The CMO of Starbucks on Brand Strategy

Take a journey into brand strategy with the former Head of Brand Management of The Walt Disney Company and Chief Marketing Officer of Starbucks. Learn what a brand is, how Disney and Starbucks built iconic brands and how brand strategy can directly impact the financial performance of a company.

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Meet Your Instructor

Matt Ryan

CEO, Soli Organic
CMO, Starbucks

After graduating from Harvard, Matt started his career in advertising before joining The Walt Disney Company where he scaled the ranks to Senior Vice President in charge of Disney’s brand management. He then joined Starbucks as Chief Strategy Officer and later Chief Marketing Officer where he oversaw the company’s brand, strategy, marketing and catalyzed the growth of the Starbucks mobile app. As CEO of Soli Organic, he is leading a late stage startup to create the first household brand in organic produce.

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Curriculum

01

Introduction

Meet your mentor, Matt Ryan and find out why brand strategy is critical for any business.

02

What is a Brand?

Understand what a brand is and how it is different from branding.

03

Two Iconic Brands

Learn about what made Disney and Starbucks powerhouse brand names and the power of consistency in building and sustaining a brand.

04

Start with the Customer

Learn to see your business through the eyes of your customers when you are making strategic decisions.

05

Brand Tactics

Matt gets tactical about how to maintain your brand promise while your business scales, expands to new markets, and introduces new products.

06

Brand is Strategy

Make the connection between brand strategy and business strategy and learn why brand considerations need to be central to decision making at the highest levels.

07

Data-Fueled Brand Strategy

Understand how data and key metrics are critical to building and sustaining a brand.

What people are saying about this course…

"I really appreciate the tips and love how the topics are simple to digest."
Lalaine M Account Manager
"Concise advice from a top shelf expert."
Jason H VP of Marketing and Recruitment
"This is a great beginner's view on the purpose of branding and why it should drive your business strategy."
Jamie H Company Director
"This course helped our team better understand the importance of brand strategy and solidified some key decisions we are making for our business."
Nathan C Business Operations Manager
"This was a tremendously comprehensive look at Brand Strategy from a subject matter expert who really broke things down in easy to digest insights."
Lisa B VP