How Harvard Business School Online Advertises on Meta

# Ad summary This image ad promotes the AI Essentials for Business online certificate course from Harvard Business School Online. It highlights the course duration, cost, and self-paced nature. # Brand positioning Harvard Business School Online is presented as a prestigious and reputable institution offering accessible business education. The brand aims to occupy the space of high-quality, flexible learning for professionals seeking to enhance their skills. The brand aligns with values of academic excellence, career advancement, and convenience. It positions itself as a leader in business education, leveraging its established reputation to attract individuals looking for credible and valuable online courses. The brand positioning is both functional (providing essential skills) and emotional (enhancing career prospects and confidence). # Product The product is the "AI Essentials for Business" online certificate course offered by Harvard Business School Online. It is designed for individuals seeking to understand and apply artificial intelligence in a business context. The course is delivered online and is self-paced, allowing learners to study at their own speed. The course duration is 4 weeks, requiring 4-6 hours of study per week. The cost of the course is $1,850. The ad highlights the accessibility and flexibility of the course, addressing potential purchase barriers related to time commitment and location. # Visual style The ad has a professional and modern visual style. It features a clean layout with clear typography and icons. The image treatment includes a dark background with a glowing effect on the AI sphere, creating a sense of innovation and technology. The ad uses a combination of text and visuals to convey information in a concise and engaging manner. The overall style is designed to be easily scannable and attention-grabbing in a social media feed. # Hooks Headline: AI Essentials for Business # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the challenge of busy professionals who want to learn about AI but lack the time for traditional courses. The self-paced and time-efficient nature of the online course directly counters this frustration. # Value propositions - Affordable investment in AI education: $1,850 for a certificate course from Harvard Business School Online. - Time-efficient learning: Only 4-6 hours per week for 4 weeks. # Benefits - Gain essential AI knowledge for business - Flexible learning schedule - Learn at your own pace # Features - Online certificate course - 4 weeks duration - 4-6 hours per week commitment - Self-paced learning # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the Harvard Business School Online logo, course details, and visual elements to promote the "AI Essentials for Business" online certificate course. # Storyline - The ad begins by showcasing the Harvard Business School Online logo, immediately establishing credibility and brand recognition. This is from the brand's perspective, aiming to capture attention and signal the quality of the offering. - Next, the ad introduces the "AI Essentials for Business" online certificate course, clearly stating the product being advertised. This is from the brand's perspective, informing the audience about the specific course and its focus. - The ad then presents key details about the course, including its duration (4 weeks), cost ($1,850), time commitment (4-6 hours per week), and self-paced nature. This is from the brand's perspective, providing essential information to help potential customers evaluate the course's suitability for their needs. - Finally, the ad features a visual of a person interacting with AI technology, reinforcing the course's subject matter and creating a sense of innovation and relevance. This is from the brand's perspective, aiming to engage the audience and highlight the practical application of the course content.

# Ad summary This ad promotes an online certificate course in AI Essentials for Business from Harvard Business School Online. It highlights the course duration, cost, and self-paced nature, targeting professionals looking to enhance their skills in AI. # Brand positioning Harvard Business School Online is presented as a prestigious institution offering accessible, high-quality business education. The brand aims to occupy the space of accessible elite education, providing professionals with the opportunity to gain valuable skills and knowledge from a renowned institution without the need for traditional on-campus attendance. The brand aligns with values of career advancement, intellectual growth, and flexibility, catering to busy professionals seeking to enhance their expertise. It pushes against the norms of traditional, time-consuming business education by offering a self-paced, online learning experience. The brand positioning is both functional (providing practical skills) and emotional (offering prestige and career advancement). # Product The product being advertised is an online certificate course called "AI Essentials for Business" offered by Harvard Business School Online. The course is designed for professionals seeking to enhance their understanding and application of artificial intelligence in a business context. The ad explicitly states that the course lasts for 4 weeks, requires 4-6 hours per week of study, and costs $1,850. A key USP is that it is online and self-paced, addressing the purchase barrier of time constraints for busy professionals. The ad conveys that this course is a worthwhile investment for those looking to gain essential AI skills in a flexible and accessible format. # Visual style The ad has a clean and professional visual style, using a combination of clear typography, simple icons, and a high-quality photograph. The color palette is primarily white, blue, and maroon, which conveys a sense of trust and sophistication. The image treatment includes background blurring to focus attention on the woman and the course information. The overall design is optimized for scannability in a social media feed, with key information presented in a concise and visually appealing manner. # Hooks Headline: AI Essentials for Business # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of busy professionals who want to enhance their skills but lack the time for traditional, rigid educational programs. The "4-6 hours per week" and "Online self-paced" features directly counter this frustration. # Value propositions - Acquire essential AI skills in just 4 weeks - Balance learning with your schedule with 4-6 hours per week commitment - Learn at your own pace with the online self-paced format # Benefits - Gain essential AI skills - Flexible learning schedule - Learn at your own pace # Features - 4 weeks - 4-6 hours per week - Online self-paced # Call to action None used. # Social proof - None used. # Point of view - Brand: The Harvard Business School Online logo and course details (duration, cost, time commitment) are presented from the brand's perspective to establish credibility and provide essential information. - Customer: The image of a professional woman looking confidently towards the future represents the customer's perspective, visualizing the potential outcome of taking the course and advancing their career. # Storyline - The ad opens with the Harvard Business School Online logo, immediately establishing credibility and brand recognition. This is from the brand's perspective, aiming to instill trust and signal the quality of the course. - The ad then introduces the "AI Essentials for Business" course, clearly stating the subject matter and target audience. This is from the brand's perspective, informing potential students about the course's focus and relevance to their professional development. - The ad highlights key details such as the course duration (4 weeks), cost ($1,850), time commitment (4-6 hours per week), and self-paced nature. This is from the brand's perspective, providing essential information to help potential students evaluate the course's feasibility and value. - The ad features an image of a professional woman in a business setting, looking confidently towards the future. This is from the customer's perspective, visualizing the potential outcome of taking the course and advancing their career.

# Ad summary This ad promotes the Harvard Business School Online Credential of Leadership, Impact, and Management in Business (CLIMB) program. It highlights the program's focus on understanding how culture influences the adoption of digital tools and strategies, along with key features like the number of courses, flexible terms, and quarterly payments. # Brand positioning Harvard Business School Online is presented as a prestigious and credible institution offering accessible business education. The brand aims to occupy the space of high-quality, flexible online learning for both new and experienced leaders. It aligns with values of leadership, impact, and management excellence, positioning itself as a provider of credentials that enhance professional capabilities. The brand follows category norms by offering structured courses and certifications, but pushes against traditional in-person learning by providing online flexibility. The brand positioning is both functional (providing specific skills and knowledge) and emotional (enhancing leadership potential and career advancement). # Product The Credential of Leadership, Impact, and Management in Business (CLIMB) program is an online course offered by Harvard Business School Online, designed for both new and experienced leaders. The program consists of 7 courses plus a capstone project, offering 4 flexible terms. The program requires an estimated 5-9 hours per week. The cost is $3,750 in quarterly payments. The program focuses on understanding how culture influences the adoption of digital tools and strategies, suggesting a USP of providing relevant and timely knowledge for modern business challenges. The ad addresses the purchase barrier of time commitment by highlighting the flexible terms and manageable weekly hours. # Visual style The ad uses a clean and professional design with a split layout. The left side features a maroon background with key program details in teal squares, while the right side has a blue background with a digital-inspired pattern and the program's core message. The overall style is corporate and informative, aiming to convey credibility and value. # Hooks Headline: Understand how culture influences the adoption of digital tools and strategies # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the challenge of busy professionals needing to enhance their leadership and management skills but struggling to find the time or resources for traditional education. The ad offers a flexible and accessible online program that fits into their schedules. # Value propositions - The CLIMB program offers a structured curriculum (7 courses plus capstone project) with the flexibility to fit into busy schedules (4 flexible terms, 5-9 hours per week), making it accessible for working professionals. - The program's focus on understanding how culture influences the adoption of digital tools and strategies provides relevant and timely knowledge for leaders navigating modern business challenges. # Benefits - Credential of Leadership, Impact, and Management in Business (CLIMB) - For New or Experienced Leaders - Understand how culture influences the adoption of digital tools and strategies # Features - 7 courses plus capstone project - 4 flexible terms - $3,750 quarterly payments - 5-9 hours per week # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the Harvard Business School Online program and its key features. # Storyline - The ad begins by showcasing the Harvard Business School Online logo, immediately establishing credibility and prestige. This is from the brand's perspective, aiming to capture attention and signal the quality of the program. - The ad then introduces the Credential of Leadership, Impact, and Management in Business (CLIMB) program, specifying that it is for new or experienced leaders. This is from the brand's perspective, clarifying the program's target audience and purpose. - The ad highlights key features of the program, such as the number of courses, flexible terms, cost, and time commitment. This is from the brand's perspective, providing essential information to potential customers to help them evaluate the program's suitability. - The ad concludes by emphasizing the program's focus on understanding how culture influences the adoption of digital tools and strategies. This is from the brand's perspective, highlighting the program's unique value proposition and relevance in today's business environment.

