Overview
How to apply proven strategic frameworks like Aaker’s Brand Vision and Dunford’s Positioning Canvas, How to balance long- and short-term growth with evidence-based models like the 60/40 Rule, How to recognize and avoid common pitfalls, from outdated branding myths to short-sighted performance obsessions, How to think like a strategist by asking the right questions, not just following checklists
Marketers who want to understand what makes brands work (and last), Brand managers and strategists looking for real frameworks, not fluff, Entrepreneurs and business owners tired of shiny tactics that don’t deliver, Students of marketing who believe learning is a lifelong journey
No formal prerequisites required. This course is designed for marketers, strategists, creatives, and intellectually curious professionals at all levels.
What This Course Is Really About
If you’re tired of marketing courses filled with jargon, hype, or slide-deck theater, this course is different. It goes beyond surface-level tactics. This course equips you to challenge assumptions, unlearn outdated models, and apply frameworks that are grounded in marketing science—not trend-chasing.
I’m Ventseslav Hikov, Chief Strategy Officer at BBDO and a long-time advocate for clarity over chaos in brand-building. With 30+ years in advertising strategy—and experience leading brand strategy for Snickers, Heineken, Volvo, Pepsi, and more—I bring battle-tested lessons from the real world. Not just slides.
This course is not about chasing the latest trend. It’s about unlearning the fluff and rediscovering the fundamentals that actually grow brands—through real strategy, creative thinking, and evidence-based insight.
This is the course for curious marketers who are done with the hacks and hype.
What’s Inside the Course?
Through real-world examples, simple exercises, and practical frameworks, you’ll apply what you learn right away—even if you're not building a brand from scratch.
Module Highlights:
Module 1: Foundations of Modern Branding
→ What branding is (and isn’t), emotional drivers, trust, and loyaltyModule 2: Building a Brand Identity That Lasts
→ Using Aaker’s framework to create a full, flexible identityModule 3: Brand Positioning & Competitive Strategy
→ Learn to stand out with meaningful differentiation, not just noiseModule 4: Driving Brand Growth
→ Kantar’s blueprint: how brands grow with meaningful differenceModule 5: The Five Disciplines of Brand-Building
→ Marty Neumeier’s model: Differentiate, Collaborate, Innovate, Validate, CultivateModule 6: Integrating Brand & Performance
→ Get the balance right: brand vs. performance, long vs. shortModule 7: Measuring and Implementing Strategy
→ From scorecards to strategy adjustments: build a brand that grows
My Teaching Style
Think of this as a bullshit-free zone for marketers.
I teach with:
Real-world examples, not recycled theory
Strategic frameworks, not generic templates
Humor, clarity, and the occasional friendly rant
If you’re here to explore, challenge your assumptions, and walk away smarter—you’re in the right place.
Who This Course Isn’t For
If you're looking for quick hacks, trendy acronyms, or endless tactics without strategy—this probably isn’t your course. But if you’re ready to learn how real brands grow, let’s get started.
Enroll Today
Enroll today to rethink what brand strategy really means—and start building brands that last.
Already trusted by global brands and built with business relevance in mind, this course is a perfect fit for teams and professionals seeking a smarter approach to brand-building.
Ventseslav Hikov
Hi, I’m Ventseslav Hikov—Chief Strategy Officer at BBDO, and a lifelong advocate for thinking before doing, with 30+ years of experience building real brands in the real world.
While many marketing courses promise instant growth through hacks, hustle, or hype, I take a different path. I teach branding and advertising with clarity, evidence, and respect for the fundamentals that actually work. If you're ready to stop chasing tactics and start building real strategy, you're in the right place.
I’ve had the privilege of working with and learning from global giants like Snickers, Heineken, Volvo, and Pepsi. What I share in my courses isn’t theory—it’s the result of decades in the trenches, combined with a deep belief in lifelong learning.
My courses are not for trend-chasers. They are for marketers who want to think clearly, ask smarter questions, and build lasting brands with strategic fundamentals.