Frequently Asked Questions

The O.O.A.K.MASTERCLASS (ONE.OF.A.KIND Masterclass) is a six-chapter online program that helps creative leaders structure their thinking and build a clear, authentic brand strategy. It blends design and business insights, with case studies and tools drawn from INSEAD, advertising (WPP), entrepreneurship, and the furniture design industry.

It is designed for:

• CREATIVE LEADERS and DIRECTORS who want clarity in strategic work.
• ENTREPRENEURS in design, fashion, or luxury industries.
• CONSULTANTS and STRATEGISTS looking for a structured, design-driven approach.

The Masterclass is organised into six chapters:

1. WHAT do you do and how do you do it? Define your foundation.
2. WHY do you do it? Find your deeper purpose.
3. What makes you DIFFERENT? Uncover radical differentiation.
4. WHO are you here for? Build customer understanding.
5. What’s your PERSONALITY and what do you VALUE? Shape authentic personality.
6. What’s your brand STRATEGY? Pull it all together into a roadmap.

You will learn how to:

• Develop a unique brand strategy that is clear and actionable.
• Define a meaningful purpose and align with your “north star.”
• Create a distinctive identity that stands out.
• Build lasting customer relationships.
• Craft an authentic brand personality aligned with values.
• Tell a compelling brand story that inspires.

• 3+ hours of VIDEO CONTENT across six structured chapters.
• A 120-page illustrated JOURNAL with 25+ exercises and references
• 10 world-class CASE STUDIES showing brand strategy in action.
• INSIGHTS from Ulrike’s career across finance, advertising, entrepreneurship, and design.
  

Yes. Entrepreneurs use O.O.A.K.MASTERCLASS to create brand strategies that balance creativity with commercial viability, ensuring their businesses grow with a clear vision and structured plan.

• DESIGN + BUSINESS BLEND: Integrates creative practice with strategy frameworks
• CLARITY + STRUCTURE: Cuts through buzzwords and helps you think clearly.
• CROSS-DISCIPLINARY ROOTS: Draws from INSEAD research, WPP experience, entrepreneurship, and furniture design.
• PRACTICAL TOOLS: Includes a guided journal for real-time application.
  

Yes. Entrepreneurs use O.O.A.K.MASTERCLASS to create brand strategies that balance creativity with commercial viability, ensuring their businesses grow with a clear vision and structured plan.

• Feeling stuck in execution instead of strategic leadership.
• Struggling to connect creative vision with business clarity.
• Lacking a structured framework for making brand decisions.
• Needing a strategy that cuts through noise and inspires others.

The O.O.A.K.JOURNAL is a 120-page illustrated workbook that comes with the Masterclass. It helps you structure your thoughts, capture insights, and apply each chapter’s lessons to your own brand.

 It gives you a step-by-step structure for defining purpose, positioning, and differentiation; helping you avoid empty slogans and instead create a roadmap you can actually use.

The course integrates examples and case studies from furniture design, fashion, and creative entrepreneurship; industries where clarity and differentiation are critical for success.

Each chapter combines:

• Theory (branding principles, frameworks).
• Case studies (global brands, creative industries).
• Exercises (structured prompts in the O.O.A.K.JOURNAL).

It was created by Ulrike Hirtzberger, an international brand strategist with a background across finance and creative industries. She has worked with global corporations, agencies, and entrepreneurs, and is part of the INSEAD Global Executive MBA programme.

The course includes 3+ hours of video lessons plus exercises in the Journal. You can complete it at your own pace, but many participants spread it across several weeks to allow reflection.

 The Masterclass features 10 world-class case studies from industries such as advertising, luxury, and furniture design, showing how brand strategies are developed and applied in practice.

By completing the course, you will:

• Have a clear, structured brand strategy.
• Be able to communicate purpose and differentiation confidently.
• Gain tools to lead brand conversations at executive level.
• Align your creative and business goals for long-term impact.

 The Masterclass draws on academic insights from INSEAD (strategy, leadership, branding) and practical lessons from WPP advertising, where Ulrike gained experience in brand campaigns and strategy.

Yes. Consultants use it to sharpen their frameworks, strengthen client presentations, and add structured clarity to creative projects.

The final chapter shows how to turn your strategy into a compelling narrative: uniting purpose, identity, and personality into a story that inspires teams, customers, and investors.

 You can enroll at www.ooak.cc. The course is available online, self-paced, and includes lifetime access with free shipping of the O.O.A.K.JOURNAL.