# Ad summary This ad features a woman named Karina Souza, who is a CLIMB learner, giving a testimonial about the Harvard Business School Online program. She praises the quality of the materials and content, as well as the platform's setup and pacing. # Brand positioning Harvard Business School Online is presented as a prestigious and high-quality online learning platform. The brand aims to occupy the space of accessible yet rigorous business education, leveraging its established reputation to offer flexible learning opportunities. The brand aligns with values of academic excellence, professional development, and accessible education. It pushes against the norms of traditional, in-person business education by offering a convenient online alternative. The brand positioning is both functional (providing quality education) and emotional (offering a transformative learning experience). # Product The featured product is the CLIMB program offered by Harvard Business School Online, which is a credential of leadership, impact, and management in business. The program is designed for individuals seeking to enhance their leadership and management skills through a flexible online platform. The ad highlights the quality of the materials and content, as well as the platform's user-friendly setup and pacing. The program is implied to be transformative, providing an amazing learning experience. The ad addresses the barrier of accessibility by offering a convenient online learning option. # Visual style The ad has a polished and professional aesthetic. The editing style is simple with static shots and smooth transitions. The production quality is high, resembling a commercial testimonial. The pacing is consistent, with a focus on clear and direct communication. # Hooks Spoken: 00:00–00:06 Karina Souza: I think the quality of the materials and the content, but especially the way that the platform is set, Text overlay: 00:00–00:17 Karina Souza / 00:00–00:17 CLIMB Learner Visual: 00:00–00:06 Close-up shot of Karina Souza, a middle-aged woman with light brown hair, wearing a light blue blazer over a beige top and a gold necklace. She is sitting against a solid blue background, looking directly at the camera and speaking. Text overlay identifies her as "Karina Souza, CLIMB Learner." The Harvard Business School logo is in the lower right corner. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of inaccessible or inflexible business education by offering a convenient online alternative. # Value propositions - The quality of the materials and content ensures a valuable learning experience. - The platform's setup and pacing facilitate effective learning. # Benefits - Amazing learning experience - Transformational program # Features - Quality of the materials - Quality of the content - Platform setup - Correct pace of learning for each module # Call to action None used. # Social proof - "I think the quality of the materials and the content, but especially the way that the platform is set, and the way it works and driving the correct pace on how we are going to learn each module, this is being amazing. Climb is transformational." – Karina Souza (CLIMB Learner) # Point of view - Customer 100% – The entire video is told from the perspective of a satisfied customer, sharing her positive experience with the program. # Storyline - 00:00–00:06 00:00–00:06 Karina Souza, identified as a CLIMB learner, speaks directly to the camera, praising the quality of the materials and content of the program. - 00:06–00:15 00:06–00:15 She emphasizes the platform's setup and how it drives the correct pace of learning for each module. - 00:15–00:17 00:15–00:17 Karina concludes by describing the CLIMB program as transformative.

# Ad summary This ad promotes the Harvard Business School Online Credential of Leadership, Impact, and Management in Business (CLIMB) program. It highlights the program's key features, such as the number of courses, flexible terms, and time commitment, while emphasizing the psychological power of influence that participants will learn. # Brand positioning Harvard Business School Online is presented as a prestigious and reputable institution offering accessible business education. The brand aims to occupy the space of high-quality, flexible learning for both new and experienced leaders. It aligns with values of leadership, impact, and management excellence, positioning itself as a provider of credentials that enhance professional capabilities. The brand follows category norms by offering structured courses and credentials, but pushes against traditional in-person learning by providing an online format. The brand positioning is both functional (providing specific skills and knowledge) and emotional (empowering leaders to increase their influence). # Product The Credential of Leadership, Impact, and Management in Business (CLIMB) is an online program offered by Harvard Business School Online, designed for both new and experienced leaders. The program consists of 7 courses plus a capstone project, offering 4 flexible terms. It requires a time commitment of 5-9 hours per week. The program aims to teach participants the psychological power of influence and how to leverage it. The ad addresses the purchase barrier of time commitment by highlighting the flexible terms and manageable weekly hours. # Visual style The ad features a clean and professional design with a clear division between the maroon and blue sections. The maroon side provides structured information about the program, while the blue side emphasizes the key benefit. The use of bold fonts and contrasting colors ensures readability and highlights important details. The overall style is corporate and informative, aiming to convey credibility and value. # Hooks Headline: Learn the psychological power of influence and how to leverage it # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of needing to enhance leadership skills and influence capabilities to advance in one's career. The ad promises to teach the "psychological power of influence and how to leverage it." # Value propositions - Credential of Leadership, Impact, and Management in Business (CLIMB) for New or Experienced Leaders - Flexible terms and manageable weekly hours make it easier to fit into a busy schedule - Learn the psychological power of influence and how to leverage it # Benefits - Learn the psychological power of influence - Learn how to leverage influence # Features - 7 courses plus capstone project - 4 flexible terms - $3,750 quarterly payments - 5-9 hours per week # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image is presented from the brand's perspective, showcasing the features and benefits of the Harvard Business School Online CLIMB program. # Storyline - The ad begins by showcasing the Harvard Business School Online logo, immediately establishing credibility and prestige. This is included to leverage the brand's reputation and signal the quality of the program, told from the brand's perspective. - The ad then introduces the Credential of Leadership, Impact, and Management in Business (CLIMB) program, specifying that it is for new or experienced leaders. This is included to clearly define the program's target audience and purpose, told from the brand's perspective. - The ad highlights key features of the program, such as the number of courses, flexible terms, time commitment, and cost. This is included to provide essential information and address potential concerns about workload and investment, told from the brand's perspective. - The ad concludes by emphasizing the core benefit of the program: learning the psychological power of influence and how to leverage it. This is included to attract viewers by promising a valuable skill that can enhance their leadership capabilities, told from the brand's perspective.

