This course contains the use of artificial intelligence.

Read this first: six of the 40 lessons are branding in the narrow sense — audit, positioning, identity, campaign. The other 34 are about the company behind the promise. If you are looking for forty lessons on logo redesign, this will disappoint you.

That is deliberate, and it is the whole argument. Rebrands almost never fail at the logo.

How a rebrand actually fails

The name changes, the typeface changes, the promise on the homepage changes. What does not change is the thing a customer meets: the same people, the same response times, the same conversation when they ask for a refund. Within a quarter the new promise is working against you harder than the old one ever did, because now the gap between what you said and what happens is visible to everyone and you paid for advertising to point at it. A reposition is a claim about future behaviour. The only question that matters is whether the claim is covered.

What a covered reposition looks like

You measure what you are before you announce what you will be — not with opinion, with a study. You decide the new position and write it as a sentence you could defend to a customer. Then you change the behaviour that has to change: what gets described as expected conduct, what rituals repeat it, who gets hired, what the service standard is, what happens on escalation. Then, and only then, you launch. The campaign is the last step, not the project.

Where this comes from

I have run repositioning and organisational change inside companies that had outgrown their own story, including Preply, Wargaming, iDeals and Alfa-Bank. Over 1.6 million people have enrolled in my courses and more than 150,000 professionals have been trained through them. I hold PHRi and SHRM-CP certifications and represent HRCI in more than ten countries. The culture section works through named companies — Netflix, Miro, Tesla, Starbucks, Buffer, Basecamp — rather than anonymous examples.

How the course is built

You start with the brand audit and the new position: identity, brand book, relaunch campaign and the dashboard that will tell you whether anything moved. Then measurement, so the reposition rests on evidence — questionnaire design, fieldwork, reading open answers, repeat studies to track the shift. Then culture, which is where the new promise either becomes behaviour or does not: describing expected conduct, rituals, hiring standards, launching and measuring a culture. Then organisational development: selling the programme, assessing the company, action planning, interventions at individual, team, process and global level, and calculating the return. Then the relaunch run as a change programme with urgency, a change team and quick wins. And finally the customer side, where the promise gets tested: journey audit, service standards, automation, escalation and the metrics that prove it is being kept.

What is included

• Lifetime access to all 40 lessons and every future update

• Active instructor support in the question and answer section

• Udemy Certificate of Completion

• Practical assignments run against your own brand

• A section with additional courses, tools and resources

Why start now

An unaddressed gap between promise and delivery does not stay the same size — it widens, because every new customer arrives with the expectation your marketing set and leaves with the experience your operation gave. The audit is a day's work and it tells you how much of a gap you are financing. Enrol now and run it this week.