Branding throughout the Genius Loci theory
16.12.2020 - 17.12.2020
Duration: 4 hours, 2 live lessons
Date and time: December 16 and 17, 2020 | from 6.00 to 8.00 PM CEST
Trainer: Alberto Campagnolo
There is a poetry in branding. Since customers are first of all humans, with their specific sensorial and instinctive attitude, marketing discipline can only partially design an engagement that could be long lasting.
Nevertheless, branding can work efficiently in order to effectively translate the international creativity onto meaningful artefacts. Products, communication, retail spaces, advertising, could all express the local spirit and subterranean sense of belonging. There are simply some places they demand a story should be told about them: and this helps to generate connections more persistent and durable.
This course is part of our special catalogue of online training courses.
The catalogue includes live courses only, offered in synchronous mode, as we particularly value and prioritize the direct interaction and discussion between participants and trainers.
Courses are designed, delivered and managed according to the distinctive quality and service standards of CUOA’s offering: you will be effectively engaged with trainers and participants, as well as with a CUOA dedicated team who will support you in all phases of distance learning. To ensure the highest engagement, a limited number of seats is available, and early registration is recommended. Furthermore, a didactic space specifically reserved for your virtual classroom will be at your disposal on our learning platform. At the end of each lesson, teaching materials, operational tools presented by the trainer, exercises and reference bibliography will be shared to allow you effectively reach your learning objectives.
Finally, CUOA will support you in assessing your learning providing you with a final evaluation feedback. A CUOA participation certificate will be issued upon successful completion of the course.
The course aims to explain the branding potential of the Genius Loci theory, thanks to a detailed overview about the creation of a specific engagement strategy starting from an international marketing perspective.
Connections between the brand DNA and specific art-efacts implemented on stores, as well as on products, services, communication, and so on, will decrypt the subtle chemistry that ignites a dialogue with other
cultures and countries. An insightful depth on the spirit of the places and its remarkable potential within brand management.
FIRST SESSION - 2 hours
Sensory marketing, hints about neuromarketing from branding.
Genius Loci, its meaning, its poetry. Brand storytelling.
International marketing and g-local creative implementations.
SECOND SESSION - 2 hours
“Made in” and the pride of the roots. Opportunities and threats.
Listening before communicating. Brand management rejuvenation.
How to decipher, to capture and to design the spirit of a place.
- Individual not holder of V.A.T. Number: € 200,00 V.A.T. included
- Company or Professional, holder of V.A.T. Number: € 200,00 + V.A.T. (22%)
- CUOA Founding/Supporting Members; CUOA Master Alumni; Students of executive courses of over 60 hours: € 100,00 + V.A.T.(22%).
- Former Student of CUOA-IBS International Winter/Summer Programs: € 100,00 V.A.T. included
The course will be activated upon reaching a minimum number of enrolled students in order to guarantee the quality and relevance of learning dynamics.
Registration and payment methods
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We can deliver this course specifically for your company.
CUOA Business School offers tailor-made training projects that are designed on companies specific needs.
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