RMIT is partnering with three major Australian brands to create a new six-week course on Brand Experience.
With Brand Experience becoming an in-demand factor within marketing strategies, it’s expected that it will grow 22 percent in the next five years.
“Brand strategy is at the heart of the most successful leading businesses, and we are proud to be working with such iconic partners to introduce our newest offering Brand Experience,” said Helen Souness, the CEO at RMIT Online.
“There is often a divide between customer experience and brand, and this course tells you that you don’t have to be one or the other, you can be both.”
A few of Australia’s leading online brands and retailers – THE ICONIC, Vegemite and Koala – are joining together to help formulate the course.
“”Never stop learning’ is one of the eight core principles that we at THE ICONIC live by, so it’s humbling to be able to share what we’ve learnt over the years with a new audience. THE ICONIC is redefining the future of retail in Australian and New Zealand; we want to create a better future by liberating the world from meaningless constraints. We’re excited to extend our knowledge to help further educate those who want to learn more about Brand Experience at RMIT Online,” said Alexander Meyer, the Chief Marketing Officer for THE ICONIC.”
The course aims to cover a myriad of strategies for Brand Experience, and will ‘help all levels of an organisation pitch strategies impacting their brand experience, as well as create a brand promise that resonates with their customers’.
“The marketing landscape is changing rapidly and our portfolio reflects this, now covering a breadth of marketing areas, including emerging technologies, MarTech, analytics, channel marketing and brand experience. As consumer marketing continually evolves, brand ambassadors will need to continually refresh their skills and keep up with emerging trends,” said Souness.
In addition to the three Aussie brands, brand agency, Thinkerbell, will work together to ‘uncover the growing trend in brand homogenisation and encourage marketers to nurture differentiation’ for brands.
“Understanding the entire brand experience is at the centre of good marketing. There are many distractions in today’s complex world for people to focus on, but understanding and delivering a unified brand experience to the customer is the best way to build value into any business,” said Adam Ferrier, the Founder of Thinkerbell.
“Brand experience is understanding the brand in its entirety, and ensuring all parts of the business are delivering on the same organising idea. Branding as a concept is largely misunderstood and relegated into the world of design and communications – but at its core, it should drive everything the business does. This course shows people how to do that.”
The first intake of this six-week course begins in October 2020.
Brands like Vegemite offer distinctive marketing tactics and will share its learnings to help create an ‘iconic’ brand. “Vegemite is arguably Australia’s most iconic brand. It has a clear meaning, is distinctive and a household name. Many people who want to understand marketing can possibly learn a bit from what this little yeast based spread does so well. We’re proud to be a part of this online course and share some of our learnings,” said Matt Gray, Head of Marketing at Bega Foods.
Furthermore, Koala Mattresses offer the learnings behind its ‘disruptive’ industry breakthrough. “Koala was able to disrupt a relatively stagnant industry by marrying brand marketing efforts to the overall customer experience, ensuring that both delivered on our ultimate promise: to make the way you live better,” said Peter Stoterdyk, Chief Marketing and Technology Officer at Koala.
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