Introduction to Brand Strategy
Brand essence: Head and heart
A course by Alejandro Pascalis , Brand Strategist
Joined August 2017
Joined August 2017
About the video: Brand essence: Head and heart
Overview
“I will begin this Unit by sharing a model that allows you to understand the toughest and most emotional essence of the brand, in order to respond and define as a team with your client three areas that support the brand; which are the vision , the values and the beliefs of it. ”
In this video lesson Alejandro Pascalis addresses the topic: Brand essence: Head and heart, 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
“Unit 4 Lesson 1 Essence of the brand "Head and Heart" In this unit we will begin to give it shape, voice, tone, and we will work with concepts that you are most familiar with. Concepts that you already know or that you work every day, for example, what a brand looks like. The plastic, aesthetic, visual definition that makes up a brand. In this unit we will work three parts. First we will understand the reason for the brand and then we will understand how it looks, how it talks and how the brand behaves and finally we will give it a name. The importance of this unit is in aligning customer e...”
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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Adobe Illustrator
Adobe Photoshop
