The Unforgettable Brand

How To Develop Big, Anchoring Marketing Ideas

Mailchimp

Hidden Valley Ranch

Harry's

Coca-Cola

Intuit

Greg Shumchenia

Head of Brand at Mailchimp

To help get organizational consensus and bring the whole company (from finance to leadership) along for the ride.

Why anchoring ideas matter & how they  help your marketing

Learn how to look for distinction, deliverability, and durability in great anchoring ideas.

The characteristics of a good anchoring idea

Learn how to find the tension(s) your brand can resolve and how to turn that into emotional and rational marketing.

How to develop your own anchoring idea

Learn by doing. Throughout this course, you’ll apply every framework, tool, and technique to your own brand strategy project.

Co-founder & CEO @ Concept Bureau

Nike

Amazon

TikTok

Eli Lilly and Company

Stocksy

Jasmine Bina

CEO of Concept Bureau. Brand Strategist. Cultural Futurist. Keynote Speaker.

Co-founder & CSO @ Concept Bureau

Seed Health

Feeld

Google

Upwork

Skillshare

Jean-Louis Rawlence

Chief Strategy Officer at Concept Bureau. Brand Strategist. Cultural Futurist.

Cohort 1

Cohort 2

Brand strategy will make or break your company, but no one knows how to actually do it well.You have conviction about the brand. You know what makes it valuable. But you can't arrive at a powerful strategy that withstands the market or even the organization.That's not an execution problem. The concept underneath the brand isn't deep enough.The entire field teaches brand strategy as a business discipline. Positioning. Differentiation. Competitive analysis. But brands live in culture. When the concept isn't connected to cultural forces, it has no structural foundation. Everything downstream suffers.Ideas are technology. Meaning is engineered. Cultural forces are readable, structured, powerful enough to build on. We spent ten years synthesizing sociology, semiotics, behavioral science and anthropology into one operational methodology for brand. This course is that methodology, end to end.You bring your brand. Rebuild from further upstream than you've ever gone. 3 weeks that compound into months of velocity. You leave with a core concept, a cultural research system, and a conviction framework. Strategy with structural power to drive through execution.

Build a world-class brand strategy

How to find real opportunities in markets and culture

How to build positioning that actually converts

How to create a core brand idea that holds everything together

How to turn strategy into identity, story, and signal

How to lead with conviction and get buy-in across the company

How to use this system again and again

Brand and Marketing Leaders - Who want to build a defensible brand strategy

Founders - Who want to build culturally resonant and impactful consumer brands

Brand Strategists - Who are looking to systematize their strategy process

Go from understanding marketing measurement to running it at work — with AI-powered tools you keep forever.

Cohort - May

Marketing Analytics Leader & Author

BMW Group

Just Eat Takeaway.com

Kindred

@Packtpub

Gui Diaz-Berrio

Led measurement for €100M+ in ad spend at Kindred Group & Just Eat Takeaway

Cohort - March

Cohort - June

Marketing measurement is changing fast. Google Meridian just launched. Bayesian MMM is replacing legacy approaches. Your team is asking for attribution answers you can't deliver with last-click.But the gap between knowing MMM theory and running it is brutal. 54-column datasets where 12 variables will break your model. Thousands of adstock parameter combinations. Meridian errors the docs don't cover. Model outputs you're not sure you can trust.This course closes that gap — with AI doing the heavy lifting.You'll build MMM models (OLS, Bayesian, and Google Meridian), run Shapley and Markov attribution, and design geo-experiments with power analysis. Not toy examples — real pipelines on real data.The difference: you leave with Claude Code Skills — AI-powered tools that automate variable classification, data formatting, and model diagnostics. Run them on your own data, at your job, after the course ends.You don't need to be a Python expert. The Skills handle implementation. You focus on the science and the judgment calls.Early bird: use code EARLYBIRD-JUNE26 for 20% off.

You understand marketing science. The code is where it falls apart.

