- Now we're going to take a giant step back.…We're going to zoom out and we're going to think about…how our brand strategy can influence our business…in ways beyond how we traditionally think of brand.…How can we allow our brand to imbue…everything that we do, all of the decisions that we make,…big and small?…My favorite way to zoom out…to allow brand to inform the whole business…is by using the four P's framework.…The four P's are product, price, place, and promotion.…
Let's talk about each of these for a minute.…Many people, when they think of marketing and brand,…think of the promotion P.…Promotion is the getting out the word of our offering.…But the other three P's are crucial too,…and, a lot of times, what separates…a really powerful brand from a superficial brand…is that it employs all four P's to express its brand.…For these powerful brands,…the brand informs everything that the customer experiences.…Not just in the way that it's promoted,…but in the way the customer experiences the product,…the way they pay for it,…
In this course, branding expert Lindsay Pedersen explains how to create a compelling brand strategy that gets results for your organization. She demonstrates how to properly frame your strategy and covers brand positioning, discussing how to climb a benefit ladder and determine your position. Plus, she shows how to create a personality for your brand, choose the tone, and create an activation strategy.
- Framing your strategy
- Crafting your brand promise
- Defining your brand character
- Activating your strategy
- Identifying your plan of action