Mini MBA in Brand Management
Module 06

Brand Codes

distinctiveness / salience / codifying / brand execution

There’s been a lot of talk about differentiation over the last 50 years, with few brands walking the walk. More recently, talk has turned to distinctiveness; about standing out and being distinct and generating mental availability. This is where brand codes really stand out as probably being more important than brand positioning in establishing a successful brand.

Here you will learn from many of the brands Mark has worked with to understand how they have established, identified and executed their codes for maximum market impact.