Build Marketing Mix Models from scratch — OLS and Bayesian

Run Google Meridian end-to-end on real multi-geo data

Measure attribution with Shapley values and Markov chains

Design geo-experiments that actually prove incrementality

Leave with Claude Code Skills that work on your own data

You can write a for loop, define a function, and load a CSV with pandas. You do NOT need to be a Python expert — AI handles the heavy code

Working knowledge of Python

You've worked with campaign data, channel spend, or marketing KPIs. You know what impressions, CPM, and ROAS mean in context

Familiarity with marketing or media data

Marketing analyst or data scientist who's been tasked with building in-house measurement but struggles to go from theory to working code

Marketing lead who relies on MMM vendor's black box and wants to understand, validate, and eventually complement or replace their outputs

Data professional who tried Meridian, Robyn, or PyMC-Marketing and hit walls with data formatting, prior specification or debugging errors

You'll think like a senior strategist, run a structured brand strategy, see the real ROI of brand love, build AI tools to enhance your work


Strategy Director at Chill Create 

Uber

GetYourGuide

VICE

Zalando

Dentsu

Selicia Richards-Turney

Strategy Director & Agency Partner at Chill Create & Co-Founder at Power Circles

Once you have it, you will stop defending your work on taste &amp; start backing it with evidence.Too many brand, marketing &amp; creative professionals are expected to:<ul><li>Design the identity</li><li>Write the copy</li><li>Build the campaign</li><li>Plan the media </li></ul>....without real insights.You do what you can to get the work done - Reddit threads, insights from articles, social media &amp; McKinsey reports. You rush through the foundations because the deadline is already live &amp; you have to get moving.You present your strategy and it gets pulled apart, not because you're not good at what you do but because you're running in execution mode only.The chaos is not a you problem. That's a strategy problem.When there's no strategic foundation, every decision becomes subjective. Anyone in the room can push back.Street Wise Logic - the 3-step brand strategy framework gives you the process to change that.<ul><li>A discovery phase that indicates what product, comms, culture challenges you need to solve</li><li>A custom built AI-powered brand research tool that finds that core tension that you need to really build a brand</li><li>A repeatable system for turning insight into strategic decisions.</li></ul>That's when you become the most strategic person in the room.

Strategy without the guesswork: the thinking, framework & the tools 

Diagnose brand problems with precision

Run a structured brand strategy process

Conduct discovery that actually informs strategy

Build brand positioning from evidence

Build and use your own Brand Strategy GPT

Make brand the centre of every business decision

If you've been in the industry less than 2 years, this course will be more useful after you've had more context to apply it to.


At least 3–4 years of experience in brand, marketing, or a creative role

Some light familiarity with the tools are needed in order to pick up the custom tool builds with out an explanation on how LLMs work

You need access to the most popular  LLM models: Claude, Chat GPT, Gemini

Real or invented. The more genuine it is, the more useful your Brand Strategy GPT will be at the end. W

Prepare a project or brief you want to work on for day 1 homework

An in-house Brand or Marketing Manager ready to move from execution into strategy

A freelance brand strategist or consultant who wants to formalise their process, charge accordingly and deliver work that changes the game

An agency creative or planner who's been doing brand work but has never had a proper strategy framework to hang it on

You will leave this program with the confidence and capability to create 10x more impact than you thought you could.

300+ Projects/ Mastercard, Oracle & more

Mastercard

Oracle

Reuters

Stanley Black & Decker

Saurabh Gupta

Design Leader. 20 years of experience. Led 300+ transformations.

Articulation, Big Picture Thinking, Clarity, and Disruption. These aren't soft skills.. these are the skills that decide your impact as a product leader. Most programs teach you what to think. This one changes how you think. Across four weeks, every live session is packed with frameworks you can apply immediately, exercises that force the concepts into muscle memory, and enough lightbulb moments that you'll leave wondering why no one taught you this sooner. Leaders who go through this ship faster, build more defensible products, win harder rooms, and make breakthroughs repeatable, not accidental.

You will leave this program creating 10x more impact than you thought you could

Articulation

Big Picture Thinking

Clarity

Disruption

Founders and Co-founders Every delay, missed target, and failed launch starts with a decision made poorly upstream. This program fixes that

Product Leaders and Senior PMs Better decisions upstream mean higher success rates, stronger revenue, and increased market leadership.

Design Leaders Getting stakeholders aligned, selling the vision upward, and making sure the right problem gets solved before anyone starts

How To Develop Big, Anchoring Marketing Ideas

What you'll learn

Why this topic matters

You'll learn from

Greg Shumchenia