with a lifetime of experience.

REAL-WORLD TOOLS & TEMPLATES
Use the same templates & tools used by the experts, learn to apply them, and compare your results with real-world examples.

LEARN WITH OTHERS LIKE YOU
Join a cohort of other proactive professionals. Make connections, form working relationships, and develop new career networks.

FAST, FLEXIBLE LEARNING
Courses are accessible from any device. They’re designed to be flexible and fit around your life so you can learn on your terms.
Course Overview
LEARNING OUTCOMES
Building Power Brands is a unique 8-week course. It covers a practical, real-world approach for building your own power brand — from how to build your own Power Brand Blueprint to building out your Brand Strategy (on the inside as well as the outside), to making your brand happen.
In completing the course, you will learn:

A Brand New Paradigm
How branding has moved from the marketing department to the leadership team, and what this means for the way you brand your organisation or company.

Branding Mastery
How to master the skills, concepts and techniques to build a Power Brand that makes sense and is believed and loved.

Purpose-driven Branding
How to discover the true purpose of your Power Brand and make it the driving force behind everything you do and say as an organisation.

Branding the Inside
How to build a Power Brand that builds your culture, engages employees, retains and attracts talent, and shifts your performance.

Branding the Outside
HR Professionals
Marketers
Sales Professionals
Business Strategists
Change & Project Specialists
COURSE TOPIC AREAS
- About the Brand Guy
- Making Brands Accessible and Actionable
- Styles of Planning
- Eight Essential Conversations
- Gain support and buy-in from management
- Understand the importance of aligning brand to what companies say and do
- Gather input from internal and external sources
- Conduct research to support brand development
- Develop your brand’s ambitions
- Explore and refine brand concepts
- Reduce a brand to its core essence
- Build a cohesive brand story
- Develop a congruent brand strategy (who, where, what, how, why)
- Craft language that makes your brand stand out from the competition
- Bring your brand to life with visuals
- Develop customer profiles and personality archetypes
- Develop your brand promise and identity
- Articulating a clear value proposition
- Aligning HR, people and culture with your brand
- Linking company values and behaviours to your brand
- Develop a clear employee value proposition (EVP) linked to your brand
- Creating a brand-driven marketing strategy and initiatives
- Creating a brand-driven culture program and initiatives
- Measuring and tracking your brand’s performance
LENGTH 8 weeks (flexible)
FORMAT Online only
Want to participate with a team of 5 or more? Contact us.
60 Day money-back guarantee
Zero-risk
We’ve diligently developed Changing the Game Academy courses with highly credentialed international leaders, and priced them affordably to ensure that participants get maximum value from a wealth of content.
We’re so confident that you will benefit from our courses, we offer a no-quibble satisfaction guarantee. If in 60-days you don’t feel satisfied, just email us at support@ctgplaybook.com and we’ll give you your money back.
Is this program right for you?

You will benefit from this course if you are:
- Leading or supporting a market facing brand.
- Leading or supporting a brand-driven culture.
- Operating in a B2B or B2C business where branding matters.
- Looking to upskill personally, or take a team on the journey as a cohort.
Meet your expert
Known internationally as ‘The Brand Guy’, Richard Sauerman has been ranked in the Global Gurus Top 30 Branding Professionals since 2014.
After working on brands such as Coca-Cola, Microsoft, Toyota and Unilever at Saatchi & Saatchi, Ogilvy & Mather, DDB, and McCann-Erickson, Richard left advertising to pioneer a more powerful way to brand; Where everything you do and say as a business is driven by and aligned to your brand strategy – your business strategy, your products and services, your culture and values, your customer service and trade relationships, your marketplace positioning as well as [and not just] your marketing communications.
He has advised c-suite companies such as Levis, Microsoft, QBE, CSIRO, Vodafone, Mortgage Choice, Data61, Macquarie Bank, Laborie
Richard is the co-founder of Brandcraft, he has published two books and is a sought-after speaker.

Get your course brochure
Find out more about the Power Brand Building course.
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START Sep 5, 2022
LENGTH 8 weeks (flexible)
FORMAT Online
COST AUD $1495
Got questions?
Contact us.