# Ad summary This ad features a testimonial from a CLIMB learner who shares his positive experiences with the program. He highlights the value of case studies, learning from business executives' perspectives, and the benefits of a global network with diverse cultures. He concludes by describing the CLIMB program as inspiring. # Brand positioning Harvard Business School Online's CLIMB program is presented as an inspiring and globally connected educational experience. The brand aims to occupy a space in the consumer's mind as a provider of valuable business insights and a diverse learning environment. It promotes a tone of intellectual curiosity and professional growth, aligning with a lifestyle of continuous learning and global awareness. The brand emphasizes the value of learning from business executives and connecting with peers from different cultures, suggesting a focus on practical application and diverse perspectives. The brand positioning is both functional, offering case studies and a global network, and emotional, inspiring learners and challenging their beliefs. # Product The CLIMB program by Harvard Business School Online is an educational program designed to provide learners with valuable business insights and a global network. The program is for individuals seeking to enhance their understanding of business strategies and problem-solving approaches. It offers case studies that allow learners to observe how business executives think and approach situations. The program emphasizes the value of a global network, providing opportunities to connect with peers from diverse cultures. The program aims to challenge learners' beliefs and inspire them to learn new things. The ad highlights the program's ability to provide diverse perspectives and practical insights from business executives. # Visual style The ad has a polished and professional aesthetic. The editing style is simple with static shots and smooth transitions. The production quality is high, giving it a commercial feel. The pacing is consistent, with a focus on clear and direct communication. The visuals are clean and well-lit, supporting the intended tone of credibility and inspiration. # Hooks Spoken: 00:00–00:08 Male 1: What I have enjoyed so far from watching um CLIMB's content has been the case studies. So watching the business executives have been my favorite part. Text overlay: 00:00–00:08 Arturo Arevalo / 00:00–00:08 CLIMB Learner Visual: 00:00–00:08 A man with dark hair, a mustache, and wearing a navy suit and white shirt sits against a blue background. He is centered in the frame and speaks directly to the camera. Text overlay identifies him as "Arturo Arevalo, CLIMB Learner." The Harvard Business School Online logo is in the lower right corner. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that learners may feel limited by their current perspectives and approaches to problem-solving. "How they approach situations have really challenged my beliefs and how I do things." # Value propositions - Learning from business executives' perspectives: Gain insights into how successful leaders think and solve problems. - Global network and diverse cultures: Connect with peers from around the world and broaden your understanding of different business approaches. # Benefits - Learning from business executives' perspectives - Challenging beliefs - Learning new things # Features - Case studies - Global network - Diverse cultures # Call to action None used. # Social proof - "What I have enjoyed so far from watching um CLIMB's content has been the case studies. So watching the business executives have been my favorite part" – Male 1 (CLIMB Learner) - "The CLIMB program is inspiring" – Male 1 (CLIMB Learner) # Point of view - Customer 100% – The entire video is told from the perspective of a CLIMB learner, sharing his personal experiences and insights. # Storyline - 00:00–00:04 Arturo Arevalo, a CLIMB learner, shares his positive experiences with the program. - 00:04–00:17 He highlights the value of case studies and learning from business executives' perspectives, emphasizing how it has challenged his beliefs. - 00:17–00:23 He appreciates the global network and diverse cultures within the program, which has helped him learn new things. - 00:23–00:24 He concludes by describing the CLIMB program as inspiring.

# Ad summary This ad promotes Harvard Business School Online's CLIMB program, which is designed to help new and experienced leaders accelerate their careers and transform their organizations. The ad features Amy C. Edmondson, Novartis Professor of Leadership and Management at Harvard Business School, who explains that CLIMB is an online program that combines courses on leadership, strategy, and finance with short courses on business skills for today. # Brand positioning Harvard Business School Online is presented as a prestigious and reputable institution offering flexible online business education. The brand aims to occupy the space of accessible, high-quality business education for professionals at any stage of their career. It aligns with values of career advancement, leadership development, and organizational transformation. The brand pushes against the norm of traditional, in-person business education by offering online courses. The brand positioning is both functional (providing specific business skills) and emotional (empowering individuals to accelerate their careers). # Product The featured product is CLIMB, an online program offered by Harvard Business School Online. It is a transformative program designed for both new and experienced leaders. CLIMB combines courses on leadership, strategy, and finance with short courses on business skills for today. The program is designed to help individuals accelerate their careers and transform their organizations. It delivers in-demand business skills needed for career advancement. The ad addresses the need for accessible and flexible business education, catering to individuals who may not have the time or resources for traditional in-person programs. # Visual style The ad has a polished and professional aesthetic, with clean visuals and a focus on credibility. The editing style is smooth, with static shots and occasional transitions to showcase different aspects of the program. The production quality is high, reflecting the prestige of the Harvard Business School brand. The pacing is moderate, with cuts timed to the voiceover lines. # Hooks Spoken: 00:00–00:04: The credential of leadership, impact, and management in business is a transformational program Text overlay: Credential / Credential of / Credential of Leadership, / Credential of Leadership, Impact, / Credential of Leadership, Impact, and Ma / Credential of Leadership, Impact, and Management / Credential of Leadership, Impact, and Management in Busi / Credential of Leadership, Impact, and Management in Business Visual: 00:00–00:04: A close-up shot of a document with the words "Credential of Leadership, Impact, and Management in Business" highlighted in red. The background is blurred, with abstract red shapes at the top. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that professionals may struggle to gain the necessary skills and knowledge to advance their careers and transform their organizations. This is signaled by the focus on providing in-demand business skills and the promise of career acceleration. # Value propositions - Transformational program for new and experienced leaders - Combines leadership, strategy, and finance courses with short business skills courses - Delivers in-demand business skills for career advancement # Benefits - Accelerate your career - Transform your organization - Gain in-demand business skills # Features - Online program - Courses on leadership, strategy, and finance - Short courses on business skills # Call to action None used. # Social proof - None used. # Point of view - Expert 25% – The ad features Amy C. Edmondson, a professor at Harvard Business School, who provides expert commentary on the CLIMB program. - Brand 75% – The ad presents the official voice of Harvard Business School Online, promoting the CLIMB program and its benefits. # Storyline - 00:00–00:04 The ad opens with text highlighting the key areas of focus for the CLIMB program: Leadership, Impact, and Management in Business. This is intended to immediately convey the program's core value proposition and target audience. - 00:04–00:09 The ad transitions to visuals of diverse professionals in various business settings, such as meetings and office environments. This is intended to show the program's relevance to a wide range of professionals and industries. - 00:09–00:13 Amy C. Edmondson, Novartis Professor of Leadership and Management at Harvard Business School, is introduced as an expert voice. This is intended to lend credibility and authority to the program. - 00:13–00:22 Edmondson explains that CLIMB is an online program that combines courses on leadership, strategy, and finance with short courses on business skills for today. This is intended to provide a clear and concise description of the program's content and format. - 00:16–00:22 The ad shows a screen recording of the CLIMB online platform, showcasing the course modules and interface. This is intended to give viewers a glimpse of the program's user experience and available resources. - 00:22–00:26 Edmondson states that CLIMB is for both new managers and those with several years of experience. This is intended to broaden the program's appeal to a wider audience. - 00:26–00:31 The ad returns to Edmondson, who states that CLIMB delivers the in-demand business skills you need for your career today. This is intended to reinforce the program's value proposition and relevance to current career needs. - 00:31–00:35 The ad concludes with the Harvard Business School Online logo and the CLIMB website address. This is intended to provide viewers with the information needed to learn more and enroll in the program.

