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Creative Branding with Advertising Week and Fernando Machado

Learn effective branding strategies from the world's most creative marketer – ex-Burger King CMO Fernando Machado.

Image of Fernando Machado, Global Chief Marketing Officer, Restaurant Brands International (Burger King, Popeyes, Tim Hortons).
  • Duration

    2 weeks
  • Weekly study

    3 hours

Design a powerful creative strategy

This two-week course will help you design an effective creative strategy that works for your business.

Fernando Machado, one of the most famous and decorated marketers in the world, and his head of design at Burger King team up with the agency JKR to show you how to carry off a branding project.

From the first moments of tying your strategy to a business need, right through to getting stakeholders on board and rolling out your brand to the world, you’ll discover the full branding process using real-world examples.

You’ll rethink your marketing approach and experiment with new creative work and design to understand how to carry out creative projects in a practical way.

Understand how to brand your business

Fernando and his team will take you through their thinking, the design process, and the creative work to inspire you to create your own brand strategies, and how to execute them brilliantly.

You’ll learn essential skills to help with the process including how to define your brand goals, how to utilise your brand heritage, and how to engage stakeholders in your plans.

Develop your marketing skills led by experts in the field

Using real-life case studies featuring professionals who already do these jobs, you’ll learn the tactics you can use in practical settings to get ahead in your career.

Led by chief marketing officer Fernando Machado and Advertising Week, a global thought leadership organisation, you’ll learn how to create great creative marketing and content to accelerate your brand.

What topics will you cover?

  • defining your brand goals
  • utilising your brand heritage
  • how to engage stakeholders in your plans
  • working with agencies
  • how to create great creative branding
  • how to assess design and creative work
  • budgeting for branding projects

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Demonstrate an understanding of branding principles
  • Assess branding work against its strategic goals.
  • Investigate the core codes of a product or service category.
  • Collaborate with creative teams or agencies.
  • Compare marketing and branding work against criteria.

Who is the course for?

This course is designed for aspiring marketers and marketing professionals as a masterclass in the real process of creativity.

You could be involved in branding, design, and creative projects or just starting your marketing career.

Who will you learn with?

Managing director for global education at Advertising Week. I run our thought leadership and our learning platform AWLearn.

A supporting educator for the course is Brendan Porter, a practitioner and constantly curious consumer of marketing. Working across a variety of industries including hospitality, CPG and entertainment

Who developed the course?

Advertising Week

AWLearn is the education arm of Advertising Week. Advertising Week is a global thought leadership organization. The AWLearn philosophy is that all our courses and learning follow the same philosophy: Educate, Entertain, Enable. This means our courses offer the educational oversight on a particular topic; we use real-life entertaining case studies featuring professionals who already do these jobs; and show you the tactics that will enable you to get ahead in your career.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

Want to know more about learning on FutureLearn? Using FutureLearn