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Branding Basics | Brand Strategy | Understading Branding Fundamentals | Brand Marketing |Simplilearn

description
🔥Post Graduate Program In Digital Marketing: https://www.simplilearn.com/advanced-digital-marketing-certification-training-course?utm_campaign=BrandingBasics&utm_medium=DescriptionFF&utm_source=youtube 🔥Digital Marketing Masters Program (Discount Code - YTBE15): https://www.simplilearn.com/master-in-digital-marketing?utm_campaign=SCE-DmMasters&utm_medium=DescriptionFF&utm_source=youtube In this video on Branding Basics, we'll give you everything you need to know about the fundamentals of branding. We'll be covering the following topics: 1) Brand Strategy - 00:09 2) Brand Values - 01:09 3) Brand Vision - 04:12 4) Brand Mission - 05:54 5) Brand Objectives - 07:04 6) Brand Promise - 10:09 7) Brand- As a Product or an Asset - 12:53 8) How Digital Is Revolutionizing Branding - 13:39 9) Transformation Imperatives - 15:07 10) Digital Transformation Roadmap - 16:23 11) How to Build a Brand from Scratch - 17:37 12) Research Your Target Audience - 18:32 13) Identify Your Core Values - 19:16 14) Choose Your Business Name - 20:05 15) Define Your Branding Attributes - 20:58 16) Write a Slogan That Aligns with Your Mission - 21:30 17) Design Your Logo - 22:38 18) Apply and Evolve Your Branding - 23:26 19) Branding KPIs - 24:12 20) Brands within a Brand - 24:49 21) Types of Multi-Brand Strategies - 25:27 22) Geographies - 27:30 Without further ado, let's jump into Branding Basics! ✅Subscribe to our Channel to learn more about the top Technologies: https://bit.ly/2VT4WtH #BrandingBasics #UnderstandingBrandingBasics #WhatIsBranding #BrandStrategy #BrandMarketing #Simplilearn ➡️ About Post Graduate Program In Digital Marketing: Get a hands-on Live Interactive Learning experience with this Digital Marketing Course. Learn via fundamental and advanced material, preparing you for your Digital Marketing Career. Get a Meta Certified Digital Marketing Associate exam voucher worth USD $99 to showcase your skills. ✅ Key Features - Simplilearn's JobAssist helps you get noticed by top hiring companies - Joint Purdue-Simplilearn Digital Marketer Certificate - Become eligible to be part of the Purdue University Alumni Association - Masterclasses delivered by Purdue faculty - Harvard Business Publishing Cases - Build your website & learn real-world hands-on digital marketing techniques - Master sessions by Meta Blueprint trainer - 6-credit transfer for the Purdue Online MS in Communication program - Meta Certified Digital Marketing Associate exam voucher worth USD $99 - 5 Capstone problem statements and 15+ course-end projects - 10+ case studies from brands like Adidas, KFC, Nike, Intel, etc. - 35+ digital marketing tools - Boost productivity with ChatGPT and AI tools (Blue Willow, Stable Fusion & Well Said Labs) - Course aligned with Hootsuite and SE Ranking certification - Learn using Meta Business Coach Chatbot - Live classes delivered by Industry Experts along with self-paced content ✅ Skills Covered - Website Creation - Behavioral Marketing - Keyword Research - Search Engine Optimization - Search Engine Marketing - Campaign Management - Social Media Marketing - Mobile Marketing - Content Marketing - Content Strategy - Strategies for Paid Campaigns - Analytics ROI and Evaluation - AI Automation and Emerging Technology 🔥Explore Our Free Courses: https://www.simplilearn.com/skillup-free-online-courses?utm_campaign=BrandingBasics&utm_medium=Description&utm_source=youtube Learn more at: https://bit.ly/2W2SU1S 🔥🔥 Interested in Attending Live Classes? Call Us: IN - 18002127688 / US - +18445327688

detail