# Ad summary This ad features Arturo Arevalo, a CLIMB learner, who discusses how the program has helped him in leadership, strategy, finance, and digital marketing. He emphasizes the program's role in making him a great and effective leader with an empowered team. # Brand positioning Harvard Business School Online is presented as a prestigious institution offering the CLIMB program, designed to enhance leadership and business skills. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, accessible business education. It aligns with values of professional growth, leadership, and strategic thinking. The brand positions itself as a provider of practical skills applicable to various business domains, such as leadership, strategy, finance, and digital marketing. The brand positioning is both functional, focusing on skill enhancement, and emotional, emphasizing empowerment and effective leadership. # Product The CLIMB program offered by Harvard Business School Online is designed to enhance leadership and business skills. It is for individuals looking to improve their capabilities in leadership, strategy, finance, and digital marketing. The program provides skills that help individuals become great and effective leaders with empowered teams. The ad addresses the need for practical skills in various business domains, emphasizing the program's role in enhancing leadership capabilities and strategic thinking. The ad conveys that the CLIMB program is worth trying because it provides tangible skills that can be applied to real-world business scenarios, leading to improved leadership and team empowerment. # Visual style The ad has a polished and professional aesthetic, combining studio-lit shots with outdoor scenes. The editing style is smooth with static shots and clear transitions. The production quality is high, resembling a commercial. The pacing is consistent, with a focus on clear and concise messaging. The visuals are timed to support the voiceover, emphasizing key points. # Hooks Spoken: 00:00–00:02: When I'm leading a team of my own, running my own business, Text overlay: 00:00–00:13: Arturo Arevalo (Bottom left banner) / 00:00–00:13: CLIMB Learner (Bottom left banner) Visual: 00:00–00:03: Arturo Arevalo, a young man with a mustache, is centered in the frame against a solid blue background. He is wearing a navy blue suit jacket over a white collared shirt. The camera is stationary, providing a medium shot of Arturo from the chest up. A red banner at the bottom left identifies him as "Arturo Arevalo, CLIMB Learner." The Harvard Business School Online logo is in the bottom right corner. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the challenge of needing practical skills to effectively lead a team and run a business. Quote: "When I'm leading a team of my own, running my own business..." # Value propositions - The CLIMB program provides skills in leadership, strategy, finance, and digital marketing, enabling you to become a great and effective leader with an empowered team. # Benefits - Be a great leader - Be effective - Have an empowered team # Features - Skills in leadership - Skills in strategy - Skills in finance - Skills in digital marketing # Call to action None used. # Social proof - "I plan to implement some of these skills that I learned in CLIMB, not just in leadership, but in everything, strategy, finance, digital marketing. So these are definitely skills that will help me be a great leader, effective, have an empowered team." – Arturo Arevalo (CLIMB Learner) # Point of view - Customer 100% – The entire video is told from the perspective of a customer, Arturo Arevalo, who shares his experience with the CLIMB program. # Storyline - 00:00–00:02 Arturo Arevalo introduces himself as a CLIMB learner. - 00:00–00:02 He mentions leading a team and running his own business, indicating his current professional role and aspirations. - 00:02–00:08 Arturo states his plan to implement skills learned from CLIMB in leadership, strategy, finance, and digital marketing, highlighting the program's broad applicability. - 00:08–00:13 He emphasizes that these skills will help him be a great and effective leader with an empowered team, showcasing the program's impact on his leadership abilities. - 00:13–00:15 The ad concludes with the Harvard Business School Online logo and website, reinforcing the brand and providing a clear call to action.

# Ad summary This ad for Harvard Business School Online promotes their Credential of Leadership, Impact, and Management in Business (CLIMB) program. It highlights the program's key features, such as the number of courses, flexible terms, and time commitment, while emphasizing the benefit of mastering business strategy to guide a team's success. # Brand positioning Harvard Business School Online is presented as a prestigious and credible institution offering high-quality online business education. The brand aims to occupy the space of accessible yet rigorous business education, providing credentials that enhance leadership and management skills. The brand aligns with values of professional development, impact, and strategic thinking. It positions itself as a leader in online education, leveraging its established reputation to attract experienced and new leaders seeking to advance their careers. The brand positioning is both functional, offering specific skills and knowledge, and emotional, promising career advancement and leadership capabilities. # Product The Credential of Leadership, Impact, and Management in Business (CLIMB) is an online program offered by Harvard Business School Online designed for both new and experienced leaders. The program consists of 7 courses plus a capstone project, providing a comprehensive learning experience. It offers 4 flexible terms to accommodate different schedules and requires a time commitment of 5-9 hours per week. The program aims to help participants master the complexity of business strategy, enabling them to effectively guide their teams to success. The ad addresses the purchase barrier of time commitment by highlighting the flexible terms and manageable weekly hours. # Visual style The ad has a clean and professional visual style, using a split-screen design with a maroon background on the left and a blue background on the right. The use of white text on both backgrounds creates a consistent and legible look. The overall design is simple and straightforward, focusing on conveying information clearly and efficiently. The production quality is high, with crisp text and a polished appearance. # Hooks Headline: Master the complexity of business strategy to guide your team's success # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of leaders struggling with the complexities of business strategy. The ad copy, "Master the complexity of business strategy," directly acknowledges this challenge. # Value propositions - The CLIMB program offers a structured curriculum (7 courses plus capstone project) with flexible terms and a manageable time commitment (5-9 hours per week), making it accessible for busy professionals to enhance their business strategy skills and guide their teams to success. # Benefits - Master the complexity of business strategy - Guide your team's success # Features - 7 courses plus capstone project - 4 flexible terms - $3,750 quarterly payments - 5-9 hours per week # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's point of view, showcasing the features and benefits of the Harvard Business School Online CLIMB program. # Storyline - The ad begins by showcasing the Harvard Business School Online logo, immediately establishing credibility and prestige. This is included to leverage the brand's reputation and signal the high quality of the program. The brand is telling the audience that this is a reputable institution to consider for business education. - Next, the ad introduces the Credential of Leadership, Impact, and Management in Business (CLIMB) program, specifying that it is for both new and experienced leaders. This is included to clarify the program's focus and target audience. The brand is telling the audience what the program is and who it is for. - The ad then highlights key features of the program, such as the number of courses, flexible terms, and time commitment. This is included to provide concrete details about the program's structure and requirements. The brand is telling the audience the key features of the program. - Finally, the ad emphasizes the benefit of mastering business strategy to guide a team's success. This is included to showcase the program's value proposition and desired outcome. The brand is telling the audience the value of the program.

# Ad summary This image ad promotes the Credential of Leadership, Impact, and Management in Business (CLIMB) program offered by Harvard Business School Online. It features a smiling man in a professional setting, alongside key details about the program such as duration, cost, and format. # Brand positioning Harvard Business School Online is presented as a prestigious institution offering accessible business education. The brand aims to occupy the space of high-quality, flexible learning for ambitious professionals. It aligns with values of leadership, impact, and career advancement, promoting a lifestyle of continuous learning and professional growth. The brand leverages its established reputation to offer an online program, pushing against the norm that top-tier business education is only available in person. The brand positioning is both functional (offering a credential and specific skills) and emotional (promising career impact and leadership development). # Product The Credential of Leadership, Impact, and Management in Business (CLIMB) is an online program offered by Harvard Business School Online. It is designed for individuals seeking to enhance their leadership and management skills. The program lasts for 1 year, divided into 4 terms, requiring 5-9 hours per week. It is self-paced and costs $15,000 US, payable in 4 installments of $3750. The program's USPs include its prestigious brand association, flexible online format, and focus on leadership and management skills. The ad addresses the purchase barrier of high tuition costs by offering an installment payment plan. # Visual style The ad has a clean and professional visual style. It uses a maroon and light blue color scheme with clear typography. The image is split into two sections: one with program information and the other with a professional-looking man. The background is blurred to keep the focus on the man. # Hooks Headline: Credential of Leadership, Impact, and Management in Business (CLIMB) # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the potential barrier of high tuition costs by offering an installment payment plan. The text "Pay in 4 installments of $3750" signals that the program is more accessible than it might initially appear. # Value propositions - Gain a Credential of Leadership, Impact, and Management in Business from Harvard Business School Online - Complete the program in 1 year with a flexible, self-paced online format - Affordable payment plan: Pay in 4 installments of $3750 # Benefits - Credential of Leadership - Credential of Impact - Credential of Management in Business # Features - 1 Year - 4 terms - 5-9 hours per week - Online - self-paced - Pay in 4 installments of $3750 # Call to action None used. # Social proof - None used. # Point of view - Brand: The Harvard Business School Online logo and program details (duration, cost, format) are presented from the brand's perspective to inform and promote the program. - Customer: The smiling man is presented from the customer's perspective, showing the positive outcomes of participating in the program. # Storyline - The ad begins by showcasing the Harvard Business School Online logo, immediately establishing credibility and prestige. This is told from the brand's perspective, aiming to capture attention and signal the quality of the offering. - Next, the ad presents the program name, "Credential of Leadership, Impact, and Management in Business (CLIMB)," highlighting the key areas of focus and the potential benefits for participants. This is told from the brand's perspective, informing the audience about the program's core value proposition. - The ad then provides key details about the program, such as its duration (1 Year, 4 terms), time commitment (5-9 hours per week), cost ($15,000 US), and format (Online, self-paced). This is told from the brand's perspective, providing practical information to help potential students evaluate the program. - Finally, the ad features a smiling man, presumably a student or graduate, creating a sense of aspiration and demonstrating the potential for personal and professional success. This is told from the customer's perspective, showing the positive outcomes of participating in the program.

