It's time to create your brand strategy

Contents

• Introduction Introduction

  • Defining your distinctive brand strategy

    1m 25s
  • Explore the foundations of brand strategy

    3m
• 1. Frame Your Brand Strategy: Starting with Customer and Market Research 1. Frame Your Brand Strategy: Starting with Customer and Market Research

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    How to build your strategy: A customer research focus

    3m 54s
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    Forming a strategy through strong customer interviews

    1m 59s
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    Leveraging customer research to develop a customer profile

    3m 8s
• 2. Develop Your Brand Promise: Building a Unique Position 2. Develop Your Brand Promise: Building a Unique Position

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    Discovering your unique brand value to build a strategy

    4m 10s
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    Creating a customer benefit ladder: Deliver connection

    4m 37s
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    Bringing it together: Write your brand positioning statement

    1m 56s
• 3. Define Your Brand Character: Articulating Brand Value 3. Define Your Brand Character: Articulating Brand Value

  • Identifying your brand character: Select an archetype

    4m 47s
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    Describing your brand character: Hone brand personality

    2m 57s
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    Fleshing out your brand: Define brand edges

    3m 10s
• 4. Activate Your Brand Strategy: Connecting with Customers 4. Activate Your Brand Strategy: Connecting with Customers

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    Tailoring the customer journey: Nurture down the funnel

    3m 40s
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    Planning creative: Write creative briefs to execute strategy

    2m 25s
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    Evaluating creative: A framework to assess your creative brief

    2m 27s
• 5. Refine Your Brand Strategy: Influencing the Customer Experience 5. Refine Your Brand Strategy: Influencing the Customer Experience

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    Using the four Ps framework to refine your brand strategy

    6m 27s
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    Using the start, stop, and continue framework

    3m 32s
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    It's time to create your brand strategy

    43s