The Anatomy of a Great Brand – March 30-31, 2022



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Wed/Thur March 30-31, 2022

An Evidence-Based Approach to Building an Effective Ad Campaign taught by Tom Wanek

There is no shortage of opinions on what makes for a great ad campaign. Trouble is, mostly all you get are just “opinions.” You’ll hear very few cold-hard facts on what drives true advertising effectiveness.

The forces that drive creativity and effectiveness in advertising are being uncovered at a rapid pace by marketing researchers and practitioners like Mark Ritson, Orlando Wood, Les Binet, Peter Fields, and Professor Byron Sharp of the Ehrenberg-Bass Institute for Marketing Science.

What have these marketing and advertising “giants” most recently discovered?

Two big concepts, really:

1. Much of what we thought we knew about building a brand was wrong. Research has proven that many “tried n’ true” marketing concepts are nothing more than sacred cows that need to be put out to pasture. For more than five decades now, marketers have overstated the importance of concepts such as differentiation, segmentation, targeting, and positioning.

2. Advertising creativity is in crisis. We are experiencing a period of creative “Reformation” where the precise characteristics and traits that people find engaging, persuasive, and memorable are increasingly absent from the majority of advertisements.

Fortunately, we’ll give you specific tools to build an ad campaign
that will dazzle your audience.

“If you’re going to invite yourself into someone’s living room for 30 seconds, you have a duty not to bore them or insult them by shouting at them. On the other hand, if you can make them smile, or show them something interesting or enjoyable – if you’re a charming guest – then they might like you a bit better, and then they may be a little more likely to buy your product.” – Martin Boase.

What this course is and what it isn’t…

Sure, this course will share plenty of new, eye-opening concepts and truths of how to build a great brand. But… Your time during our two days together will be mostly spent actually BUILDING a great brand.

In this workshop, you’ll:

Uncover your brand’s DNA—those three to five associations your brand will become known for.
● Build a strategic “latticework” that will strengthen your position in the marketplace.
● Identify your brand’s “palette” of Brand Codes to ensure your brand remains attractive, memorable, and always top of mind.
● Maximize mental and physical availability for your brand.
● Craft a fluent device that supercharges your campaign’s effectiveness.
● Learn to spot and avoid advertising “Flatland”—those left-brain characteristics that produce dull and ineffective advertising.
● Build an effective ad campaign and give it SOUL—character, incident and place which appeals to the right side of the brain and focuses the broad-beam attention of your audience (the key to advertising effectiveness).

Our goal for you…

This workshop is carefully designed to deepen your understanding of the precise forces driving advertising effectiveness today. But more importantly, to guide you through building your own branding campaign that, as Orlando Wood says, “lifts the eyes, opens the minds and warms the hearts of those we wish to persuade.”

To be clear, this course is not some “peek behind the curtain”…we are sharing everything we know about how to build a great brand. After this course, your marketing and advertising will be light years ahead of anyone else in your market!

2 days/3 nights  $3,000 (alumni get a 50% discount)

Tom Wanek

*note from Vice Chancellor Dave Young – If you’re a marketing consultant and thinking about taking this class…… call me. *

*Another note from Dave. – If you enroll in this class AND An Unstructured Adventure with Roy H. Williams the very next week, we will let you keep your room on campus through the duration of both classes. This means you’ll attend 2 great classes, get a free weekend stay in Austin while only having to travel here and back one time. It’ll be fun. (subject to availability of on-campus housing…as always, first come, first served)*

COVID: We don’t care if you take a vaccine or not. Politics has nothing to do with it. The fact is there are people on campus whose entire livelihood and income depend on their ability to smell and taste. It’s not perfect, but we’re doing what we can to mitigate risk.

So, as it stands we’re asking everyone attending to either provide proof of vaccination or proof of a negative COVID test taken within 72 hours of attending class.

If neither of the above two options are palatable to you then it would be best not to sign up for an in-person class at this time.

Contact Info

If you have any questions, you can contact

Vice Chancellor Dave Young at or 512-295-5700.