# Ad summary This ad features a woman named Karina Souza who is a CLIMB learner. She shares her positive experience with the program, stating that she sees real and successful cases and is learning a lot from it. She describes CLIMB as transformational. The ad concludes with the Harvard Business School Online logo and website. # Brand positioning Harvard Business School Online is presented as a prestigious institution offering transformative online learning experiences through its CLIMB program. The brand aims to occupy the space of accessible yet high-quality business education, aligning with values of professional growth and impact. It positions itself as a provider of real-world, successful case studies, differentiating itself from purely theoretical approaches. The brand positioning is both functional (providing specific skills and knowledge) and emotional (offering a transformative experience). # Product The featured product is the CLIMB program offered by Harvard Business School Online, designed for individuals seeking to enhance their leadership, strategy, impact, and management skills. The program is presented as a transformative learning experience that provides access to real and successful case studies. It is implied that the program is for professionals looking to advance their careers and gain practical knowledge. The ad addresses the potential purchase barrier of accessibility by highlighting that it is an online program, making it convenient for individuals with busy schedules. The ad conveys that the CLIMB program is worth trying because it offers a unique and effective approach to business education, providing real-world insights and transformative results. # Visual style The ad has a polished and professional aesthetic. The editing style is simple with static shots and smooth transitions. The production quality is high, giving it a commercial feel. The pacing is consistent throughout the ad. # Hooks Spoken: 00:00–00:03: We can see real cases, successful real cases. Text overlay: 00:00 / CLIMB Learner (lower third) Visual: 00:00–00:03: A medium shot of Karina Souza, a woman with blonde hair wearing a light blue blazer and a beige top, sitting in front of a solid blue background. She is smiling and speaking directly to the camera. A lower-third graphic identifies her as "Karina Souza, CLIMB Learner." The Harvard Business School Online logo is in the bottom right corner. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - The CLIMB program offers a transformational learning experience through real and successful case studies. # Benefits - Learning from real-world examples - Transformational experience # Features - Real cases - Successful real cases # Call to action None used. # Social proof - "We can see real cases, successful real cases... And I can say that I'm learning so much from it" – Karina Souza (CLIMB Learner) # Point of view - Customer 100% – The entire video is told from the perspective of a satisfied CLIMB learner, sharing her personal experience and positive feedback. # Storyline - 00:00–00:03 Karina Souza, a CLIMB learner, shares her positive experience with the program. - 00:03–00:07 She emphasizes the value of learning from real and successful cases. - 00:07–00:08 Karina states that she is learning so much from the program. - 00:08–00:10 She concludes by describing CLIMB as transformational. - 00:10–00:14 The Harvard Business School Online logo and website are displayed.

# Ad summary This ad for Harvard Business School Online promotes its CLIMB program, highlighting its focus on leadership, impact, and management skills for both new and experienced leaders. The ad uses a split-screen design with key program details on one side and a value proposition on the other, aiming to attract individuals looking to enhance their leadership capabilities. # Brand positioning Harvard Business School Online is presented as a prestigious institution offering accessible, high-quality business education. The brand emphasizes its academic rigor and relevance to real-world leadership challenges. By offering online programs, it positions itself as a modern, flexible option for professionals seeking to advance their careers without disrupting their current commitments. The brand aligns with values of excellence, impact, and career advancement, appealing to ambitious individuals who seek to enhance their leadership skills and business acumen. # Product The Credential of Leadership, Impact, and Management in Business (CLIMB) program is an online course designed for both new and experienced leaders. It consists of 7 courses plus a capstone project, structured across 4 flexible terms. The program requires an estimated 5-9 hours per week, making it manageable for working professionals. The course aims to provide data-driven leadership skills to help participants execute, innovate, and work smarter. The program addresses the need for accessible, high-quality leadership education that fits into a busy schedule, offering a structured curriculum with flexible terms and a manageable time commitment. # Visual style The ad features a clean and professional design with a split-screen layout. The left side uses a solid maroon background with light teal boxes to highlight key program details, while the right side uses a gradient blue background with a pattern of interconnected dots to create a modern, tech-forward feel. The typography is clear and legible, and the overall design is well-organized and easy to scan. The ad aims to convey credibility and trustworthiness through its association with Harvard Business School. # Hooks Headline: Data-driven leadership to execute, innovate, and work smarter # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the challenge of balancing career advancement with existing commitments, as signaled by the need for flexible terms and a manageable time commitment. # Value propositions - Credential of Leadership, Impact, and Management in Business (CLIMB) for New or Experienced Leaders - Data-driven leadership to execute, innovate, and work smarter # Benefits - Data-driven leadership - Execute - Innovate - Work smarter # Features - 7 courses plus capstone project - 4 flexible terms - $3,750 quarterly payments - 5-9 hours per week # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the Harvard Business School Online CLIMB program and its benefits. # Storyline - The ad begins by showcasing the Harvard Business School Online logo, immediately establishing credibility and prestige. This is from the brand's perspective, aiming to capture attention and signal the high quality of the program. - Next, the ad introduces the CLIMB program, emphasizing its focus on leadership, impact, and management in business. This is from the brand's perspective, highlighting the core areas of development the program offers and setting the stage for its value proposition. - The ad then presents key program details, such as the number of courses, flexible terms, quarterly payments, and weekly time commitment. This is from the brand's perspective, providing practical information to address potential barriers to enrollment and showcase the program's structure. - Finally, the ad concludes by highlighting the program's benefits, focusing on data-driven leadership skills that enable participants to execute, innovate, and work smarter. This is from the brand's perspective, reinforcing the value proposition and encouraging viewers to consider the program as a means to enhance their leadership capabilities.

# Ad summary This image ad for Harvard Business School Online promotes their "Business in Society" certificate courses. The ad highlights key features such as multiple course options, varying durations, and online, self-paced learning. It uses a city street scene to imply real-world application and accessibility. # Brand positioning Harvard Business School Online is presented as a leader in business education, offering accessible, high-quality online certificate courses. The brand leverages its established reputation and academic prestige, signaling trust and credibility. The brand aims to occupy the space of accessible yet rigorous business education for working professionals, pushing against the traditional in-person model by offering flexible, online options. The brand positioning blends functional benefits (such as flexible scheduling and career advancement) with the emotional appeal of gaining credentials from a prestigious institution. # Product The featured product is the "Business in Society" certificate course offered by Harvard Business School Online. The course is designed for individuals seeking to enhance their understanding of business in a societal context. It offers six course options that are available both on-demand and in cohort-based formats. The duration of the courses varies, ranging from 3-6 weeks, and they are delivered online and self-paced, allowing for flexibility. The cost is $1850 US per course. This offering addresses the barrier of inflexible schedules often associated with traditional academic programs. # Visual style The ad employs a clean and corporate design aesthetic with a maroon and light teal color scheme. The image is a professional stock photo. The overall feel is polished and informative, likely intended for an in-feed placement. # Hooks Headline: Business in Society # Funnel stage Middle of funnel (Consideration) # Pain points Traditional business education often requires fixed schedules and in-person attendance, posing a challenge for busy professionals. # Value propositions - Multiple course options for flexible learning - Online, self-paced learning at an accessible price point # Benefits - Flexible learning options - Varied course durations - Online accessibility - Self-paced learning # Features - 6 course options - On-demand & cohort-based - 3-6 weeks duration varies by course - $1850 US per course - Online - Self-paced # Call to action None used. # Social proof - None used. # Point of view - Brand: Presented throughout the ad, in the top logo, title, and feature callouts. The brand aims to inform the customer about its new course and persuade them to try it. - Customer: Visualized through the cityscape photo in the background. A scene that encourages the customer to envision themselves taking the course and the value to their career. # Storyline - The ad opens with the Harvard Business School Online logo and name, immediately establishing credibility and brand recognition. The brand presents itself as the provider of the course and source of academic prestige, encouraging the viewer to associate quality with the offering. - The ad highlights the name of the certificate course, "Business in Society," which frames the topic of study and what to expect from the program. The brand clearly labels the offering and invites the viewer to consider the course's subject. - The ad lists key features of the course: "6 course options on-demand & cohort-based", "3-6 weeks duration varies by course", "$1850 US per course", and "Online self-paced". The brand emphasizes accessibility, flexibility, and cost, aiming to persuade prospective students to join. - The background image shows a busy city street, subtly suggesting the real-world relevance of the course and its potential application in an urban, business-oriented environment. The brand visually cues relevance to the business world, and to inspire the viewer to envision themselves applying the course's knowledge in their professional environment.

