Professional Brand
(Wine Wars)

Course Type: Training Course

This case-based session starts with an analysis of the Australian Wine Industry and the branding challenges presented to grape farmers in the early 2000’s. Participants will debate long-term approaches to brand-building as it pertains to wine, customers, and themselves. Each participant will work on their own professional brand strategy based on their unique set of values. In addition, participants will learn how to maintain and adapt their brand for their organization’s culture.

Objectives

  • To develop the fundamentals of building a vision, values, mission, and goals

  • To methodically review the concept of building a professional brand that is perceived as intended

  • To learn how to best actively manage your own values-based brand as your organization, team, and career evolves

Content

  • Case Review and Analysis: Australia and the Global Wine War

  • Fundamentals of a professional brand

  • Developing a strategy to maintain and adapt your brand

  • Charting your professional career vision

  • Building and practicing a versatile and impactful elevator pitch