Course Description

This course is about how to turn a set of channels into a campaign. Most brands spend millions on advertising but can't explain why they exist. They have SMM, PR, and performance tools, but no system. Each channel speaks its own language. The client doesn't understand who they're dealing with.

The course provides the Brand War Room operating model: doctrine, Message House, academy of adepts, content factory, amplification networks, mobilization funnel, and paid scaling. It's based on the book "The Factory of Meanings." The tools are provided with protocols, templates, and case studies.

Prerequisites

At least 3 years of marketing experience. Understanding of basic terms: CAC, LTV, funnel, conversion, organic reach, targeting, and retargeting. Management experience (team or project). This course is not for beginners. The book "The Factory of Meanings" is recommended for reading before starting (not required).

Learning Goals
- Transform marketing from a "channel set" to a "campaign" mode
- Formulate a brand doctrine: enemy, pain, future, archetype, hero, taboo points, voice.
- Build a Message House—a unified architecture for public messages.
- Set up a content factory with three production levels.
- Build an amplification network: adherents → ambassadors → digital factory.
- Design a mobilization funnel: from attention to supporter.
- Learn to distinguish strong marketing from manipulation using five criteria.

Learning outcomes
Upon completion of the course, the student will be able to:
- Conduct a diagnosis of the current brand narrative.
- Formulate the enemy, pain, archetype, and voice of the brand.
- Build a Message House (roof + 3 theses + evidence + counternarratives).
- Create a monthly content plan with three levels.
- Design a mobilization funnel for your product.
- Distinguish influence from manipulation and apply an ethical checklist.
- Explain to management why systems are more important than tactics.

Class topics

1. Diagnostics: Why Marketing Isn't Working.
   Activity vs. Campaign. Brand as Story. Doctrine: Enemy, Pain, Future.
2. Psychology, Narrative, and Archetypes
   Kahneman, Cialdini, Festinger. Narrative: Pain → Enemy → Hero → Future. 12 archetypes.
3. Brand War Room: Five Departments
   Narrative Headquarters, Adept Academy, Content Factory, Amplification Networks, Intelligence.
4. Message House: Content and Amplification Networks
   Roof, Walls, Basement. Three Levels of Content + Atomization. Adepts, Ambassadors, Digital Factory.
5. Funnel, Paid Traffic, Case Studies, and Ethics
   Mobilization Funnel. Advertising as an Amplifier. Labubu, Tinder, HubSpot. 5 Criteria of Ethics.
   
   Assessment
   
   Final Project: A 3-5-page document including:
   - Brand Doctrine (enemy, pain, future, archetype, hero, taboo points, voice)
   - Message House (roof + 3 points + evidence + counter-narratives)
   - Monthly Content Plan (1 ideological piece, 4 narratives, tactics)
   - Mobilization Funnel Map
   - The project is submitted in written form (PDF/Word) and defended orally (5-7 minute presentation).
   
   Examples of thesis topics
   
   1. Developing a doctrine and Message House for a premium clinic
   2. Building a mobilization funnel for a private school
   3. Auditing a B2B company's current marketing and creating a Brand War Room
   4. Developing an ambassador system for an EdTech project
   5. Redesigning a content strategy through three content layers