Brand Psychology: Branding With Product Development

Brand Psychology: Branding With Product Development

DURATION
00:57:40

Description

This course, with illustrative graphics and animations for an immersive experience, addresses the biggest challenge in marketing: how can I pull people towards my brand by creating that visceral feel of 'I really want and need this brand in my life'?

It's very difficult. But entirely possible.

In my 20-year career spanning insights, branding and communication, and working with Fortune 500 and emerging brands in various global markets, I learned that consumer purchase decisions are never swayed solely with info on tech, quality and performance. Never. Ever.

Brands win by psychologically ‘framing’ the product and brand experience, brands win by touching people emotionally.

In this course I am sharing two decades worth of experience accumulated via hundreds of projects that I designed and led for leading brands from companies such as Unilever, Coca-Cola, Adidas, Ford, L'Oreal, Tencent, Bacardi, Colgate, Mattel, and many others.

With this program, you can save yourself the expense of one (or even several) university degrees in advanced insights techniques and branding & communication psychology - the knowledge, examples and inspiration you gain here have been distilled to the essence of what really matters at each critical step, drawing from numerous real life business cases and market & branding success stories.

This course is divided into 4 sections:

Important overview of how brands often fail to connect with fundamental emotional needs
Specific kind of customer insights you need for crafting a brand narrative that commands powerful emotional impact, making it feel personally relevant to people's lives
How to actually apply insights: with examples from my experience, we'll construct a sharp articulation angle for a Brand Narrative to elicit a specific emotional reactionin the customer
Taking brand narrative into persuasive creative communication: using dramatic storytelling, we craft a story that captivates emotionally. We define the Role of the Brand in that story, and we explore creative ways of marketing the story to create loyal fans and committed customers

Basic knowledge

This program is for all Marketing, Branding, Communication as well as Insights specialists, from beginner to highly experienced
It is of value to anyone in the business of branding and persuasion, and who wants to make their (or their client's) brand powerful and irresistible, across product & service categories
The only thing your should bring along is a determination to become an outstanding brand story & communication specialist with the rare skills of really tapping into people's emotional needs

What will you learn

You will learn and/or sharpen your skills in:

Decoding People's real Psychological & Emotional Needs
Creating a Brand Story that Persuades Emotionally
Controlling the Emotional Impact of your Communication
Turning People into committed Fans and Loyal Customers
...and your will, as an additional benefit, stop wasting money on the wrong kind of advertising, influencer or constant discounting.

Course Curriculum

Successful Brands address specific Emotional Needs

Introduction 
Why Brands Fail 
What People Really Need (is not always what they say they want)

Critical Insights – Emotional Frames and Per

Insights: Consumers' Emotional Frames & Psycho-dynamic Relationships
Insights: Impact of People's Own Narratives on Navigating their Lives

Create Effective Brand Narrative – How to

Creating a Sharp Thematic Angle for a Compelling Brand Experience
Protecting Brand Narrative Consistency in the Celeb & Influencer Age

Communication Psychology – How to Pull 

Creating an Irresistible Story for an Irresistible Brand Experience
Deploying the "Emotional Pull" Power of Dramatic Brand Storytelling
Growing Your Fans and loyal Customers via the Brand's ‘Must See’ Story