Mastering the balance of emotional connection with performance for long-term growth

In today's digital landscape, brand marketing is more crucial than ever. This masterclass explores the unique value of brand marketing in driving both short-term performance and long-term growth. Participants will learn how to build strong brand foundations that lead to better overall marketing outcomes and discover how a balanced approach to brand and performance marketing can result in sustainable business growth. Through practical examples and interactive sessions, attendees will gain the skills to develop and implement effective brand strategies in the digital age.

Learning Outcomes

By the end of this masterclass, participants will be able to:

• Understand the fundamental principles of brand marketing and their relevance in the digital age
• Develop a comprehensive brand strategy using the Brand House framework and STP principles
• Identify key components of effective brand guidelines and understand their strategic importance
• Integrate brand marketing with digital and performance marketing efforts
• Apply practical brand marketing strategies suitable for businesses of all sizes
• Learn from real-world case studies of successful brand building in the digital age

Topics Covered

• Brand Principles: Definition, importance, and application
• Building Your Brand House: Framework for brand development
•  Brand Strategy: Segmentation, Targeting, and Positioning principles
• Brand Management and Guidelines: Key components and strategic value
• Digital Brand Integration: Leveraging digital channels for brand building
• Practical Brand Marketing: Implementation strategies for resource-constrained businesses
• Case Studies: Success stories from various industries, including small businesses that scaled through integrated brand and performance marketing

Who should attend 

• Marketing professionals seeking to enhance their brand strategy skills
• Business owners and entrepreneurs looking to position and scale their businesses
• Digital marketers keen to understand how to integrate brand marketing with performance marketing
• Marketing managers responsible for overall marketing strategy
• Anyone interested in understanding the role of brand in the digital age

Facilitator

About the presenter:

Tara Lordsmith

CEO & Co-Founder, The Accelerants

Chair, Marketing Advisory Board – Deakin University

Tara Lordsmith is a highly regarded marketing leader, advisor and former CMO, with deep experience building and transforming brands across FMCG, services, technology and complex organisations. As CEO and Co-Founder of The Accelerants, Tara partners with CMOs and CEOs to drive commercial growth through brand, strategy and digital acceleration. She is a frequent keynote speaker, former AMI Marketer of the Year, and Chair of the Marketing Advisory Board at Deakin University. Tara brings a rare blend of strategic rigour, real-world execution and future-focused thinking — helping marketers navigate the intersection of brand, digital and AI with confidence.

*This course qualifies for 16 CPD points under the AMI’s Certified Practicing Marketer program.