Introduction to Brand Strategy
The importance of the strategic design of a brand focused on the user
A course by Alejandro Pascalis , Brand Strategist
Joined August 2017
Joined August 2017
About the video: The importance of the strategic design of a brand focused on the user
Overview
“In this lesson we will delve into the importance of not only defining a brand at an aesthetic level, but also a strategic one, finding the reason for its existence and the problem it solves, with the aim of connecting with people at a sensory and emotional level. We will review the most relevant parts that make up a brand beyond just the logo and present examples to help us better understand this point.”
In this video lesson Alejandro Pascalis addresses the topic: The importance of the strategic design of a brand focused on the user, which is part of the Domestika online course: Introduction to Brand Strategy. Learn the method to create strategic solutions based solely on the final user.
Partial transcription of the video
“To open your unit... What we're going to do first is understand what a brand is. For this. i need us to standardize both what you understand by a brand and what I understand by a brand. lesson 1. we are going to understand why strategic brand design focused on the user is important. What this mean when the user is at the center of everything the brand signifies? For example. if I asked you. what do you think your best friends would say about you? Do you think they would say... the clothes you wear or the physical features of your face or just what is visible or perceived visually? I doubt t...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Introduction to Brand Strategy
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Category
Design, Marketing & Business -
Software
Adobe Illustrator, Adobe Photoshop -
Areas
Brand Strategy, Branding & Identity, Communication, Creative Consulting, Logo Design, Marketing, Naming
Alejandro Pascalis
A course by Alejandro Pascalis
Alejandro is a Brand Strategist by trade—and a Graphic Design graduate—with more than 10 years of experience, focused on understanding the relationship that exists between brands and people.
In 2012 he co-founded the agency The Branding People and after that the influencer marketing agency Hive, with which he has worked with Saba, All Saints, and Le Coq Sportif. In 2017 he joined the innovation consultancy Insitumnow called Fjord, where h led the Brand Strategy and New Product Development area working in projects for Uber, American Express, and various brands within the PepsiCo group.
Currently, Alejandro works helping brands and companies to focus their resources on those opportunities where they can generate greater value. He directs them towards innovation initiatives that transcend through to their users, and towards brand development and identity.
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- 15 lessons (2h 45m)
- 26 additional resources (17 files)
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- Audio: Spanish, English, French, Indonesian, Italian, Portuguese, Romanian, Turkish
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- Level: Beginner
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Recommended software & tools for this course
Adobe Illustrator
Adobe PhotoshopCategory
Areas
