Introduction to Brand Strategy
Brand essence: Voice and form
A course by Alejandro Pascalis , Brand Strategist
Joined August 2017
Joined August 2017
About the video: Brand essence: Voice and form
Overview
“We will continue working on the model of Brand essence but in the area that bears the name Walking and Talking that I am sure will seem much more familiar to you, since it responds to the way how the brand is seen, spoken and behaved. However, the important thing is that this lesson works as a guide for you to discuss the model and define it together with your client; even before you start designing, especially with the aim of aligning their vision and the expectations that both have about the brand and the way in which it will materialize.”
In this video lesson Alejandro Pascalis addresses the topic: Brand essence: Voice and form, 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 2 Essence of the brand "Voice and Form" In this lesson we will move to the bottom of our model. In this part you will find the voice and the form. This refers to how we behave as a brand, how we speak as a brand and how we see ourselves as a brand. This part, as I said in the last lesson, It probably looks a lot more familiar to you. Are all these strategic decisions that generally you work independently when you design and develop brand identity materials. I generally know you wonder what kind of colors I have to wear, what should photography be like, what kind of structure, ...”
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
