Brand Strategy: Defining User Experience
Benchmarking and Positioning
A course by John Williamson , Designer and Creative Director
Joined April 2010
Joined April 2010
About the video: Benchmarking and Positioning
Overview
“The art of branding is knowing how to fit in a sector and at the same time stand out. In this lesson, we’ll discover how benchmarking and positioning complement each other and allow your brand to stand out and be chosen. ”
In this video lesson John Williamson addresses the topic: Benchmarking and Positioning, which is part of the Domestika online course: Brand Strategy: Defining User Experience. Learn how to build an engaging brand that satisfies both business needs and user experience.
Partial transcription of the video
“Benchmarking and Positioning The art of branding is knowing how to fit in and at the same time stand out in your sector. In this next lesson, we'll learn how benchmarking and positioning can help us do just this and they complement each other. Let's take a look. What is Benchmarking and Positioning? What is benchmarking and positioning? Why are these together? Why are we considering benchmarking and positioning at the same time? Branding really is the art of knowing how to fit in and how to stand out at the same time, and by this I mean that a brand fits into its sector, but to be chosen, i...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Brand Strategy: Defining User Experience
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Category
Design, Marketing & Business -
Areas
Brand Strategy, Branding & Identity, Creative Consulting, Marketing
John Williamson
A course by John Williamson
John Williamson is the founder, owner, and creative director of Agencia YOU, a user-centered branding consultancy in Madrid, Spain. His professional experience spans over 20 years and specializes in digital design. John’s main focus is strategy and design solutions for brands, for which he has received awards such as ID Magazine’s Interactive Design Award.
John has worked with brands such as McDonald’s, IKEA, Carrefour, and Heinz, among others. In 2016, he launched Brand The Gap, a Madrid-based branding community that hosts monthly events focused on exploring new branding trends and ideas. John also teaches advertising communication at Carlos III University of Madrid and has taught at IED Madrid and WholeSocial-IAB.
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- 15 lessons (2h 52m)
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- Level: Beginner
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