Learn to explain your brand to AI.

Who it's for

Teams new to brand work, entrepreneurs, people moving to the brand desk from other departments.

Content

• What a brand is and isn't: the difference between identity, image and reputation
• The anatomy of brand positioning
• The changing logic of consumer behavior: where the moment of decision has moved
• Reputation management: before, during and after a crisis
• A map of the brand's touchpoints in the digital world
• Case study: deconstructing a real brand's positioning

Outcome

Participants leave with a positioning draft and a touchpoint map for their own brand.

Who it's for

Brand managers, marketing directors, corporate communication teams.

Content

• How AI “reads” a brand: data, context and representation
• The 8th P and its place in brand strategy
• Using generative AI while protecting the brand's voice
• Brand safety and copyright sensitivity in the age of synthetic content
• Explaining brand guidelines to a machine: a matter of documents, not prompts
• Workshop: the participant's brand is put to an AI, and the answer is analyzed together

Outcome

A draft of AI usage principles the team can apply to its own brand.

Who it's for

Digital marketing, content and e-commerce teams; agency side.

Content

• Where SEO ends and AEO begins
• Which signals answer engines use to choose brands
• Content architecture: how to write content machines can cite
• Structured data and source authority
• Brand mentions and the rise of unlinked authority
• Practice: rewriting an existing piece of content through an AEO lens

Outcome

Participants leave with a checklist to make a page on their own site fit for answer engines.

Who it's for

Measurement, media planning and brand teams; managers responsible for reporting.

Content

• Can perception be measured: the limits of traditional brand tracking
• Share of model: how often your brand is mentioned in answers
• Measuring sentiment, context and association
• Which classic KPIs still matter and which are retired
• How to present a perception report to the board
• Workshop: building a brand-specific perception measurement framework

Outcome

An actionable perception measurement framework tailored to your organization.

Who it's for

Social media and content teams, brand communication leads.

Content

• Channel logic: each medium's own language and its contract with the audience
• The difference between a content strategy and a content calendar
• What storytelling means in digital
• The measurable side of influencer–brand relationships
• Disinformation and brands: how to respond to false information
• Practice: building a three-month digital communication framework

Outcome

A three-month digital communication framework.

Who it's for

C-level executives, founders, academics, professionals who want to make their expertise visible.

Content

• The link and the risk between personal and corporate brands
• Clarifying your area of expertise
• The real logic of LinkedIn: visibility or reputation
• Consistency of voice and the executive's voice in a crisis
• How AI recognizes you, and how to manage it
• Practice: building a personal positioning statement and content axis

Outcome

A personal positioning statement and a content axis of three themes.