FINAL RELEASE NOW AVAILABLE
FINAL RELEASE AVAILABLE
FINAL RELEASE NOW AVAILABLE
7 WEEKS. STARTS OCTOBER 12.
Orchestrate Coherence Out of Chaos
A modern brand communications course built and taught by Eugene Healey.
How do we create coherent brands when we no longer control all the outputs?
Marketers have been trained for the era of control, characterised by top-down thinking, limited creative volume, and the predictable linear campaign model of ‘plan, create, burst, track, repeat.’
The New Fundamentals is designed to train you for the nonlinear era of orchestration. How to build brands that are always on, that still make sense when there is vastly more creative output, increasingly delivered through third parties: creators, partnerships, niche communities and cultural activations.
Marketers have been trained for the era of control, characterised by top-down thinking, limited creative volume, and the predictable linear campaign model of ‘plan, create, burst, track, repeat.’
The New Fundamentals is designed to train you for the nonlinear era of orchestration. How to build brands that are always on, that still make sense when there is vastly more creative output, increasingly delivered through third parties: creators, partnerships, niche communities and cultural activations.
Instead, you’ll learn to think more clearly about brand within complex systems, how to make better strategic brand decisions, and how to articulate and defend those decisions inside real organisations.
Instead, you’ll learn to think more clearly about brand within complex systems, how to make better strategic brand decisions, and how to articulate and defend those decisions inside real organisations.
You don’t need yet another set of frameworks.
What you'll learn
This curriculum is designed to give you a systems-level understanding of how to build brands in an increasingly chaotic operating environment.
What you'll learn
This curriculum is designed to give you a systems-level understanding of how to build brands in an increasingly chaotic operating environment.
WEEK 01
The old fundamentals of brand
The business case for brand
The role of brand in consumer societies
The old fundamentals of brand and why they aren't enough
WEEK 01
The old fundamentals of brand
The business case for brand
The role of brand in consumer societies
The old fundamentals of brand and why they aren't enough
WEEK 02
The new fundamentals of brand
The modern brand crisis
The new role of brand
Foundations of an orchestrated brand system
WEEK 02
The new fundamentals of brand
The modern brand crisis
The new role of brand
Foundations of an orchestrated brand system
WEEK 03
Creating coherence infrastructure
The new route to mass market
The role of creators and mediators
Models for building and assessing coherence
WEEK 03
Creating coherence infrastructure
The new route to mass market
The role of creators and mediators
Models for building and assessing coherence
WEEK 04
Building brands through culture
Defining and understanding culture
Knowing when and how to leverage trends
Reactive cultural attunement models
Building cultural infrastructure
WEEK 04
Building brands through culture
Defining and understanding culture
Knowing when and how to leverage trends
Reactive cultural attunement models
Building cultural infrastructure
WEEK 05
Judgement and Persuasion
The nature of knowledge and influence
Research as a tool of validation and persuasion
How to build proper arguments for brand to the business
WEEK 05
Judgement and Persuasion
The nature of knowledge and influence
Research as a tool of validation and persuasion
How to build proper arguments for brand to the business
WEEK 6 & 7
Pulling it all together
Assignment completion & review
Sample EH brand strategy projects
Select student case studies
WEEK 6 & 7
Pulling it all together
Assignment completion & review
Sample EH brand strategy projects
Select student case studies
How you'll learn
The lessons of this course are not ones you can learn passively. This is a course you do, not watch. We recommend setting aside 4 - 6 hours per week, spread across the below.
Weekly theory & applied learning
60’ live online sessions with Eugene where you listen and actively discuss. All recorded, so you can watch later.
Time 1: Tue 9am AEDT | Mon 6pm ET | Tue 12am (midnight) CEST
Time 2: Tue 7pm AEDT | Tue 4am ET | Tue 10am CEST
Plus optional learning activities that bring the theories to life.
Weekly theory & applied learning
60’ live online sessions with Eugene where you listen and actively discuss. All recorded, so you can watch later.
Time 1: Tue 9am AEDT | Mon 6pm ET | Tue 12am (midnight) CEST
Time 2: Tue 7pm AEDT | Tue 4am ET | Tue 10am CEST
Plus optional learning activities that bring the theories to life.
