Chapter 1 — The Campaign Reflex
Meet Milo & Max: good backpacks, inconsistent sales and a growing tendency to make a campaign the answer to every problem.
Foundation course
Brand, Product, Campaign: What Is the Difference?
Have you ever built a communication concept?
Follow Milo & Max, a backpack brand, as the team works step by step from customer needs, through the value the product provides and what the brand should mean, to the communication message itself.
See how these elements come together into a communication concept from which a campaign can logically follow — rather than the campaign being created as an automatic response to a problem.
Then step back and look at the wider situation to decide whether a campaign is actually the right response — and, if it is, what job it should have.
7 chaptersCourse CompanionEnglish40 USD + applicable tax
Course chapter
Course Companion
What you will learn
See one way to build a communication concept by connecting customer needs, relevant product value and brand meaning.
Then look at the wider situation and decide whether a campaign is the right response — and, if it is, what job it should have.
By the end, the steps connect: understand the customer, product and brand, look at the current situation, determine what needs to change, and only then give the campaign a clear job.
How the course works
First, follow the Milo & Max story.
Seven chapters follow Milo & Max as the team moves from automatically reaching for another campaign to understanding what actually needs to change first.
The journey through the chapters
Chapter 2 — The Customer’s World
Move beyond the backpack itself and start with the customer’s day, situation and needs.
Chapter 3 — From Features to Value
Distinguish what a product has from what those features help the customer do.
Chapter 4 — What Should Milo & Max Stand For?
Move from product value to what the brand should mean and what people should consistently expect from it.
Chapter 5 — Now Think About the Campaign
Return to the campaign only after customer reality, product value and brand meaning are clearer. See how a campaign turns that direction into focused communication for a particular moment.
Chapter 6 — Give the Campaign One Clear Job
Look at what is happening now, decide the campaign’s primary job based on the situation and see why one campaign should not be expected to solve every business problem at once.
Chapter 7 — Check the Logic Before You Act
Bring the sequence together and check whether the proposed response actually fits the situation before committing to action.
Then use the Course Companion
The course tells the story.
The Course Companion explains why the order matters.
The Companion does not retell Milo & Max.
It makes the sequence used in the story explicit:
Customer reality → Product value → Brand meaning → Current situation → Response → Campaign job
Each step answers a different question. The Companion explains why changing the order can lead a business to act before it has understood what actually needs to change.
It helps you use the same sequence in other situations.
What you receive
7 chapter PDFs + Course Companion + Read Me First
The course uses a visual, slide-style PDF format designed primarily for laptop, desktop or tablet. Mobile reading is also possible.
7 chaptersThe main story-led course.
Course CompanionThe reasoning, explained for reuse.
PDF formatDesigned for laptop, desktop or tablet.
Try Chapter 1 first
See how the course actually works before you buy it.
Chapter 1 is the actual opening of the course. It introduces Milo & Max and the automatic habit of trying to solve every problem with another campaign.
It also lets you experience the course’s visual style, language and way of explaining ideas.
You do not need to enter an email address to download it.
Purchase the course
40 USD + applicable tax
Continue to Gumroad. The final amount, including any applicable tax, is shown before payment.