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In this course, you will :
- Learn about his user-centered theory and put it into action.
- To take your brand to the next level, learn how to create an illustrated brand strategy using the seven steps of the Brand User Experience guide.
- explains what branding is and isn't, and then delves into why a new way of branding is required.
- Learn what a brand route map is and begin defining your brand by answering the key questions. Then, using John's case study, begin your first practical exercise.
- Learn how to use the brand pyramid method to make your brand stand out and define your brand's stakeholders.
- Learn how benchmarking and positioning work together, and then examine how your brand interacts with its stakeholders.
- Learn about brand ecosystems and how to build one for your company. Learn about buyer personas, their customer journeys, and the touchpoints of your brand.
- Learn how to create a brand route map to take your strategy to the next level.
- See how to put it into action by establishing key objectives and KPIs, and then hear John's final thoughts on change management.
Syllabus :
1. Strategies and Route Maps
- We Know You Fold up Your Boarding Pass
- What Is a Brand Route Map?
- Key Elements for Defining Your Brand
2. The Brand User Experience in 7 Steps
- Brand Sense and Soul
- Audiences: Stakeholders and Research
- Benchmarking and Positioning
- Brand Ecosystem
- Personas and Their Customer Journey
- Touchpoints and Customer Experience
- Brand Route Map
3. Taking the Brand Route Map to the Next Level
- Brand Route Map
- Things to Bear in Mind
