People-centered marketing strategies: Connect with your audience
What you communicate vs. what people think
A course by Santiago Gutiérrez Martínez , Marketing Strategist
Joined January 2025
Joined January 2025
About the video: What you communicate vs. what people think
Overview
“I will teach you how to formulate, measure, and capitalize on positioning maps to identify the most relevant brand territory within your categories. ”
In this video lesson Santiago Gutiérrez Martínez addresses the topic: What you communicate vs. what people think, which is part of the Domestika online course: People-centered marketing strategies: Connect with your audience. Learn empathetic marketing strategies to connect with your audience and strengthen the brand-consumer relationship..
Partial transcription of the video
“In this lesson. we face two challenges. The first is. how can we evaluate the Human Centric Marketing strategies of the category? And the second. where can I extract the data to identify the strategic deployment they are developing? Let's begin with the initial challenge. Use an effective methodology to comprehend the people-centered marketing strategies of my competitors. This approach will help us gain insights into their strategic deployment. For that. i want to introduce you to a fantastic tool known as positioning maps. by the way. It's incredibly Do you remember the Cartesian axes we ...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: People-centered marketing strategies: Connect with your audience
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Category
Marketing & Business -
Areas
Brand Strategy, Communication, Content Marketing, Marketing
Santiago Gutiérrez Martínez
A course by Santiago Gutiérrez Martínez
Santiago Gutiérrez Martínez is a strategic marketing specialist and co-founder of La Marcadería, an agency with a presence in more than 12 countries that has collaborated with brands such as the United Nations, Porsche, LATAM Airlines, and PlayGround. With a PhD in Strategic Communication from the Autonomous University of Barcelona, graduating with honors (Cum Laude), he has dedicated his career to demonstrating the power of values as a driving force for connecting brands and people.
Convinced that marketing can be an instrument of change, he promotes Human-Centric Marketing, a methodology that combines empathy, analysis, and purpose to create more human, profitable, and relevant strategies. In addition to running his agency, Santiago is a TEDx speaker and a visiting professor at universities in Colombia, Mexico, Venezuela, and Guatemala, where he inspires others to build brands that not only sell but also leave a lasting impact.
- 35 students
- 14 lessons (3h 15m)
- 18 additional resources (6 files)
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- Audio: Spanish, German, English, French, Indonesian, Italian, Dutch, Polish, Portuguese, Romanian, Turkish
- Spanish · English · Portuguese · German · French · Italian · Polish · Dutch · Turkish · Romanian · Indonesian
- Level: Beginner
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