Brand Strategy: User-Centered Creativity
User Personas
A course by Gabriela Sialer , Anthropologist and Marketing Strategist
About the video: User Personas
Overview
“Based on ethnography, if your "target" were a human being walking through the door in front of you, who would it be? How would it be?”
In this video lesson Gabriela Sialer addresses the topic: User Personas, which is part of the Domestika online course: Brand Strategy: User-Centered Creativity. Learn to develop creative strategies based on fieldwork and research about user trends.
Partial transcription of the video
“User person From this lesson, I will show you how to ground and condense the findings of your fieldwork. We begin to map our strategy from the user persona. What is the user persona? The user profile of a brand or category defined with all its characteristics, not only demographic, but also psychological and cultural. Traditionally it was known as target. But let's remember that the words we use are loaded of symbolic meanings that in the world of marketing and advertising they can be a bit aggressive. So let's try to rethink these terms. Let's call it a community of users instead of a targ...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Brand Strategy: User-Centered Creativity
-
Category
Marketing & Business -
Areas
Brand Strategy, Branding & Identity, Creative Consulting, Marketing
Gabriela Sialer
A course by Gabriela Sialer
Gabriela Sialer defines herself as an anthropologist by training and a publicist by reframing. Specializing in market research and advertising planning, in 2018 she founded Adthropologist, a commercial ethnography and brand strategy boutique.
Through Adthropologist, she has worked with leading network and independent creative agencies, as well as brands from different sectors, ranging from real estate to an iconic soft drink, on international collaborations. Since 2021, the agency is also present in Mexico and Peru.
- 100% positive reviews (10)
- 447 students
- 13 lessons (1h 53m)
- 23 additional resources (11 files)
- Online and at your own pace
- Available on the app
- Audio: Spanish
- Spanish · English · Portuguese · German · French · Italian · Polish · Dutch
- Level: Beginner
- Unlimited access forever
