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Sense of Branding

  • 5.0 Rate

  • 4 Lecture

  • 20 hours

  • 2 Weeks

A modern brand represents a position. It's a statement. It can broaden one's horizon, make them look in a certain direction, draw attention, and evoke desire. Strategic branding defines everything that a brand should make happen in our lives.

After completing the crash course, you'll be able to understand brand elements and manipulate them.

Sessions will be held at D Block Workspace//@ Stamba.

Outcome

Skills Acquired: Brand Storytelling, Brand Experience and Activation.

  • "Consider that you're going on a journey with interesting people and you have a leader who will completely change your perspective on brands and teach you how to manipulate them."

  • "Despite my existing knowledge and experience in this field, I think everything I took away from this course was new."

  • "The experience we gained through 4 meetings of lectures and workshops probably exceeded whatever expectations any of us might have had."

  • It not only questioned my ideas but completely turned them upside down, demolished existing views, and formed a sense of brand within me."

  • "The most valuable thing it left me with is that I started looking at brands and companies in a new way - now I'm constantly thinking about how to reconstruct and reconfigure them."

  • "It turned everything upside down and taught us how we can see anything from so many different angles."

  • "It managed to make my inexplicable feelings towards brands understandable, argumented, and systematized."

  • "It will show you many things from an unordinary perspective and help you notice patterns even in absurdity, which is as important in branding as it is in life."

  • "Despite the fact that Sense of Branding seems to be something very abstract, the discussion about it still had a very systematized and consistent form."

  • "Sense of Branding was a good journey - rethinking the topic in a new way, brain-twisting, and revitalization."

  • "This project was unlike others because we clearly entered Ucha Urushadze's world, which also showed the organized and responsible hand of the School of Communications."

Feb 11 1200₾

Sat-Sun 14:00-19:00

Jan 01 1200₾

Sat-Sun 14:00-19:00

Pre-enrollment
Split your payment
TBC installment
BOG installment

Who is this course for?

Marketing specialists

The course is aimed at marketing specialists/managers who already have basic knowledge in marketing, want to improve their professional skills and want to learn about the latest trends in the field.

Business Professionals

For business professionals who work in marketing-related fields and possess basic marketing concepts.

Program includes

Alumni Club

After successfully completing the final exam, graduates will be automatically enrolled in the Alumni Club. This membership grants them access to exclusive events, content, and special offers from our partner companies.

Work Based Learning

The course includes practice-based learning, including assignments/exercises and individual projects.

Bilingual Certification

Upon successful completion of the course, students will receive a bilingual certificate.

Graduate feedback

5.0 Rate

Syllabus

Spring, Fire, East, Hello


14:00-16:00 Interactive Lecture
16:00-17:00 Networking / Coffee Break
17:00-19:00 Workshop

Summer, Earth, South, Thank You


14:00-16:00 Interactive Lecture
16:00-17:00 Networking / Coffee Break
17:00-19:00 Workshop

Autumn, Water, West, Goodbye


14:00-16:00 Interactive Lecture
16:00-17:00 Networking / Coffee Break
17:00-19:00 Workshop

Winter, Air, North, Sorry


14:00-16:00 Interactive Lecture
16:00-17:00 Networking / Coffee Break
17:00-19:00 Workshop

Pick your suitable time

Lecturers

Ucha Urushadze

Sense of Branding

Ucha Urushadze

Sense of Branding

Ucha is a philosopher who creates brands. In 2011, under Ucha's strategic leadership, WINDFOR'S advertising campaign won Gold Eurobest, Silver Drum, and Bronze Drum awards. Since 2014, Ucha has been leading strategy at HOLMES&WATSON, where he has implemented numerous influential projects such as TBC Bank's brand strategy and advertising campaigns "Gamarjoba" (Hello) and "Shen" (You), as well as TBC Insurance's campaign "Mistakes Have Come".

Linkedin

FAQs for this course

A: If you're already working in marketing and want to deepen your knowledge in branding, this intensive 2-week course is for you. Over just four weekend sessions, you'll enhance your expertise in modern branding strategies and acquire practical skills for creating powerful brands.
A: This is a crash course tailored for professionals, where each 5-hour session focuses on specific aspects of branding. The course is designed for those who already have basic marketing knowledge and want to quickly master modern branding approaches and strategies. You'll gain in-depth knowledge about brand positioning, identity, and effective communication.