{'title': 'Branding Basics | Brand Strategy | Understading Branding Fundamentals | Brand Marketing |Simplilearn', 'heatmap': [], 'summary': 'Covers brand strategy fundamentals, strategic business planning, brand objectives and digital revolution impact, digital transformation, brand connection, competitor analysis, and branding essentials, providing insights and examples for building strong brand identities and tracking brand success.', 'chapters': [{'end': 185.63, 'segs': [{'end': 110.895, 'src': 'embed', 'start': 57.855, 'weight': 0, 'content': [{'end': 61.658, 'text': 'Discuss how digital is impacting brands and the role of the brand manager.', 'start': 57.855, 'duration': 3.803}, {'end': 67.262, 'text': 'Analyze how brand marketing might differ from various types of organization.', 'start': 62.479, 'duration': 4.783}, {'end': 70.104, 'text': 'Brand values.', 'start': 69.323, 'duration': 0.781}, {'end': 75.796, 'text': "First, let's demonstrate what a brand strategy is and isn't.", 'start': 71.553, 'duration': 4.243}, {'end': 79.699, 'text': 'Your brand is not your product, logo, website, or name.', 'start': 76.557, 'duration': 3.142}, {'end': 82.521, 'text': 'In fact, your brand is much more than that.', 'start': 80.119, 'duration': 2.402}, {'end': 84.322, 'text': "It's more intangible.", 'start': 83.001, 'duration': 1.321}, {'end': 91.467, 'text': "It's the hard-to-pin-down feeling that separates powerhouses and mediocre brands from each other.", 'start': 84.902, 'duration': 6.565}, {'end': 95.189, 'text': 'We can present the concept of branding as a hierarchy.', 'start': 92.468, 'duration': 2.721}, {'end': 101.41, 'text': 'First, the values of your organization are the ultimate aspirational principles you stand for.', 'start': 96.167, 'duration': 5.243}, {'end': 110.895, 'text': 'From a brand marketing perspective, it is the starting point on which you perform this work, the fundamental motivation for your decisions.', 'start': 101.91, 'duration': 8.985}], 'summary': 'Digital impact on brands, brand strategy, and values in marketing analyzed.', 'duration': 53.04, 'max_score': 57.855, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk57855.jpg'}], 'start': 9.952, 'title': 'Brand strategy fundamentals', 'summary': 'Provides an overview of brand strategy fundamentals, including the distinction between branding as an asset and a product, the influence of digital on branding, and insights for building brands across different organizational scales.', 'chapters': [{'end': 185.63, 'start': 9.952, 'title': 'Brand strategy fundamentals', 'summary': 'Discusses the fundamentals of brand strategy, distinguishing branding as an asset versus a product, impact of digital on branding, and building brands for startups, small businesses, or multi-brand global organizations.', 'duration': 175.678, 'highlights': ['Branding as a hierarchy: Values, Vision, Mission The concept of branding is presented as a hierarchy, starting with the values of the organization, followed by the vision and then the mission, which represents the hopes, ambitions, and achievable goals.', "Role of brand values in consumer behavior Brand values play a crucial role in consumer behavior, as they influence how much extra people are willing to pay and how often they choose one brand over others, affecting the brand's perceived value and consumer preference.", 'Impact of digital on branding The lesson explores how digital has revolutionized certain aspects of branding, highlighting its impact on brands and the role of the brand manager in the digital era.']}], 'duration': 175.678, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk9952.jpg', 'highlights': ['Brand values influence consumer behavior and affect perceived value and preference.', 'Digital revolutionizes branding, impacting brands and the role of brand managers.', 'Branding is presented as a hierarchy: Values, Vision, Mission, influencing hopes and goals.']}, {'end': 421.502, 'segs': [{'end': 238.505, 'src': 'embed', 'start': 207.37, 'weight': 3, 'content': [{'end': 212.752, 'text': 'Good objectives will help you plan, prioritize, and most importantly, communicate what you want to do.', 'start': 207.37, 'duration': 5.382}, {'end': 218.535, 'text': 'The last and lowest level of the pyramid becomes very specific and tangible.', 'start': 213.913, 'duration': 4.622}, {'end': 224.717, 'text': 'It describes specifically what you have to do and the key performance indicators KPIs,', 'start': 219.375, 'duration': 5.342}, {'end': 231.06, 'text': 'for short will let you know how you are progressing toward defined objectives.', 'start': 224.717, 'duration': 6.343}, {'end': 238.505, 'text': 'While the winning condition of the previous point was communication, this one is all about typical project management.', 'start': 231.96, 'duration': 6.545}], 'summary': 'Clear