Introduction to Brand Strategy
Understanding of our user
A course by Alejandro Pascalis , Brand Strategist
Joined August 2017
Joined August 2017
About the video: Understanding of our user
Overview
“At the center of the strategy must be the user, so understanding it is essential if we want to build a powerful and attractive brand. Using the Value Proposition , specifically the part that corresponds to User Profile , I will teach you how to detect and materialize jobs to be done or tasks that the user seeks to solve, the pains or fears that prevent them from achieving it and the most relevant gains or benefits that the user is seeking to obtain, all with the aim of being able define the value proposition of the brand.”
In this video lesson Alejandro Pascalis addresses the topic: Understanding of our 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
“In this lesson. what we are going to do is decipher the user profile. Why is it important to decipher the user profile? Because it will allow us to understand. first of all. that we are not the user. It will also allow you to create a product or service based on the user's needs and context. not necessarily your own. This approach ensures not only reaching the right product or service but also effectively communicating it at the right place and time. user profile is crucial for this alignment. with the correct message. To facilitate this process. there is a value proposition model. This mod...”
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
