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所在平台: Udemy |
课程主页: https://www.udemy.com/course/branding-with-emotional-impact/
课程评论：没有评论
课程名称：品牌与消费者心理大师班 课程概述：在当今电商时代，品牌面临的最大挑战是如何（重新）建立品牌的“情感资产”，激发消费者对品牌的情感需求。这项任务虽难，但完全有可能。在我二十年的职业生涯中，我积累了品牌沟通和创新的深厚经验，曾服务于财富500强企业及新兴品牌，深入全球市场。我了解到，消费者的购买决策从来不会仅仅由技术、质量和性能的信息驱动。品牌的胜出在于如何从心理上“框定”产品和品牌体验，创造出个人相关性。品牌的成功在于情感的触动。 在本课程中，通过丰富的视觉效果和真实案例，提供身临其境的学习体验。分享了我在联合利华、可口可乐、阿迪达斯、福特、欧莱雅、腾讯、保乐力加、高露洁、博世等公司进行的数百个品牌沟通项目所获得的洞察。 学员将获得有关心理洞察技术的深入理解，以解码关键客户需求，如何使品牌与消费者的感知和情感对齐，并以吸引人和激励的方式创造品牌体验。本课程将提供成为顶尖品牌专家所需的工具，科学知识和创意灵感的结合，涵盖客户洞察到最终品牌体验构建过程中的每一个关键步骤。 课程分为四个部分： 1. 品牌如何以及为何未能与人们的基本情感需求连接的原因分析。 2. 构建强有力的品牌叙事所需的关键客户洞察。 3. 应用洞察：通过我的经验举例，为品牌叙事构建尖锐的表达角度，激发客户的特定情感反应。 4. 将品牌叙事转化为有说服力的创意传播：利用戏剧性的讲故事手法，创造吸引人的品牌沟通，定义品牌角色，并探索其他创造性方式来讲述故事，培养忠实的粉丝和客户。 此课程旨在培养学员全面的品牌与消费者心理理解，助力品牌的成功塑造与发展。
This program addresses the biggest challenge brands face in today's brand-eroding e-commerce age: how can I (re-) build my brand's 'Emotional Equity' and activate an emotional need for my brand?Difficult. But entirely possible.In my 20-year career spanning insights, brand communication and innovation, and working with Fortune 500 and 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' product and brand experience, by creating a feeling of personal relevance.Brands win by touching people emotionally.In this program, with extensive visuals and stories for an immersive learning experience, I share what I gained via hundreds of insights and brand communication projects that I carried out for companies including Unilever, Coca-Cola, Adidas, Ford, L'Oreal, Tencent, Pernod Ricard, Colgate, Bosch and many others.You will gain advanced understanding of psychological insights techniques that decode critical customer needs, how to align branding & communication with people's perceptions and emotions, and how to create a brand experience in an engaging and motivating way.Here are the tools 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 course is divided into 4 sections:Reasons why and how brands fail to connect with people's fundamental emotional needs.Critical customer insights you need for crafting a brand narrative that commands powerful emotional impact and relevance.Applying insights: with examples from my experience, we'll construct a sharp articulation angle for a Brand Narrative to elicit a specific emotional response in the customer.Taking brand narrative into persuasive creative communication: using dramatic storytelling, we craft brand communication that captivates emotionally. We define the Role of the Brand, we explore creative ways of marketing the story to create loyal fans and comitted customers.
