The Brand Equation
What you’ll learn
Learning the role of story in branding and marketing
Understanding the principle tools of brand storytelling
Considering the ethical implications of brand storytelling
Ability to create their own brand stories
Requirements
All experience levels welcome
Description
BRAND = PRODUCT + STORYAn introduction to storytelling for businesses, entrepreneurs and other marketers“The first rule of brand storytelling is…it’s not your story.” ~ Damien WalterWe all know that telling a great story is one of the best ways to build a thriving business.But what is a story? And how do we use them to create powerful brands?Based on 10 years of academic research The Brand Equation introduces unique insights into brand storytelling for marketers of all kinds. Part One explores the Brand Equation, a simple and direct way to understand the power of storytelling in marketing. Part Two explores the 7 parts of powerful storytelling and how they apply to businesses of all sizes.Damien Walter is an expert in the art of story. He writes for world class media brands including The Guardian, BBC, and Wired. He teaches The Rhetoric of Story to over 40,000 students worldwide, and consults for businesses in technology, healthcore, finance and digital media to help them tell great stories.1.”Your brand is a story unfolding across all customer touch points.” -Jonah Sachs2. “Products are made in a factory,but brands are created in the mind.”-Walter Landor3. “A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is.” – Scott Cook4. “Branding is the art of differentiation” -David Brier5. “Positioning is finding the right parking space inside the consumer’s mind and going for it before someone else takes it.” -Laura Busche6. “Every interaction in any form, is branding.” -Seth Godin
Overview
Section 1: Part One – The Brand Equation
Lecture 1 The Brand Equation
Lecture 2 What is brand storytelling?
Lecture 3 Peter Thiel’s 3 kinds of business
Lecture 4 Brand = Product + ?
Lecture 5 The First Rule
Lecture 6 How brands lie
Lecture 7 The marketing warhead
Section 2: Part Two – How To Build A Story Bomb
Lecture 8 Change – Coke is America
Lecture 9 Self – Apple and the creator class
Lecture 10 Other – Sex does not sell
Lecture 11 Conflict – the power of outrage
Lecture 12 Events & Structure – 4 contemporary marketing strategies
Lecture 13 Emotion – Just do it
Lecture 14 Question & Answer
Businesses, entrepreneurs and individuals who want to understand brand storytelling
Course Information:
Udemy | English | 1h 33m | 1.96 GB
Created by: Damien Walter
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