RMIT has partnered with brand agency Thinkerbell, online retailer THE ICONIC, Vegemite and furniture brand Koala, to launch a short course in brand experience.
The offering aims to break down brand homogenisation and encourage brand differentiation, and addresses a surging industry demand for brand managers.
Adam Ferrier, founder of Thinkerbell, says understanding the entire brand experience is at the centre of good marketing.
"There are many distractions in today’s complex world for people to focus on, but understanding and delivering a unified brand experience to the customer is the best way to build value into any business,” he says.
“Brand experience is understanding the brand in its entirety, and ensuring all parts of the business are delivering on the same organising idea.
"Branding as a concept is largely misunderstood and relegated into the world of design and communications - but at its core it should drive everything the business does. This course shows people how to do that.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.