Join Dina Shapiro for an in-depth discussion in this video What you should know before watching this course, part of Brand and Marketing Integration.
- Before we begin our course on branded marketing integration, I want you to know that this course is designed for marketers, brand strategists, business owners, and people who work in human resources, corporate or internal communications, customer insights, advertising, or any type of marketing. This course is geared towards senior and mid-level professionals; however, if you're at a junior level, this could be a great course to watch and discuss with your manager. Just to make sure we're on the same page before we begin, let's define three key terms we'll be using frequently.
A brand differentiates a product or service from competition by creating an impression in people's minds and expectations. Marketing is when a company creates, communicates, and delivers messages to influence target audiences to think or behave in a desired way. Integration in the context of this course is aligning all branded marketing across internal and external stakeholders and touchpoints. While I'm not going to tell you what your integration plan should be, I will share best practices and tools so you can integrate your branded marketing across your internal and external stakeholders.
- Thinking about integration more holistically
- Investing in integration
- Integrating vertically to align with purpose, mission, and values
- Creating a vertical framework
- Integrating horizontally
- Integrating externally across all marketing communications touchpoints
- Learning from world-class marketers
- Integrating internally across employee communications
- Creating one brand
- Leveraging and engaging employees
- Overcoming cultural and process integration obstacles