objectives aid in planning, prioritizing, and communication. key performance indicators (kpis) track progress towards defined objectives.', 'duration': 31.135, 'max_score': 207.37, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk207370.jpg'}, {'end': 308.836, 'src': 'embed', 'start': 260.16, 'weight': 0, 'content': [{'end': 263.383, 'text': 'And behind every brand is a story built upon a strong vision.', 'start': 260.16, 'duration': 3.223}, {'end': 269.528, 'text': "To create a brand, you'll need two important elements, a brand mission and a brand vision.", 'start': 264.263, 'duration': 5.265}, {'end': 276.184, 'text': 'While a mission tells your investors, team and audience where your company is focusing today,', 'start': 270.478, 'duration': 5.706}, {'end': 281.129, 'text': "a vision tells the most important people around you where you're going tomorrow.", 'start': 276.184, 'duration': 4.945}, {'end': 284.913, 'text': 'It highlights where you hope to find yourself in the future.', 'start': 281.99, 'duration': 2.923}, {'end': 293.413, 'text': "Mark Lipton, the author of Guiding Growth, How Vision Keeps Companies on Course, doesn't believe in a vision statement.", 'start': 286.391, 'duration': 7.022}, {'end': 301.114, 'text': 'He argues that management inevitably gets too dependent on a piece of paper hung up on conference room walls.', 'start': 294.253, 'duration': 6.861}, {'end': 308.836, 'text': 'It is far more important that all managers talk to people about the vision in their own way, using their own language.', 'start': 301.694, 'duration': 7.142}], 'summary': "Brand success relies on strong mission and vision, emphasized by mark lipton's vision communication approach.", 'duration': 48.676, 'max_score': 260.16, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk260160.jpg'}, {'end': 421.502, 'src': 'embed', 'start': 379.547, 'weight': 2, 'content': [{'end': 388.752, 'text': "you'll want your mission statement to be closely aligned with your corporate values and culture and serves as an anchor to guide actions now and into the future.", 'start': 379.547, 'duration': 9.205}, {'end': 390.988, 'text': 'Tesla is a good example.', 'start': 389.707, 'duration': 1.281}, {'end': 398.355, 'text': 'We all associate the name with fancy electric cars and you might not even know where the name originated from.', 'start': 391.609, 'duration': 6.746}, {'end': 405.462, 'text': 'Nikola Tesla is the engineer and scientist known for designing the alternating current electric system.', 'start': 399.316, 'duration': 6.146}, {'end': 409.89, 'text': "But Tesla's mission isn't just about creating cool self-driving cars.", 'start': 406.547, 'duration': 3.343}, {'end': 415.957, 'text': 'The whole company is about putting the environment first by creating innovative solutions using electricity.', 'start': 410.391, 'duration': 5.566}, {'end': 421.502, 'text': 'So this includes cars, of course, but also solar panels and clean energy storage.', 'start': 416.597, 'duration': 4.905}], 'summary': "Align mission statement with values, like tesla's focus on environment and innovation.", 'duration': 41.955, 'max_score': 379.547, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk379547.jpg'}], 'start': 186.211, 'title': 'Strategic business planning and redefining vision and mission', 'summary': 'Highlights the importance of defining objectives for strategic business planning, emphasizing the role of vision and brand, and stresses the dynamic and integrated nature of redefining vision and mission, using tesla as an illustrative example.', 'chapters': [{'end': 284.913, 'start': 186.211, 'title': 'Strategic business planning', 'summary': 'Emphasizes the importance of defining good objectives for strategic business planning, highlighting the role of objectives in planning, prioritizing, and communicating, as well as the significance of a strong vision and brand in business success.', 'duration': 98.702, 'highlights': ['Defining good objectives is crucial for planning, prioritizing, and communicating, paving the way for how things will happen.', 'Effective brand building requires a strong vision and story, with a brand mission focusing on the present and a brand vision highlighting the future.', 'Key performance indicators (KPIs) are essential for tracking progress towards defined objectives and ensuring strategic alignment.', 'The chapter stresses the significance of effective brand building and the role of a strong vision in creating a successful business.']