Fortnightly peer-led studios
Curated groups of 5-6 people in a similar time zone who you’ll meet to deepen your thinking on course concepts, evolve one anothers’ thinking and productively critique work.
More information here
Fortnightly peer-led studios
Curated groups of 5-6 people in a similar time zone who you’ll meet to deepen your thinking on course concepts, evolve one anothers’ thinking and productively critique work.
More information here
Applied Assignment
Select one brand, and walk away knowing how to build or restructure its brand communications system. This builds on weekly activities all semester, and allows you to implement learnings to your brand or clients immediately.
Applied Assignment
Select one brand, and walk away knowing how to build or restructure its brand communications system. This builds on weekly activities all semester, and allows you to implement learnings to your brand or clients immediately.
Tailored feedback and Q&As
Optional 1:1s, drop-ins and Q&A sessions with Eugene and the teaching team, so you can go deeper on the challenges specific to your brand.
Tailored feedback and Q&As
Optional 1:1s, drop-ins and Q&A sessions with Eugene and the teaching team, so you can go deeper on the challenges specific to your brand.
Expert Insights
Exclusive readings, conversations and case studies from brands and leaders succeeding today, not decades ago.
Expert Insights
Exclusive readings, conversations and case studies from brands and leaders succeeding today, not decades ago.
Sign up for
The New Fundamentals
Sign up for
The New Fundamentals
Eugene
Healey
Co-Founder, Lecturer
Eugene is the educator, brand strategy consultant, and creator for marketing’s era of entropy. He develops strategies for brands to survive a climate where media is fragmented, attention is fracked, and algorithms have dissolved mass culture into soup.
His work spans boardrooms and lecture theatres – consulting for global brands like Google, Spotify, Red Bull and FEELD, delivering keynotes at major industry conferences including Snap Forward and TikTok Newfronts, and formerly lecturing in brand management at the University of Melbourne's postgraduate Business School.
He has been included on SXSW's 33 Visionary Thinkers for 2026, and his thinking has been featured in The Guardian, Financial Times, Vogue Business, Dazed Magazine and Dieline.
Gabrielle
Grist
Co-Founder, Facilitator
Gabrielle is a designer, researcher and educator who likes to untangle the invisible logic behind how people, experiences and systems actually behave, and help people rewire it.
She specialises in strategic, service, and behavioural design, working across public and private sectors.
As well as working on The New Fundamentals, she currently leads design at a government agency. She has previously held teaching and Honorary Fellowship roles at The University of Melbourne.
Eugene
Healey
Co-Founder, Lecturer
Eugene is the educator, brand strategy consultant, and creator for marketing’s era of entropy. He develops strategies for brands to survive a climate where media is fragmented, attention is fracked, and algorithms have dissolved mass culture into soup.
His work spans boardrooms and lecture theatres – consulting for global brands like Google, Spotify, Red Bull and FEELD, delivering keynotes at major industry conferences including Snap Forward and TikTok Newfronts, and formerly lecturing in brand management at the University of Melbourne's postgraduate Business School.
He has been included on SXSW's 33 Visionary Thinkers for 2026, and his thinking has been featured in The Guardian, Financial Times, Vogue Business, Dazed Magazine and Dieline.
Gabrielle
Grist
Co-Founder, Facilitator
Gabrielle is a designer, researcher and educator who likes to untangle the invisible logic behind how people, experiences and systems actually behave, and help people rewire it.
She specialises in strategic, service, and behavioural design, working across public and private sectors.
As well as working on The New Fundamentals, she currently leads design at a government agency. She has previously held teaching and Honorary Fellowship roles at The University of Melbourne.
Your teaching team
Your teaching team
Frequently asked questions
How long is the course?
The course runs over 7 weeks including a non-teaching week to complete your key assignment.
How long is the course?
What is the time commitment for the course?
Will I be able to attend live sessions within my time zone?
Can my team take the course?
How do I sign up?
What if I can’t make the live seminars?
What are the studio groups?