# Ad summary This ad features Jorge Ayala, the Chief Financial Officer for a produce company, who shares his experience taking the Leading with Finance course at Harvard Business School Online. He emphasizes the course's impact on his decision-making abilities and highlights the unique opportunity it provides. # Brand positioning Harvard Business School Online is presented as a prestigious and exclusive educational institution that offers unique courses not available elsewhere. The brand aims to occupy the space of accessible, high-quality business education for professionals seeking to enhance their skills and decision-making abilities. The brand aligns with values of career advancement, professional development, and academic excellence. It positions itself against other online education platforms by emphasizing its unique course offerings and the reputation of Harvard Business School. The brand positioning is both functional (providing specific skills) and emotional (offering a sense of achievement and prestige). # Product The featured product is the "Leading with Finance" course offered by Harvard Business School Online. This course is designed for professionals like Jorge Ayala, a Chief Financial Officer, who want to improve their financial decision-making skills. The course provides an opportunity to study at Harvard Business School from anywhere in the world. A key USP is that this course is uniquely available through Harvard Business School Online and cannot be found anywhere else. The ad addresses the purchase barrier of accessibility by highlighting the online format, making it convenient for busy professionals to enhance their skills without disrupting their careers. The ad conveys that this course is worth trying because it provides a unique educational experience from a prestigious institution, leading to better decision-making abilities and career advancement. # Visual style The ad has a polished, commercial aesthetic with a clean and professional look. The editing style includes quick cuts between shots of the speaker and visuals of the certificate. The production quality is high, with good lighting and clear audio. The pacing is moderate, with cuts timed to the speaker's pauses. The overall visual style supports the intended tone of credibility and professionalism. # Hooks Spoken: My name is Jorge Ayala. I am from Mexico, but I am living in South Texas. Text overlay: 00:00–00:27 / Jorge Ayala / Mexico Visual: 00:00–00:01: Jorge Ayala, a man appearing to be in his late 20s or early 30s, walks into the frame from the left. He is wearing a blue and white plaid button-down shirt and black pants. The background is a soft pink color with some lighting equipment visible. / 00:01–00:04: Close-up shot of Jorge Ayala as he looks directly at the camera and speaks. He is wearing a blue and white plaid button-down shirt. The background is a soft pink color. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that professionals may struggle with making optimal financial decisions for their companies. This is signaled by the speaker's statement that the course has given him the opportunity to take better decisions for the company. # Value propositions - The Leading with Finance course provides the opportunity to make better decisions for the company. - Studying at Harvard Business School Online offers a unique educational experience not available elsewhere. # Benefits - Opportunity to take better decisions for the company - Great opportunity to study in Harvard Business School - Courses are not available anywhere else in the world # Features - Leading with Finance course - Online format # Call to action None used. # Social proof - "Currently in my career it has give me the opportunity to take better decisions for the company." – Jorge Ayala (Chief Financial Officer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer, Jorge Ayala, who shares his personal experience with the Harvard Business School Online course. # Storyline - 00:00–00:04 Jorge Ayala introduces himself, stating his name, origin (Mexico), and current residence (South Texas). - 00:04–00:08 He identifies himself as the Chief Financial Officer for a produce company. - 00:08–00:11 Jorge mentions taking the "Leading with Finance" course. - 00:11–00:16 He explains that the course has given him the opportunity to make better decisions for the company. - 00:16–00:27 Jorge states that it is a great opportunity to study at Harvard Business School because the courses are not available anywhere else in the world.

# Ad summary This ad for Harvard Business School Online features Marc Engel from Unilever talking about the moment he came into his role and how it impacted him to see what was happening with the rainforests and palm oil. # Brand positioning Harvard Business School Online aims to occupy a space in the consumer's mind as a provider of accessible, high-quality business education. The brand aligns with values of professional development, career advancement, and continuous learning. It pushes against the traditional norms of in-person, campus-based business education by offering online programs. The brand positioning is functional, focusing on providing practical business knowledge and skills. # Product The Harvard Business School Online program in Sustainable Business Strategy is designed for professionals seeking to understand and implement sustainable business practices. The program covers various topics related to sustainability, including environmental impact, social responsibility, and economic viability. The program aims to provide actionable insights and tools to integrate sustainability into business strategy. It addresses the purchase barrier of accessibility by offering an online format, making it convenient for professionals to balance work and education. The ad highlights real-world impact and personal transformation, making the program worth trying for those interested in sustainable business. # Visual style The ad has a professional and informative aesthetic. The editing style combines static shots of the speaker with relevant b-roll footage to illustrate the points being made. The production quality is polished, with clear visuals and professional lighting. The visuals create a sense of credibility and trustworthiness. The pacing is moderate, with cuts timed to emphasize key points. The audio and visuals sync well, enhancing the overall impact of the ad. # Hooks Spoken: 00:00–00:05 The day that I actually came to take up the role, was the day that Greenpeace had invaded this building. Text overlay: MARC ENGEL / UNILEVER Visual: 00:00–00:05 A close-up shot of Marc Engel, a bald, middle-aged man in a white button-down shirt and a navy blazer, sits against a neutral background. He is speaking directly to the camera, and his name and affiliation (MARC ENGEL, UNILEVER) are displayed in red text at the bottom of the screen. A Harvard Business School Online logo is in the lower right corner of the screen. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the environmental destruction caused by deforestation and unsustainable palm oil production. # Value propositions - The ad conveys the value of real-world experience and insights through Marc Engel's testimonial. # Benefits - Real People. - Real Business. - Real Learning. # Call to action None used. # Social proof - “The day that I actually came to take up the role, was the day that Greenpeace had invaded this building” – Marc Engel (Unilever) # Point of view - Brand 100% – The ad is told from the perspective of the brand, showcasing its values and how it has impacted individuals. # Storyline - 00:00–00:13 Marc Engel from Unilever discusses how his first day in his role was the day that Greenpeace had invaded his building to call attention to the rainforest and palm oil industries. - 00:13–00:20 A colleague told Marc that the next time he was in Singapore to take a flight over Sumatra to see what was happening there. - 00:20–00:23 Marc did this and states that when he talks about it he still gets goosebumps on his back. - 00:24–00:27 The ad shows text over the shot of the building stating, "Real People. Real Business. Real Learning." - 00:27–00:29 The ad ends with the Harvard Business School Online logo and the phrase, "Discover What Happens Next In Sustainable Business Strategy".