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Relevant Resources

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"A person who intends to manage a brand must be radical, impatient, and a bit abnormal" - Ucha Urushadze, lecturer at SENSE OF BRANDING

Ucha Urushadze will lead the "Sense of Branding" crash course at Commschool. Ucha is a philosopher who creates brands, and he'll tell us more about the rest in the blog:"My areas of expertise are strategic branding and marketing communications strategy. The former involves creating marketing concepts for brands and developing their action plans, while the latter is the technology of reaching specific groups in society motivated by commercial interests," says Ucha. If you haven't been to Spotlight, I'd like to ask you an interesting question from Ucha's presentation - "Is honey a vegetable?". Sounds strange, doesn't it? According to Ucha, this is exactly how branding begins: "What we don't know is precisely what can make a great brand." ფოტო - რეზი ყენია  Since 2014, Ucha has been leading strategies at HOLMES&WATSON, where he has implemented various successful projects such as TBC Bank's brand strategy and advertising campaigns "Hello" and "You", as well as TBC Insurance's campaign - "Mistakes Have Come". So, what is branding? Ucha explains:  "Branding is the process of discovering what humanity is. A good brand is one that tries to penetrate my world - I should feel that the brand is trying to understand me." And who is a strategist? Ucha says: "Since more or less every person has the ability to imagine and communicate, people think that whatever they do or say will be acceptable and understandable to everyone. A strategist is a professional who perceives a specific action or statement through the eyes and ears of the audience. They determine what would be generally interesting, original, and relevant, not just what would suit a particular brand, for example."  As we mentioned, Ucha has worked on numerous projects, of which he highlights a few: "The first most impressive project was creating the localization platform for Geocell's rebranding by Telia Sonera and inspiring the long-term communication activity associated with it. In fact, Geocell was the first daring brand to break our usual way of speaking. This was followed by the even bolder TBC, which paradigmatically changed the established culture of brand attitude towards people. It was also interesting to work with Elite Electronics and Nikora, although I think more could have been done with them. Formally, I'm proud that the brand concept of Silknet was created by me at the time. I can't help but mention the most interesting content-wise for me - Sulakauri Publishing House, for which, out of love, I'm ready to exchange experience for books." Ucha believes that within the crash course, he will focus on maximizing student boost in minimal time: "Since people in our country generally dislike reading and writing, considering this reality, I find it necessary to organize such a professional-educational event where they won't have to read anything and still gain an in-depth understanding of what a brand really is and what possibilities it has. Besides, they will be able to internalize what they've understood and ultimately develop, in the literal sense of the word, a sense of branding. As they say, someone will chew it for you, put it in your head, and you can use it wherever you like." According to Ucha, the main quality for developing in the branding field and successfully managing a brand is radicalism, and not just that: "For a person who intends to manage a brand, first of all, any tradition should be unacceptable. They should be radical, impatient, and a bit abnormal. These qualities can be acquired."  Registration for the third intake of the Sense of Branding crash course has begun. The course includes four meetings, each lasting five hours. During these four meetings, Ucha will deeply discuss branding in four directions: the qualitative difference between brand and product/service/company, brand humanization, brand communication, and brand innovation. A general understanding of marketing basics is sufficient to study the course. https://youtu.be/kRW0EEwZjhgSo, if you're interested in Sense of Branding, keep in mind that places in the program are limited, and registration has already started. Learn More