Alumni of The New Fundamentals of Brand
Alumni of The New Fundamentals of Brand
Eugene has a gift for making complex brand thinking feel genuinely actionable. This course isn't just for people new to brand, it's for anyone trying to bring new thinking into established structures and communicate ideas differently in a media landscape that's changed faster than most organisations have. Every seminar was full of lightbulb moments that have changed how I think about my work daily. Honored to have been part of the pilot with Eugene and Gabriella
BRITT KING, HEAD OF EVENTS & ACTIVATIONS
The New Fundamentals answer the voice that's saying the way you approach brand is tired. All the frameworks we have poured over, break apart when it comes to modern algorithms. This course is an opportunity to explore brands for the way people are living today—not in front of the television, but as consumers in a constant war for attention. I'm so grateful for this opportunity to invest in myself and the journey this course has taken me on.
NADINE THIEDEKE, STRATEGIST & WRITER
As a service designer with no formal background in brand, but a very curious obsession with it, I decided to take The New Fundamentals course and I’m so glad I did. You definitely don’t need a formal brand background to get a lot out of it. If you’re curious about brands, culture, design, online culture or why some things just seem to matter more than others, it gives you a really sharp framework for understanding it. I left with better language for things I’d always noticed, but hadn’t fully known how to articulate.
SIOBHAN TIERNEY
Eugene Healey has a rare ability to diagnose what's actually broken in modern brand building and give you the tools to fix it. The New Fundamentals of Brand really resonated with me, and reframed how I think about brand overall: not as a campaign to control, but as a coherent system to orchestrate across a fragmented media landscape. The frameworks are rigorous, the case studies are real, and the learning is genuinely applied - this is a course you actually do, not just watch.
SHAKIRA PAYNE, GLOBAL COMMUNICATIONS DIRECTOR, BACK MARKET
Loved being part of the first cohort of 'The New Fundamentals of Brand'. In an ever changing landscape, Eugene and Gabrielle were like a sound voice of reason helping find ways to rethink and reimagine what brand strategy could look like as we move ahead in the attention economy. Some fantastic learnings that will help to build more robust brands in the future. Would highly recommend should you have the actual time to commit to it!
PAVITHRA
This course put my brain to work! I don't come from a branding background yet the content was genuinely interesting, relevant and highly applicable. The university quality lectures were structured in a way that were built very clearly on one another and It led neatly into a final assignment which you can easily apply to different IRL scenarios. I learnt a framework that I could use in all my projects.
WANDA, BEAUTY PRODUCT DEVELOPER
I could deploy some of the learnings from the course immediately. These deep discussions about brand are not being had in any other course. The most cutting edge brand discussions i've been apart of. This course made me appreciate Charlie XCX which is really saying something.
MATTHEW BEDWELL - HEAD OF GROWTH & DIGITAL
The course gave me a fresh lens on challenges I deal with every day. Rather than providing a set of new frameworks, it pushed me to question assumptions, connect ideas from different disciplines, and think more deliberately about the future of our agency and our clients' businesses. More importantly, it made me excited about branding again.
STEPHANIE LIU, MANAGING DIRACTOR AT 26FIVE
I would have happily paid 3x more for this course – that's how good it is. The course helped me make sense of the world modern brands operate in. It explained why so many traditional approaches to branding break down in today's fragmented media landscape and replaced them with a much more practical way of thinking about coherence, culture, and creativity. I also left with something I didn't expect: confidence. I wish Brand Fundamentals existed years ago.
VALERIIA KUZMINA / PRODUCT MARKETING MANAGER
Eugene has a gift for making complex brand thinking feel genuinely actionable. This course isn't just for people new to brand, it's for anyone trying to bring new thinking into established structures and communicate ideas differently in a media landscape that's changed faster than most organisations have. Every seminar was full of lightbulb moments that have changed how I think about my work daily. Honored to have been part of the pilot with Eugene and Gabriella
BRITT KING, HEAD OF EVENTS & ACTIVATIONS
The New Fundamentals answer the voice that's saying the way you approach brand is tired. All the frameworks we have poured over, break apart when it comes to modern algorithms. This course is an opportunity to explore brands for the way people are living today—not in front of the television, but as consumers in a constant war for attention. I'm so grateful for this opportunity to invest in myself and the journey this course has taken me on.
