Strategies for Building and Maintaining Brands in the Twenty-first Century
3 New Online Masterclasses with Paul Feldwick
Next Course: DATES TBC
What links Persil Automatic, Tesla, and the Kardashians? What do brands, entertainers, and celebrities have in common? The answer is Fame - though it’s not something we talk about enough in advertising and marketing.
Fame is arguably more important today in understanding brand marketing than it has ever been. It may sound simple, but of course creating Fame has never been an easy matter. And in a fast- changing world, we need to focus our attention on its underlying principles if we are to stand a chance of building it.
Paul Feldwick, Brand Planner extraordinaire and noted author, has been reflecting on Fame for some years now and recently wrote a book about it (Why Does the Pedlar Sing?, 2021). And this autumn he will be sharing his latest thinking in an exclusive series of three online sessions for the APG.
The sessions will last about 2 hours, including lecture, examples, and hopefully plenty of discussion; especially in Session Three.
Who is it for?
These masterclasses will be extremely useful to anyone engaged in the building of brands and businesses through marketing and communications. It is applicable to planners and strategists of all levels from any kind of agency or client company.
Session One: Why Fame Matters
Why Fame is a central concept for building brands
The science of Fame and ‘Mental Availability’
What brands can learn from celebrities – and from P.T.Barnum
The history of fame – and why advertising has underestimated its importance
What ‘creativity’ means in creating fame
Session Two: A Strategic Framework for Creating Fame
Four facets of fame
The use of mass media
What makes something a hit
Why it’s not just about ‘originality’
Distinctive assets, brand properties, catch phrases and furry animals.
Involving the audience
Session Three: Fame in the Twenty-first Century
What’s changed in the world of reality TV, social media, and smartphones – and what’s remained the same?
A close reading of some current examples of Fame.
What would Barnum have made of TikTok?
Is the TV commercial a dying format? And does it matter?
Celebrities, brands, and celebrity brands – are they the future?
*APG Membership is required. Please go here for more information.
Please note, the sessions will not be recorded/filmed and we can’t offer catch-up sessions on future courses, if for any reason you can’t attend.
Paul Feldwick combines over thirty years experience in effective creative communications with a Master's degree in organisational consulting and many years experience as a facilitator and trainer in creative industries. He has been head of the planning department at BMP and later a World Wide Brand Planning Director for DDB.
APG Training Course Cancellation Policy
Should you cancel your booking for an APG training course, the following cancellation policy will apply: For a cancellation made more than 30 calendar days in advance of the training course, a full rebate will be applied. For a cancellation more than ten calendar days in advance of the training course, a rebate of 50% will be applied. For a cancellation less than ten days in advance of the training course no rebate will be applied.
Training sessions will not be recorded/filmed and we can’t offer catch-up sessions on future courses, if for any reason you can’t attend.
On occasion we may need to re-schedule training sessions - we reserve the right to do this at any time although we will aim to give you as much notice as possible.
Attendance on Training Courses is entirely at the discretion of APG. There is no automatic right to attendance.