SXB001 - Branding Essentials for Career and Business Success Certificate
This certificate course will provide a set of tools for creating and managing “Benchmark Brands” as a company’s primary business asset. Learn how to create every part of a successful brand, how to apply brand power in the business world, what works, what doesn't, and why. The course material is useful for single brand owners, retailers, and for a corporation’s brand portfolio. The benchmark concept is a powerful analytic as it is category agnostic and draws from every business vertical, from mass to luxury, including automotive, retail hospitality, technology, finance, and funnels the insights into the fashion space. Based on an understanding of how consumers process symbolic information, proceed to choices in the form of purchases, loyalty and advocating of your brand, and its products, this course draws upon iconic brands and extracts their enduring principles as benchmarks or standards of success and re-purposes these as principles in light of neuropsychology, behavioral economics, and the digital age.
This course may be offered in-person, remotely, or online; please click each available section to view more details.
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For security reasons and the protection of your personal information, your session will time out due to a period of inactivity in minute(s) and second(s). Click Extend My Session to continue.For security reasons and the protection of your personal information, your session timed out after a period of inactivity. You will be redirected to the home page.
SXB001 - 202203-19349 - 55A
Remote courses combine both asynchronous and synchronous learning for students who wish to engage with their professors and classmates in real time. In addition to self-paced work, you will be asked to log on during specific class times to participate in online discussions, read lectures, complete assignments, and interact with the instructor and other students.
Non-credit course tuition
Facilitator and Instructor, FIT's Continuing & Professional Studies; Chief Brand Strategy Officer and CEO, WDA Brand Marketing; and Author, Brand Management Strategies: Luxury to Mass Market
Bill D'Arienzo is the founder of WDA Brand Strategies and is the creator/facilitator of FIT's Brand Management Certificate program. He has written widely on sustainability and brand strategy issues in fashion and beyond and is currently a strategic brand advisor for Actionnate; a web-based initiative that aligns people and their values with brands and their promises, and nonprofits and their purposes, all on a common vetting platform. It promises to be a revolutionary breakthrough in that it offers a central repository, a standardized language and meaningful metrics for assessing sustainability initiatives in the global marketplace. He also serves as Associate Strategic Advisor for US Markets for Ambrosetti, the # 1 think tank in Italy and the leading European premium and luxury brand advisory. His textbook on brand management strategies has been adopted by instructors in courses at 12 U.S. universities.
Brand and experience design solutions expert; Adjunct Professor, Exhibition and Experience Design, Graduate Studies at FIT
Robin Drake is a partner in a leading NYC brand identity design firm and an adjunct professor in FIT's graduate program in Design Exhibition & Experience; he also teaches retail branding strategies in the Brand Management Certificate program at FIT. Robin has been featured in the NY Times design section as well as in Interiors Magazine, calling upon his broad experience and expertise in how branding and interior design intersect.
President, Silvertone Consulting; Host of "The Luxury Item" podcast; and brand strategy executive
Scott Kerr is founder and president of brand strategy firm Silvertone Consulting. Scott is a seasoned global brand marketer and strategist who has held senior positions at some of the top ad agencies, media companies, and consumer brands. He is also the host of "The Luxury Item", a podcast on the business of luxury.
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