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Branding Fundamentals
Introduction
What to expect (2:40)
Advertising & Media Fundamentals
Paid
Owned
Earned
How Branding Works
Human Psychology
Reach & Frequency
The Marketing "funnel"
Customer Insights
Consumer Research
Audience Segmentation
Tensions & Cultural Fuel
Defining your Brand
Archetypes & Icons
Competitive Differentiation
Authenticity & Resonance
Writing “The Brief”
Video Template (3:33)
Brand Voice & Guidelines
Example Template (3:23)
Real-world Examples
Before & After (4:25)
Human Psychology
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