Course Overview
The course was originally developed for professionals in the branding & advertising world. For them to better understand insights to develop brand strategies. Its success lead to the course being taken to MICA (Mudra Institute of Communication, Ahmedabad) where it became a highly popular program
The unique nature of the course (it’s not taught in any MBA school) meant it had to be given a name of its own – DCCaB (Decoding, consumers, categories & brands). 10 years later it continues to be taught at MICA.
This program would help:
-Students of marketing to get a competitive edge
- Advertising professionals to develop more insightful ideas & briefs
- Research professionals to understand and uncover deeper consumer insights
- Brand managers & brand owners to shape their brands on more powerful insights
Course Curriculum
1 Subject
Uncovering insights creating ideas
0 Exercises • 31 Learning Materials
The problem with insights
Do you have a definition?
We are mostly guessing what an insight is!
Consumer learnings that are not insights
Don't confuse the problem definition with the insight!
Insight vs problem
The child and the milk problem
Superheroes & powerlessness
Repositioning milk with the insight
The power of powerlessness
The lock & the key
A simpler word for insight
System 1 vs system 2
Why insights are harder to get
The superfast system 1
The powerful subconscious
The role of the rational system 2
Constructed meanings
Red rose, marigold, chocolates...
Is that food or a pet?
Wearing clothes is also a constructed concept
Even body parts
The gods of cricket & football
They are all around us!
Creating symbolic meanings
Identity & inadequacies
One person, so many identities!
Identity, ideals, inadequacies & insights
Consumption & inadequacy - the connection
Connecting the pieces together
Session 2
Session 2
The boys' gang
Friendships and masculinity
Same insight - different categories
Conflicts
From inadequacies to conflicts
I vs We
Session 3
Session 3
Session 4
Session 4
Course Instructor
Amit combines his over 3 decades of professional experience as an advertising & branding professional with 2 decades of teaching – students & working professionals. His training program is based on real life work experience, which is why most of his students in the industry continue to find the learnings useful at their work long after completing the program
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Amit Kumar
7 Courses • 48 Students