# Ad summary A testimonial ad for Harvard Business School Online featuring a Black man named Hise Gibson, a Harvard Business School alumnus who attended West Point and served as an operations officer in Afghanistan. Hise describes his experience leading a team that was made up of only white men from West Point and how he realized that he needed to address an important issue. The ad closes with the text "Real People. Real Business. Real Learning." and promotes Harvard Business School Online's Credential of Leadership, Impact, and Management in Business. # Brand positioning Harvard Business School Online is presented as a provider of business education. The school prides itself on delivering real-world, practical business knowledge through an online format. The ad spotlights a graduate who has faced diversity issues as a leader, signaling that the program offers content relevant to current challenges. The brand emphasizes credibility and offers credentials in leadership, impact, and management in business. The school uses the testimonial of a professional with military experience to build trust. The school aims to occupy the space of a leader in online business education. # Product The advertised product is the "Credential of Leadership, Impact, and Management in Business" offered by Harvard Business School Online. It is presented as a program that helps individuals understand how to be an impactful leader in business. The program is presented through the lens of a testimonial from a graduate who used the knowledge gained to address diversity challenges in his team. The ad addresses the problem of a lack of diverse perspectives in leadership and how this credential can help address it. The product is worth buying for those looking to enhance their leadership skills and create a more inclusive business environment. # Visual style The ad has a hybrid visual style, mixing a polished, professional testimonial with stock footage and graphics. The editing style includes quick cuts during the scene-setting portions. The production quality is generally high, with clean visuals and clear audio, supporting the brand's credibility. The pacing is moderate, with a shift to slower pacing during the testimonial segments. There is no clear audio-visual sync, but the visuals complement the narration. # Hooks Spoken: 00:00–00:06 I was in Western Afghanistan as a operations officer, so like a COO of my 750-person company. Text overlay: 00:00–00:02 HISE GIBSON / 00:02–00:03 HBS Visual: 00:00–00:06 Close-up shot of Hise Gibson, a Black man in his 40s, clean shaven and bald, wearing a light blue button-down shirt, a black blazer, and a colorful pocket square. He is centered against a neutral gray-blue background, looking directly at the camera. The shot is stationary with medium lighting. # Funnel stage Middle of funnel (Consideration) # Pain points Lack of diversity and similar mindsets within a team can limit perspectives and problem-solving abilities: "My whole team were all white male from West Point. We all think the same." # Value propositions - Provides credentials in leadership, impact, and management in business through real people and business-based learning. # Benefits - Real People. - Real Business. - Real Learning. # Features - Credential of Leadership, Impact, and Management in Business # Call to action Discover What Happens Next In Credential of Leadership, Impact, and Management in Business # Social proof - "I was in Western Afghanistan as a operations officer, so like a COO of my 750-person company." – Male 1 (Harvard Business School Online graduate) # Point of view - Customer 50% – Hise Gibson, a Harvard Business School alumnus, shares his personal experience and insights. - Brand 50% – The brand uses text overlays and a logo to promote its credibility, real-world applicability, and its business credential program. # Storyline - 00:00–00:06 00:00–00:06 A man introduces himself as Hise Gibson from HBS (Harvard Business School), and explains that when he was in Western Afghanistan, he served as an operations officer—like a COO—of his 750-person company. The intention is to establish the speaker's credentials and leadership background. This is from the perspective of the speaker, Hise Gibson, in a direct address style, which is intended to be informative and engaging. - 00:06–00:11 00:06–00:11 The speaker notes that his whole team was made up of white males from West Point. The intention is to highlight a lack of diversity within the team. This is from the perspective of Hise Gibson, in a matter-of-fact tone, creating a setup for the problem he will address. - 00:11–00:14 00:11–00:14 The speaker states that they all think the same, implying a lack of diverse perspectives. The intention is to emphasize the limitations of a homogenous team. This is still from Hise's perspective, with a slightly critical tone. - 00:14–00:21 00:14–00:21 The speaker adds that they had all been to Iraq before but he had never been to Afghanistan. The intention is to highlight the speaker's unfamiliarity with a key context. This is from Hise's perspective, building the context for his realization. - 00:21–00:23 00:21–00:23 The speaker reveals that upon looking around, he realized he had an issue. The intention is to set up the problem that the program will address. This is from the speaker's perspective, now with a tone of concern and revelation. - 00:23–00:25 00:23–00:25 Text appears on screen stating, "Real People. Real Business. Real Learning." The intention is to convey authenticity and the practical relevance of the program. This is from the brand's perspective, offering a summary of its value. - 00:25–00:29 00:25–00:29 The screen displays Harvard Business School Online branding and advertises the "Credential of Leadership, Impact, and Management in Business." The intention is to directly promote the program and provide a call to action. This is from the brand's perspective, concluding with program details and a website link.

# Ad summary This ad for Harvard Business School Online features a professor speaking about the benefits of their Credential of Digital Innovation and Strategy program. The ad promotes the program as a way for learners from diverse industries to gain the skills to compete in the digital world. # Brand positioning Harvard Business School Online is positioned as a leader in business education. The brand exudes authority and prestige through its association with Harvard University and its faculty. The ad does not directly compare itself to competitors, but implicitly suggests that its program offers a higher level of education and a more strategic approach to digital innovation. The brand promotes a functional and intellectual approach to digital business acumen. # Product The product being advertised is the Credential of Digital Innovation and Strategy program offered by Harvard Business School Online. This program is intended for learners from diverse industries and functions seeking to enhance their skills and strategic acumen in the digital world. The program promises to equip learners with the necessary skill set to compete and lead in the digital age. The ad addresses the barrier of needing to stay competitive in the fast-paced digital landscape by providing a structured and credible learning experience. # Visual style The ad features a mix of staged shots and animated graphics. The overall aesthetic is professional and polished, reflecting the prestige of Harvard Business School. The editing rhythm is slow, with static shots dominating the first half of the ad before transitioning to quick cuts in the second half. The pacing shifts across the ad to emphasize key messages. # Hooks Spoken: 00:00–00:02 The credential of digital innovation and strategy, Text overlay: 00:00–00:02 V.G. Narayanan / 00:00–00:02 HBS Professor / 00:00–00:02 Senior Associate Dean Visual: 00:00–00:02: A middle-aged man with dark hair and glasses, wearing a suit and tie, stands in front of a backdrop that appears to be an empty lecture hall. The man is centered in the frame and gesturing with his hands as he speaks directly to the camera. At the bottom of the screen is a red rectangle with white text: "V.G. Narayanan, HBS Professor, Senior Associate Dean." To the right is the Harvard Business School logo. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of needing to stay competitive and relevant in the rapidly evolving digital landscape. # Value propositions - Gain the skills and strategic acumen to compete in the digital world with a credible and structured program from Harvard Business School Online. # Benefits - Equips learners from diverse industries and functions with the skillset and strategic acumen to compete in the digital world. - Equip yourself to lead and succeed in the digital age. # Features - Credential of Digital Innovation and Strategy # Call to action None used. # Point of view - Expert 100% – The entire ad is delivered by a professor at Harvard Business School, lending credibility and authority to the program. # Storyline - 00:00–00:02 The ad begins with an introduction to the credential. - 00:02–00:06 The professor states the credential will equip learners from diverse industries and functions. - 00:06–00:11 The professor continues by noting that the credential will help learners with skills and strategic acumen to compete in the digital world. - 00:11–00:15 The ad transitions to visuals of handshakes and business professionals to imply the benefits of the program. - 00:11–00:18 The professor recommends equipping yourself to lead and succeed with the credential. - 00:18–00:23 The ad ends by showing the Harvard Business School Online logo, the name of the credential, and the program's website.