}, {'end': 421.502, 'start': 286.391, 'title': 'Redefining vision and mission', 'summary': 'Emphasizes the importance of redefining vision and mission as a dynamic and integrated process, stressing the need for a broader approach to vision beyond a static statement and highlighting the significance of mission statements in guiding organizational purpose and action, using tesla as an illustrative example.', 'duration': 135.111, 'highlights': ['Managers should communicate the vision in their own way, using their own language, rather than relying on a static vision statement.', 'A mission statement serves as an anchor to guide actions now and into the future, closely aligned with corporate values and culture.', "Tesla's mission goes beyond creating cool self-driving cars to putting the environment first by creating innovative solutions using electricity, including solar panels and clean energy storage.", 'The vision needs to address three interdependent core topics: mission, strategy, and values, to move the organization closer to its ultimate vision.', 'A good mission statement is inspiring, transformational, and closely aligned with the purpose the organization serves for its audience.']}], 'duration': 235.291, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk186211.jpg', 'highlights': ['Effective brand building requires a strong vision and story, with a brand mission focusing on the present and a brand vision highlighting the future.', 'Managers should communicate the vision in their own way, using their own language, rather than relying on a static vision statement.', "Tesla's mission goes beyond creating cool self-driving cars to putting the environment first by creating innovative solutions using electricity, including solar panels and clean energy storage.", 'Defining good objectives is crucial for planning, prioritizing, and communicating, paving the way for how things will happen.', 'A mission statement serves as an anchor to guide actions now and into the future, closely aligned with corporate values and culture.']}, {'end': 973.269, 'segs': [{'end': 472.643, 'src': 'embed', 'start': 448.587, 'weight': 6, 'content': [{'end': 456.692, 'text': 'Since there are as many visions and missions as there are strategies, conversely, there are infinite possibilities of brand objectives.', 'start': 448.587, 'duration': 8.105}, {'end': 461.255, 'text': 'Nevertheless, we can identify some common objectives for brand marketers.', 'start': 457.473, 'duration': 3.782}, {'end': 468.04, 'text': 'Establish an identity for the brand, especially for small businesses and startups,', 'start': 462.496, 'duration': 5.544}, {'end': 472.643, 'text': 'measured with surveys to understand if the brand is viewed by your target audience.', 'start': 468.04, 'duration': 4.603}], 'summary': 'Brand marketers aim to establish brand identity, particularly for small businesses and startups, measured using surveys.', 'duration': 24.056, 'max_score': 448.587, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk448587.jpg'}, {'end': 529.685, 'src': 'embed', 'start': 502.752, 'weight': 5, 'content': [{'end': 508.155, 'text': 'It represents the percentage of customers who can recall your brand and being top of mind.', 'start': 502.752, 'duration': 5.403}, {'end': 513.259, 'text': 'Being the first brand that comes to mind for your target audience has its value.', 'start': 508.796, 'duration': 4.463}, {'end': 522.942, 'text': 'engagement is also an important objective and, just like engagement in a real relationship, can mean very different things.', 'start': 514.198, 'duration': 8.744}, {'end': 529.685, 'text': "what constitutes engagement is your prerogative, so don't forget to clearly define it.", 'start': 522.942, 'duration': 6.743}], 'summary': 'Brand recall is crucial for being top of mind. define engagement clearly.', 'duration': 26.933, 'max_score': 502.752, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk502752.jpg'}, {'end': 572.104, 'src': 'embed', 'start': 548.195, 'weight': 4, 'content': [{'end': 