Brand Strategy Specialization: Crafting User Experiences

Course summary

• M1: Getting Inspired

  • Introduction

  • Inspiration / Fabian Geyrhalter

  • Inspiration / Laura Busche

  • Inspiration / John Williamson

  • Inspiration / Jessie McGuire

  • Inspiration / John Williamson

• M2: Brand Positioning Strategies for Creatives

  • Gaining Brand Clarity

  • Brand Positioning: Take One

  • How to Stand Out

  • Becoming "The One"

  • Supporting Your Positioning

  • Defining the Brand Personality

  • Looking Ahead

  • The Final Positioning

  • The Brand DNA

  • What Really Needs to Be Changed?

  • How to Activate the New Brand

  • How to Gain Traction

• M3: Content Strategy: Build Your Brand from Scratch

  • Creating a Brand Manifesto

  • Brand Storyboard

  • Defining Your Audience Persona

  • Brand Positioning

  • Defining Your Brand’s Personality

  • Voice 1

  • Voice 2

  • Scripts and Scenarios

  • Prioritizing

  • Editorial Calendar

  • Systems

  • Content Playbook

• M4: Brand Strategy: Define the User Experience

  • We Know You Fold up Your Boarding Pass

  • What Is a Brand Route Map?

  • Key Elements for Defining Your Brand

  • Brand Sense and Soul

  • Audiences: Stakeholders and Research 1

  • Audiences: Stakeholders and Research 2

  • Benchmarking and Positioning

  • Brand Ecosystem

  • Personas and Their Customer Journey

  • Touchpoints and Customer Experience

  • Brand Route Map

  • Brand Route Map

  • Things to Bear in Mind

• M5: Brand Strategy: Drive Action Through Storytelling

  • Mindset: What Is a Brand?

  • Toolset: The Basics of Brand Building

  • Process: Brand Storytelling

  • Considering

  • Creating

  • Articulating

  • The Brand Blueprint

  • Presentation and Measuring Success

  • Brand Messaging and Beyond

• M6: Digital Strategy for Brands: Enhance the User Experience

  • What Is a Digital Brand Strategy?

  • Brand User Experience

  • Step 5: It’s All about the Channels

  • Step 6: It’s All about the Contents for Digital Channels

  • Meeting Our Case Study

  • Who Are You?

  • Who Are You Talking To?

  • What Are You Talking About?

  • Where Is the Brand Talking to Its Stakeholders?

  • Digital Channels

  • Digital Contents

  • Your Visual Digital Brand Strategy

  • Taking the Visual Digital Brand Strategy to the Next Level

  • Measuring, Marketing, and Ads

  • Tips for Your Brand Strategy

• Final project

  • Brand Strategy Specialization: Crafting User Experiences

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