NADINE THIEDEKE, STRATEGIST & WRITER
As a service designer with no formal background in brand, but a very curious obsession with it, I decided to take The New Fundamentals course and I’m so glad I did. You definitely don’t need a formal brand background to get a lot out of it. If you’re curious about brands, culture, design, online culture or why some things just seem to matter more than others, it gives you a really sharp framework for understanding it. I left with better language for things I’d always noticed, but hadn’t fully known how to articulate.
SIOBHAN TIERNEY
Eugene Healey has a rare ability to diagnose what's actually broken in modern brand building and give you the tools to fix it. The New Fundamentals of Brand really resonated with me, and reframed how I think about brand overall: not as a campaign to control, but as a coherent system to orchestrate across a fragmented media landscape. The frameworks are rigorous, the case studies are real, and the learning is genuinely applied - this is a course you actually do, not just watch.
SHAKIRA PAYNE, GLOBAL COMMUNICATIONS DIRECTOR, BACK MARKET
Loved being part of the first cohort of 'The New Fundamentals of Brand'. In an ever changing landscape, Eugene and Gabrielle were like a sound voice of reason helping find ways to rethink and reimagine what brand strategy could look like as we move ahead in the attention economy. Some fantastic learnings that will help to build more robust brands in the future. Would highly recommend should you have the actual time to commit to it!
PAVITHRA
This course put my brain to work! I don't come from a branding background yet the content was genuinely interesting, relevant and highly applicable. The university quality lectures were structured in a way that were built very clearly on one another and It led neatly into a final assignment which you can easily apply to different IRL scenarios. I learnt a framework that I could use in all my projects.
WANDA, BEAUTY PRODUCT DEVELOPER
I could deploy some of the learnings from the course immediately. These deep discussions about brand are not being had in any other course. The most cutting edge brand discussions i've been apart of. This course made me appreciate Charlie XCX which is really saying something.
MATTHEW BEDWELL - HEAD OF GROWTH & DIGITAL
The course gave me a fresh lens on challenges I deal with every day. Rather than providing a set of new frameworks, it pushed me to question assumptions, connect ideas from different disciplines, and think more deliberately about the future of our agency and our clients' businesses. More importantly, it made me excited about branding again.
STEPHANIE LIU, MANAGING DIRACTOR AT 26FIVE
I would have happily paid 3x more for this course – that's how good it is. The course helped me make sense of the world modern brands operate in. It explained why so many traditional approaches to branding break down in today's fragmented media landscape and replaced them with a much more practical way of thinking about coherence, culture, and creativity. I also left with something I didn't expect: confidence. I wish Brand Fundamentals existed years ago.
VALERIIA KUZMINA / PRODUCT MARKETING MANAGER
Join the next cohort for US$1,599
Early bird has sold out. Final release places are open until the cohort begins.
The New
Fundamentals
of Brand
EUGENE HEALEY
GABRIELLE GRIST
STARTS OCTOBER 12
7 WEEKS
EARLY BIRD
SOLD OUT
US$1,599
FINAL RELEASE
Join the next cohort for US$1,599
Early bird has sold out. Final release places are open until the cohort begins.
The New
Fundamentals
of Brand
STARTS OCTOBER 12
7 WEEKS
SOLD OUT
EARLY BIRD
US$1,599
FINAL RELEASE
Join the next cohort for US$1,599
Early bird has sold out. Final release places are open until the cohort begins.
The New
Fundamentals
of Brand
EUGENE HEALEY
GABRIELLE GRIST
STARTS OCTOBER 12
7 WEEKS
EARLY BIRD
SOLD OUT
US$1,599
FINAL RELEASE
Sign up for updates on The New Fundamentals
Sign up for updates on The New Fundamentals
The New Fundamentals
of Brand for Teams
The New Fundamentals is designed to provide a common language for understanding and structuring modern brand communications across your organisation.
There is immense benefit in multiple perspectives, teams, and functions coming together to learn and address the core challenges at the heart of your brand.
Teams leave The New Fundamentals with a unified approach across the ever-expanding mosaic of touchpoints a brand must now be present.
Bespoke Training
The New Fundamentals is also available as a bespoke, live training for teams of 50+.
We are able to customise the program around the structure of your team and availabilities - whether a focused intensive for a core group or a bigger program taking place across multiple disciplines or markets.
Contact us to discuss.