Create a Brand Strategy

Course Curriculum

Chapter 1: Frame Your Brand Strategy : Starting with Customer and Market Research

Lecture 1: Defining your distinctive brand strategy

Lecture 2: 1 .1 How to build your strategy A customer researc

Lecture 3: 1.2 Forming a strategy through strong customer int

Lecture 4: 1.3 Leveraging customer research to develop a cust

Chapter 2: Develop Yoru Brand Promise. Building a Unique Position

Lecture 1: 2.1 Discovering your unique brand value to build a

Lecture 2: 2.2 Creating a customer benefit ladder Deliver con

Lecture 3: 2.3 Bringing it together Write your brand position

Chapter 3: Define Your Brand Character. Articulating Brand Value

Lecture 1: 3.1 Identifying your brand character Select an arc

Lecture 2: 3.2 Describing your brand character Hone brand per

Lecture 3: 3.3 Fleshing out your brand Define brand edges

Chapter 4: 4. Bölüm Activate Your Brand Strategy. Connecting with Customer.

Lecture 1: 4.1 Tailoring the customer journey Nurture down th

Lecture 2: 4.2 Planning creative Write creative briefs to exe

Lecture 3: 4.3 Evaluating creative A framework to assess your

Chapter 5: Refine Your Brand Strategy influencing the Customer Experience

Lecture 1: 5.1 Using the four Ps framework to refine your bra

Lecture 2: 5.2 Using the start, stop, and continue framework

Lecture 3: 5.3 It's time to create your brand strategy

Chapter 6: Getting into the marketing Mindset

Lecture 1: Think like a marketer 1.1

Lecture 2: The role of a marketer 1.2

Lecture 3: B2B vs. B2C marketing 1.3

Lecture 4: B2B vs. B2C experiences 1.4

Lecture 5: The five types of marketers 1.5

Lecture 6: The role of design in marketing 1.6

Lecture 7: DIY design in marketing 1.7

Lecture 8: What is a marketing campaign 1.8

Lecture 9: Speak like a marketer 1.9

Lecture 10: Challenge Marketing terms pop quiz 1.10

Lecture 11: Solution Marketing terms pop quiz 1.11

Chapter 7: Understanding the World of marketing Strategy

Lecture 1: Inbound vs. outbound marketing 2.1

Lecture 2: Content marketing 2.2

Lecture 3: Social media marketing 2.3

Lecture 4: Search engine optimization (SEO) 2.4

Lecture 5: Paid marketing 2.5

Lecture 6: Account-based marketing (ABM) 2.6

Lecture 7: Email marketing 2.7

Lecture 8: Earned media and PR 2.8

Lecture 9: Challenge What strategy would you choose 2.9

Lecture 10: Solution What strategy would you choose 2.10

Chapter 8: Building Your Marketing Campaign

Lecture 1: Laying a foundation for marketing campaigns 3.1

Lecture 2: Creating SMART goals for marketing 3.2

Lecture 3: Creating a content strategy roadmap 3.3

Lecture 4: Visual language design for marketing campaigns 3.4

Lecture 5: Realizing the potential of your marketing campaign 3.5 mov

Lecture 6: Thank you 3.6

Chapter 9: Building Message Architecture

Lecture 1: Creating a message that resonates 1.1

Lecture 2: Assembling a group of messages 1.2

Lecture 3: Testing messages qualitatively 1.3

Lecture 4: Testing messages quantitatively 2 1.4

Chapter 10: Creating Compelling Stories

Lecture 1: Architecting storylines 2.1

Lecture 2: Making your customer the hero 2.2

Lecture 3: Making your employees the heroes 2.3

Lecture 4: Using persuasive techniques 2.4

Lecture 5: Experimenting with story formats 2.5

Chapter 11: Creating Effective Thought Leadership

Lecture 1: Choosing thought leadership topics 3.1

Lecture 2: Covering thought leadership topics well 3.2

Lecture 3: Answering the So what question 3.3

Lecture 4: Borrowing techniques from instructional design 3.4

Lecture 5: Experimenting with thought leadership formats 3.5

Chapter 12: Growing and Engaging Your Audience

Lecture 1: Growing your email list 4.1

Lecture 2: Finding look-alike audiences 4.2

Lecture 3: Improving your content SEO 4.3

Lecture 4: Expanding your content distribution 4.4

Chapter 13: Personalizing Content Experiences

Lecture 1: Understanding elements of content personalization 5.1

Lecture 2: Personalizing for content discovery 5.2

Lecture 3: Personalizing for content engagement 5.3

Lecture 4: Creating personalized wow moments 5.4

Chapter 14: Scaling Content Marketing Operations

Lecture 1: Managing a content marketing team 6.1

Lecture 2: Using advanced content technology 6.2

Lecture 3: Maturing content roles 6.3

Lecture 4: Reusing and repackaging content 6.4

Lecture 5: Establishing global content marketing 6.5

Lecture 6: Creating a content supply chain 6.6

Chapter 15: Assessing Content Marketing

Lecture 1: Evaluating content marketing impact 7.1

Lecture 2: Using content optimization testing 7.2

Lecture 3: Calculating content marketing ROI 7.3

Chapter 16: Find Your Business Strategy

Lecture 1: Knowing who you are 1.1

Lecture 2: Defining your narrative statement 1.2

Lecture 3: Identifying emotional needs 1.3

Lecture 4: Create your value statement 1.4

Chapter 17: Define Your Target Customers

Lecture 1: Identifying customer groups 2.1

Lecture 2: Creating a customer persona 2.2

Lecture 3: Measuring customer lifetime value 2.3

Lecture 4: Quantifying customer loyalty 2.4

Chapter 18: Research Find What Your Customers Want