Writing Techniques: Define Your Brand
Influences
A course by Pancho González , Advertising Specialist
About the video: Influences
Overview
“Next, I am going to share my influences, which are in line with what I aspire to create as an advertising creative in order to contribute to achieving a better society. Keeping these references in mind when we are writing for a brand will give us inspiration to build its story in the next stage of the project.”
In this video lesson Pancho González addresses the topic: Influences, which is part of the Domestika online course: Writing Techniques: Define Your Brand. Learn how to create a story that defines and communicates powerful, positive brand values and actions.
Partial transcription of the video
“influences The first influence is called "Homeless Account" or checkbook or bank account for people who are homeless people who sleep on the street essentially, and was created by the HSBC bank in England. It is a case that moves me, because basically it is how to get people who are outside the banking system, through bank accounts, having a checkbook, having a credit card, for people who are homeless. When a brand like this bank is able to do that, they decide to structure their narrative discourse and they do it with a focus on social impact. I know you can write for anything you can writ...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Writing Techniques: Define Your Brand
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Category
Marketing & Business -
Areas
Advertising, Branding & Identity, Communication, Copywriting, Narrative, Storytelling, Writing
Pancho González
A course by Pancho González
With more than 20 years' experience in advertising under his belt, Pancho González is the cofounder and creative director of the Inbrax agency, as well as director and VP of IAB Chile. He was named one of the Top 25 Creative Directors 2021 and Top 100 Creative Leaders 2021 by Creativepool, London.
A panel member for some of the biggest advertising festivals in the world, on his own shelves you'll find more than 170 renowned national and international awards such as Cannes, ADC, New York Festivals, FIAP, Webby Awards, Ojo de Iberoamérica, and Grand Effie, to name just a few.
- 100% positive reviews (10)
- 439 students
- 12 lessons (2h 23m)
- 24 additional resources (10 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
