Brand & Consumer Psychology Masterclass
Create Emotionally Persuasive Brand Story. Turn People into Loyal Customers. Decode People's Psychological & Emotional Needs. Start Brand Psychology Now!
- Self-paced with Life Time Access
- Certificate on Completion
- Access on Android and iOS App
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Brand Psychology: Branding with Product Development
This program, with illustrative graphics and animations for an immersive experience, addresses the biggest challenge brands face in today's brand-eroding e-commerce age: how can I (re-) build my brand's 'Emotional Equity' and activate an emotional need for my brand?
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’ product and brand experience, by creating a feeling of personal relevance.
Brands win by touching people emotionally.
In this program I share what I gained via hundreds of insights and brand communication projects that I carried out for companies including Unilever, Coca-Cola, Adidas, Ford, L'Oreal, Tencent, Pernod Ricard, Colgate, Bosch and many others. You will gain advanced understanding of psychological insights techniques that decode critical customer needs, how to align branding & communication with people's perceptions and emotions, and how to create a brand experience in an engaging and motivating way.
Here are the tools you need to become a top-flight branding specialist: the scientific knowledge and creative inspiration you gain here is distilled to the essence of what really matters at each critical step, conveyed in a seamless journey through the whole customer insights to final brand experience crafting process.
This course is divided into 4 sections:
- Reasons why and how brands fail to connect with people's fundamental emotional needs.
- Critical customer insights you need for crafting a brand narrative that commands powerful emotional impact and relevance.
- Applying insights: with examples from my experience, we'll construct a sharp articulation angle for a Brand Narrative to elicit a specific emotional response in the customer.
- Taking brand narrative into persuasive creative communication: using dramatic storytelling, we craft brand communication that captivates emotionally. We define the Role of the Brand, we explore creative ways of marketing the story to create loyal fans and comitted 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
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.
Brands fail when they don't fully understand their customers' emotional needs and therefore have no chance of connecting emotionally with people.
An overview of people's fundamental emotional needs, how they matter to a persuasive Brand Experience, and why a brand must address those at a deep, visceral level in order to be felt relevant and attractive.
Let's identify how people's perceptions form, how they 'see' things, and how those perceptoons impact their emotional experiences. Then, people's actual interaction with things and objects in their daily lives, and the emotional conflicts they may trigger. Because this is where brand story and experience comes in.
In this session we get clarity on how people navigate life via their own personal narratives, and how we can pinpoint potential roles of the Brand within target consumers' perceptions and feelings about their own life story, that is their Sense of Self.
Here we create a compelling Brand Narrative via an insights-based understanding of customer perceptions and emotional needs, with a unique ‘spin’ on articulation, important visual cues and a powerful brand story.
If you hire Celebs & Influencers, make them serve, protect and promote your carefully crafted Brand Experience instead of turning your brand into a 'slave' to meaningless Celebrity Worship.
Let's create an entertaining story based on key Insight Dimensions and the sharply crafted Brand Narrative – and define the Role of the Brand within the story so that it assumes 'ownership' of a carefully designed emotional experience.
Let's explore why dramatic storytelling carries unrivalled powers of emotional impact & persuasion via the psychological effect of 'narrative transportation' – and how it addresses important human needs at the same time, making it a wonderful vehicle for brand communication.
Marketing the Story: Effectively combining old school approaches with social media & digital channels to fuel anticipation and a sense of personal, tactile involvement.
Very interesting and detailed course. I learned a lot of things that I will be using to help my brand. Thank you for creating this.
This course is well thought out and provided a lot of information. I particularly liked that it provided the reasons behind the message. It filled in the gaps left from training received from other companies in the past.