News from the Sense of Branding Crash Course - Anano Tsitsvadze

My general impression of the Sense of Branding crash course is this - a transformation of vision that needs to be "managed." If you're interested in branding, then the Sense of Branding crash course is exactly what will give you the greatest experience and knowledge in this field. In this blog, I'll introduce you to Commschool graduate Anano Tsitsvadze, who shares her impressions about the course and the lecturer.   Anano is the Marketing and Communications Manager at the Georgian-American University, with 8 years of experience in the marketing field. Her diverse vision in the field is shaped by her studies in a 4-year Liberal Arts program and working with interesting people. ანანო ქართულ-ამერიკული უნივერსიტეტის მარკეტინგისა და კომუნიკაციების მენეჯერია, რომელსაც მარკეტინგის სფეროში უკვე 8 წლიანი გამოცდილება აქვს. სფეროში მის მრავალფეროვან ხედვას კი Liberal Arts-ის 4 წლიან პროგრამაზე სწავლა  და საინტერესო ადამინებთან მუშაობა განაპირობებს.  "In my view, marketing goes beyond the standard 'buy-sell' cycle and turns this field into the best arena for creative burning."   According to Anano, branding is part of the best arena for creative burning, without which marketing and communications are unimaginable. Therefore, each activity she has implemented throughout her profession was an echo of the brand's spirit, because brand perception is what gives birth to communication strategy. "I believe that each person is unique, so a brand should be unique too. If this is not the case, I'll consider that I'm simply not working correctly."   For Anano, the course process was a new and pleasant challenge, where after 20 minutes of research with industry professionals, you have to present a topic presentation, which should be done quite concisely. However, with the help of the lecturer and stepping into his world, the course exceeded all of Anano's expectations and, according to her, set a standard for all courses and lecturers. "I chose the course quite easily because it has no alternative in Georgia, and in my opinion, Ucha Urushadze is also unrivaled. His range of thinking is so vast that it's impossible to remain the same after professional interaction with him." The course not only added to Anano's knowledge but also to her confidence. She is sure that with the help of the knowledge and visions shared by the lecturer, she will definitely discover something new and valuable in the near future, because, as she says: "Ucha's vision resembles the art of branding, it has many layers, and the further you go, the more layers you encounter for interpretation, which ultimately leads you to an important, personal conclusion."   The most important thing she learned from the course is that: "The brand I'm working on now and all the brands that will be added to my professional portfolio in the future are people to me. I couldn't have learned anything more valuable anywhere else from anyone."  Anano advises everyone who has any type of connection with the marketing and communications field to take advantage of the opportunity to take the Sense of Branding course. For those who make the strategic decision to take the course, she advises forgetting about their regalia, who they are, and what they've done in marketing so far during the lectures. They should simply be students, maximally open to hearing, perceiving, and understanding unconventional visions, ideas, and interpretations. Because such an approach will only double the effect of the course. "Briefly, sharply, and intelligently. If you can't do it, try again, Ucha will help you, just ask for help. In the end, you must succeed, you shouldn't finish the course without thinking 'That's it!' at least once." So, if you want to experience the creative burning of branding and transform your own visions in the marketing field, join us! Get "managed" by Sense of Branding, whose course we're starting on July 1-2! Learn More

Commschool Starts Admissions for Crash Course

Commschool is launching new Crash Courses!What is a Crash Course? Through Crash Courses, students are maximally boosted using an intensive learning method that is entirely practice-based.Sense of Branding is the first Crash Course at Commschool, which will be led by strategic branding specialist Ucha Urushadze - a philosopher who creates brands. Since 2014, Ucha has been leading strategies at HOLMES&WATSON, and through him, numerous influential projects have been created, such as TBC Bank's brand strategy and communication campaigns - "Hello" and "You".Within the program, Ucha will review the concept of branding in detail, explaining what it encompasses in content: "Branding is the process of discovering what humanity is," says Ucha. For Ucha, a brand and its product can be viewed as a human face, whose attractiveness is, of course, maintained by constant care."During the Crash Course, Ucha will also talk about brand humanization: "A good brand is one that penetrates people's inner world and understands their desires. At this time, we figure out how to give human characteristics to a reality that is not human, i.e., brand humanization, which is putting a soul into the product." As Ucha says, during the Crash Course, he will consider the brand in 4 directions: "During these four days, I want us to go through the north, south, east, and west of the brand, like the 4 directions of the world."Accordingly, Ucha will be guided by a kind of principle of four: the course includes a total of four meetings, each meeting will be four hours long, and in these meetings, using Ucha's approach, four directions of the brand will be discussed.Thus, as a result of completing the Crash Course, students will look at professional standards in a new way and develop appropriate skills. After completing the program, participants will be able to understand brand parameters, strategies, and manipulate them. We'll also add that in addition to Sense of Branding, Commschool is planning quite interesting Crash Courses in various directions in the future, so don't miss out on the news! Therefore, if you're interested in Sense of Branding, want to boost yourself maximally in 2 weeks, and have some understanding of basic marketing issues, then you can register for the course right now and join us at Commschool! Join Us