This course, with illustrative graphics and animations for an immersive learning experience, addresses a major marketing challenge: how can I create a visceral feel of 'I really want and need this brand in my life' and turn people into fans and customers?
It's difficult. But entirely possible.
In my 20-year career spanning insights, branding and communication, and working with Fortune 500 as well as emerging brands in 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’ the product and brand experience to create a sense of personal relevance.
Brands win by touching people emotionally.
In this program I'll share the experience I gained via hundreds of insights and brand communication projects that I designed and carried out for leading brands from Unilever, Coca-Cola, Adidas, Ford, L'Oreal, Tencent, Pernod Ricard, Colgate and many others.
Via an integrated insights-to-brand-experience development process, and accompanied by case study examples, these 9 video lectures provide you with insights into advanced techniques that help decode critical customer needs, how to align effective branding & communication with people's perceptions and emotions, and how to tell a brand story - and brand experience - in an engaging and motivating way.
What you gain from this program is everything 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 program is divided into 4 sections:
Hi, I'm Holger!
20 years have passed since I founded an Insights and Branding Agency in Shanghai, helping global and local brands to gain and expand a strong foothold in one of the most exciting, mindblowing and challenging markets on the planet, while working with brand teams in India, Europe, and North America.
Along the way, I continuously sharpened important skills that helped me better understand what drives people, and how to apply such insights to the creation of compelling brand narratives that activate an emotionally relevant experience in customers.
I love exploring emotions, perceptions, and behavior via the intelligent application of cognitive and behavioral psychology techniques. Over the years, I have developed, introduced, and adapted to specific markets a number of innovative approaches to decoding customers' subliminal decision-making processes.
On the creative side, I am an avid storyteller, screenwriter, and filmmaker who loves to create original stories for branded entertainment TV/streaming shows and graphic novels in the US, Taiwan, and China.
My teaching is practical, with examples from my own experience, and I'd like to invite you to reach out at any time if you have any specific questions.
Enjoy the class!