Creativity for Advertising: Generate Strong Concepts from Scratch
What is a brand?
A course by Alina Alvarez Etchegaray , Creative Director for Advertising
Joined March 2016
Joined March 2016
About the video: What is a brand?
Overview
“During this lesson, I will explain what a brand is, the different elements that make it up, and its importance for companies. ”
In this video lesson Alina Alvarez Etchegaray addresses the topic: What is a brand?, which is part of the Domestika online course: Creativity for Advertising: Generate Strong Concepts from Scratch. Explore the ins and outs of the advertising industry and learn to develop strong concepts and creative proposals that impact your audience.
Partial transcription of the video
“What is a brand? We already talked about the agencies, creative teams and the people who make them up. Something these agencies have in common is that they work with brands. We will talk a little about what a brand is and how it is created. A brand is a set of identifiers that distinguishes a product from the rest. Imagine that, for example, you go to a supermarket and you see a series of refreshments, all white that do not bring any name, You wouldn't know how to choose, because you don't know which one you like, because you don't know which one you usually consume. The brand helps you ide...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Creativity for Advertising: Generate Strong Concepts from Scratch
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Category
Marketing & Business -
Areas
Advertising, Content Marketing, Marketing, Social Media
Alina Alvarez Etchegaray
A course by Alina Alvarez Etchegaray
Alina Álvarez Echegaray is a creative advertising director from Mexico. She has worked on a wide range of projects and with various agencies, from traditional advertising like television, radio, and out-of-home, to events, activations, and, above all, online advertising. She is currently creative director at a start-up, building brands with a modern outlook.
Throughout her career in the advertising industry, she has collaborated with big-name brands including Samsung, Luuna, Heineken, adidas, Doritos, MINI, Novartis, Oreo, Ritz, Moët Chandon, 7up, Aspirina, and Salesforce. She has been recognized with awards such as ASPID and IAB Mixx as well as participated as part of the judges panel for Círculo de Oro, Círculo de Creativos de México, and Young Lions. She has also given talks at a number of universities and companies across Mexico.
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