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This course, with illustrative graphics and animations for an immersive experience, addresses the biggest challenge in marketing: how can I pull people towards my brand by creating that visceral feel of 'I really want and need this brand in my life'?
It's very difficult. But entirely possible.
In my 20-year career spanning insights, branding and communication, and working with Fortune 500 and emerging brands in various global markets, I learned that consumer purchase decisions are never swayed solely with info on tech, quality and performance. Never. Ever.
Brands win by psychologically ‘framing’ the product and brand experience, brands win by touching people emotionally.
In this course I am sharing two decades worth of experience accumulated via hundreds of projects that I designed and led for leading brands from companies such as Unilever, Coca-Cola, Adidas, Ford, L'Oreal, Tencent, Bacardi, Colgate, Mattel, and many others.
With this program, you can save yourself the expense of one (or even several) university degrees in advanced insights techniques and branding & communication psychology - the knowledge, examples and inspiration you gain here have been distilled to the essence of what really matters at each critical step, drawing from numerous real life business cases and market & branding success stories.
This course is divided into 4 sections:
Important overview of how brands often fail to connect with fundamental emotional needs
Specific kind of customer insights you need for crafting a brand narrative that commands powerful emotional impact, making it feel personally relevant to people's lives
How to actually apply insights: with examples from my experience, we'll construct a sharp articulation angle for a Brand Narrative to elicit a specific emotional reactionin the customer
Taking brand narrative into persuasive creative communication: using dramatic storytelling, we craft a story that captivates emotionally. We define the Role of the Brand in that story, and we explore creative ways of marketing the story to create loyal fans and committed customers
This program is for all Marketing, Branding, Communication as well as Insights specialists, from beginner to highly experienced
It is of value to anyone in the business of branding and persuasion, and who wants to make their (or their client's) brand powerful and irresistible, across product & service categories
The only thing your should bring along is a determination to become an outstanding brand story & communication specialist with the rare skills of really tapping into people's emotional needs
What will you learn
You will learn and/or sharpen your skills in:
Decoding People's real Psychological & Emotional Needs
Creating a Brand Story that Persuades Emotionally
Controlling the Emotional Impact of your Communication
Turning People into committed Fans and Loyal Customers
...and your will, as an additional benefit, stop wasting money on the wrong kind of advertising, influencer or constant discounting.
Successful Brands address specific Emotional Needs
Critical Insights – Emotional Frames and Personal Narratives
Create Effective Brand Narrative – How to Fuel Emotional Motivation
Communication Psychology – How to Pull instead of Push
Who is this course for?
Branding / Communication / Insights & Marketing Specialists. From beginner to highly experienced. Anyone in the business of branding and persuasion.
Anyone who wants to make their (or their client's) brand powerful and irresistible, in any product & service category.
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This course is advertised on reed.co.uk by the Course Provider, whose terms and conditions apply. Purchases are made directly from the Course Provider, and as such, content and materials are supplied by the Course Provider directly. Reed is acting as agent and not reseller in relation to this course. Reed's only responsibility is to facilitate your payment for the course. It is your responsibility to review and agree to the Course Provider's terms and conditions and satisfy yourself as to the suitability of the course you intend to purchase. Reed will not have any responsibility for the content of the course and/or associated materials.