# Ad summary This ad promotes a certificate course in Sustainable Investing from Harvard Business School Online. It emphasizes the course's modules, estimated time commitment, and cost, set against a backdrop suggesting environmental themes and global finance. # Brand positioning Harvard Business School Online is positioned as a leader in business education, offering certificate courses that align with modern, forward-thinking business practices. The brand occupies a space of academic excellence and career advancement, designed to appeal to individuals who want to gain a competitive edge in the business world through flexible, online learning. The brand adopts a functional positioning by promising high-quality education and skill development. # Product The product is a certificate course in Sustainable Investing offered by Harvard Business School Online. This online course consists of 6 modules, each requiring an estimated 5 hours per module to complete, and is designed to be self-paced, allowing students to learn at their own convenience. The course costs $1850 US. It is designed for individuals interested in learning about sustainable investment strategies, and aims to remove the barrier of traditional on-campus learning by offering a flexible online format. # Visual style The ad features a clean, corporate design with a simple color palette of maroon, light gray, and light blue. It employs a grid layout to present information in a structured and easily digestible format. The illustration style is flat and graphic, lending a modern and somewhat sterile feel. The overall production quality is high, suggesting a professionally designed ad. The typography is clear and legible, ensuring scannability in a fast-moving feed. # Hooks Headline: Sustainable Investing # Funnel stage Middle of funnel (Consideration) # Pain points The pain point this ad addresses is the need for flexible and accessible education in sustainable investing. The course removes the barrier of traditional on-campus learning. # Value propositions - Learn about Sustainable Investing from home at your own pace - Affordable course at $1850 US # Benefits - Convenient online learning - Self-paced education # Features - 6 modules - 5 hours per module - Online - self-paced # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's point of view is present through the Harvard Business School Online logo and the course details, emphasizing the institution's credibility and the course's features. # Storyline - The ad begins by presenting the Harvard Business School Online logo and name to establish credibility and brand recognition. This is from the brand's perspective and serves to immediately associate the course with a prestigious institution. - Next, the ad highlights the course's title, "Sustainable Investing," along with its designation as a "Certificate Course." This is from the brand's perspective, informing the audience of the course's subject and academic credentials. - Then, the ad lists key features of the course, including the number of modules (6), the estimated time per module (5 hours), the price ($1850 US), and its online, self-paced format. This is from the brand's perspective and serves to showcase the practicality and value of the course. - Finally, the ad uses a background visual of industrial structures and currency symbols to contextualize the course's focus on investment and sustainability. This is from a visual storytelling perspective and ties the course content to real-world economic and environmental issues.

# Ad summary This ad is for a Harvard Business School Online certificate course for sustainable investing. The ad highlights the course's key features and provides a visual representation of the course's subject matter. # Brand positioning Harvard Business School Online is positioned as a reputable and prestigious institution offering online business education. The brand aims to occupy the space of accessible high-quality business education. The values associated with the brand are academic excellence, career advancement, and flexibility through online learning. Harvard Business School Online likely aims to serve professionals seeking career growth or a competitive edge. The brand positioning is primarily functional, focusing on delivering a valuable education that enhances career prospects. # Product The product being advertised is an On-Demand Certificate Course in Sustainable Investing offered by Harvard Business School Online. This course consists of 6 modules, requiring 5 hours per module, and is self-paced. The course is likely for professionals or individuals interested in learning about sustainable investment strategies and practices. The ad highlights the course's key features, such as its modular structure, time commitment per module, and self-paced nature. This format addresses potential purchase barriers by offering flexibility and convenience to those with busy schedules. # Visual style The ad has a clean and professional design. The ad uses a light background with dark text. The use of icons to represent key features gives a modern look. The color scheme is consistent and not very colorful. The design seems to be influenced by infographics. # Hooks Headline: Sustainable Investing # Funnel stage Middle of funnel (Consideration) # Pain points The ad does not address any pain points. # Value propositions - On-Demand Certificate Course # Benefits - Flexible online learning - Learn about sustainable investing # Features - 6 modules - 5 hours per module - Online self-paced # Call to action None used. # Social proof - None used. # Point of view - Brand: This perspective is consistent throughout the image as the ad is providing information about the Harvard Business School Online and its certificate course. The content is presented from the brand's viewpoint to inform potential customers about its offering. # Storyline - The ad opens with the Harvard Business School Online logo, immediately establishing credibility and association with a prestigious institution. This assures the viewer that the offering is of high quality. The brand is communicating this point of view. - The headline, 'Sustainable Investing' is presented, and tells the viewer the subject of the certificate course. The brand is presenting this information to attract viewers interested in the topic. - Key details about the course are given: '6 modules', '$1,850', '5 hours per module', and 'Online self-paced'. These details emphasize the course's structure, cost, time commitment, and flexibility, to inform the viewer what the program entails. The brand is speaking from its own perspective in explaining these features. - A visual of industrial facilities with currency symbols above them introduces a symbolic illustration of where sustainable investment can be allocated. This visual element complements the course's title, reinforcing the subject. The illustration is from the brand.

# Ad summary This ad for Harvard Business School Online features an interview with Andrew Gilchrist of Egon Zehnder, who shares a story about the Arab Spring to illustrate the importance of global business awareness. It emphasizes how business leaders respond to and navigate complex situations. # Brand positioning Harvard Business School Online aims to occupy the space of premier online business education. The brand promotes the values of real-world application and cutting-edge knowledge, appealing to professionals seeking to enhance their understanding of global business dynamics and leadership. It positions itself as a provider of practical learning, emphasizing critical decision-making skills in challenging environments. # Product Harvard Business School Online offers various online business courses, with a focus on global business strategy and leadership. The courses are designed for professionals seeking to deepen their understanding of complex, real-world business scenarios. The ad emphasizes how the program equips leaders to make difficult decisions under pressure and navigate global dynamics. It implicitly targets individuals looking to enhance their strategic thinking and leadership skills through a respected academic institution. # Visual style The ad combines polished interview footage with grainy, almost surveillance-style visuals reminiscent of news coverage. The editing style includes quick cuts, particularly when transitioning to the historical footage, contrasting with the static shots of the interviewee. Pacing accelerates during historical imagery (riot, communication etc.) and slows for expert address and closing text screens. It has a hybrid feel, blending professional interview quality with raw, documentary-style inserts to create a serious and reflective tone. # Hooks Spoken: 00:00–00:02 Doing the Arab Spring rights in Cairo. Text overlay: 00:00–00:03 ANDREW GILCHRIST / 00:00–00:03 EGON ZEHNDER Visual: 00:00–00:03 Andrew Gilchrist is centered in the frame from the chest up, wearing a light blue dress shirt and a pink patterned tie. He is fair-skinned, middle-aged, and has short blonde hair. He's wearing glasses. He's sitting in a dark wooden paneled room with a lamp and green plants in the background. Lower third displays his name and title: "Andrew Gilchrist, Egon Zehnder." # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of being unprepared to make critical business decisions in complex global situations. It references the question, "What do you do?", suggesting uncertainty and the need for strategic skills to navigate such scenarios. # Value propositions - Equips leaders to make difficult decisions - Enhances strategic thinking - Improves decision-making skills # Benefits - Deepen understanding of complex situations - Enhance strategic thinking - Improve decision-making skills - Navigate global dynamics # Features - Online courses - Global business focus - Real-world business scenarios # Call to action None used. # Point of view - Expert 80% – The majority of the video is told from the perspective of a business expert sharing an anecdote to illustrate a key concept. - Brand 20% – The brand perspective is communicated through the Harvard Business School Online logo, visuals of the campus, and closing value statements. # Storyline - 00:00–00:02 00:00–00:02 The ad begins with Andrew Gilchrist introducing his experience and background. - 00:02–00:10 00:02–00:10 He recounts an experience during the Arab Spring in Cairo, noting how students used mobile phones to communicate, which changed the dynamic of the situation. - 00:10–00:17 00:10–00:17 The narrative pivots to Vodafone providing the network infrastructure during this period, and the government's subsequent request to shut it down. - 00:17–00:22 00:17–00:22 The story climaxes with the question of what one should do in such a situation, prompting viewers to consider complex business decisions. - 00:22–00:29 00:22–00:29 The ad transitions to promotional content for Harvard Business School Online, emphasizing the themes of real people, real business, and real learning.