557.063, 'text': 'And when you know that acquiring new customers is a factor more expensive than keeping existing ones, this counts for a lot in your profitability.', 'start': 548.195, 'duration': 8.868}, {'end': 564.731, 'text': 'In this age of social media and influencers, increasing advocacy can ultimately lower your marketing costs.', 'start': 558.164, 'duration': 6.567}, {'end': 566.543, 'text': 'Brand equity.', 'start': 565.683, 'duration': 0.86}, {'end': 572.104, 'text': 'The value of your brand is another way to measure how successful your brand is.', 'start': 567.143, 'duration': 4.961}], 'summary': 'Retaining customers is cheaper than acquiring new ones; increasing advocacy reduces marketing costs; brand equity measures brand success.', 'duration': 23.909, 'max_score': 548.195, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk548195.jpg'}, {'end': 763.591, 'src': 'embed', 'start': 728.734, 'weight': 3, 'content': [{'end': 731.676, 'text': 'The brand experience needs to closely match the brand promise.', 'start': 728.734, 'duration': 2.942}, {'end': 738.992, 'text': "You certainly don't have to encompass every single element of your brand experience in everything you do,", 'start': 732.827, 'duration': 6.165}, {'end': 743.756, 'text': "but you'll want to be consistently promoting what makes you stand out.", 'start': 738.992, 'duration': 4.764}, {'end': 749.241, 'text': 'Nike does an excellent job at conveying its brand promise consistently.', 'start': 744.817, 'duration': 4.424}, {'end': 754.145, 'text': 'Be it a full-page advertisement in a magazine or a banner ad on a website.', 'start': 750.161, 'duration': 3.984}, {'end': 763.591, 'text': 'With such a strong brand, they can simply use their iconic black and white logo to state a simple but powerful message.', 'start': 755.063, 'duration': 8.528}], 'summary': 'Consistent brand experience is key for promoting brand promise. nike demonstrates this effectively.', 'duration': 34.857, 'max_score': 728.734, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk728734.jpg'}, {'end': 835.055, 'src': 'embed', 'start': 806.603, 'weight': 1, 'content': [{'end': 812.387, 'text': 'Products will eventually become obsolete, but brands can renew themselves, innovate and be timeless.', 'start': 806.603, 'duration': 5.784}, {'end': 816.409, 'text': 'Products are useful, but brands are significant.', 'start': 813.207, 'duration': 3.202}, {'end': 820.144, 'text': 'How digital is revolutionizing branding?', 'start': 817.622, 'duration': 2.522}, {'end': 829.731, 'text': 'Consumer, customers and employee behavior continues to evolve along with technology, while marketing remains in a crosshairs of disruption.', 'start': 820.584, 'duration': 9.147}, {'end': 835.055, 'text': 'The revolution started with the internet, but quickly accelerated due to social,', 'start': 830.392, 'duration': 4.663}], 'summary': 'Brands can innovate and remain timeless in the face of digital revolution.', 'duration': 28.452, 'max_score': 806.603, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk806603.jpg'}, {'end': 937.572, 'src': 'embed', 'start': 909.571, 'weight': 0, 'content': [{'end': 914.856, 'text': 'Consumers now expect immediate response to customer service requests on social media,', 'start': 909.571, 'duration': 5.285}, {'end': 918.819, 'text': 'and they would rather engage digitally as opposed to pick up the phone.', 'start': 914.856, 'duration': 3.963}, {'end': 922.923, 'text': 'HubSpot, the popular inbound marketing and sales service provider,', 'start': 919.62, 'duration': 3.303}, {'end': 928.608, 'text': 'reveals that 80% of customers expect companies to respond to their social media posts within 24 hours.', 'start': 922.923, 'duration': 5.685}, {'end': 937.572, 'text': 'Even more, 50% of customers claim they would cease doing business with a company that fails to respond to a negative social media post.', 'start': 930.009, 'duration': 7.563}], 'summary': '80% expect response within 24 hrs; 50% would stop business for no response to negative post.', 'duration': 28.001, 'max_score': 909.571, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk909571.jpg'}, {'end': 973.269, 'src': 'embed', 'start': 948.876, 'weight': 2, 'content': [{'end': 957.062, 'text': 'reveals that 59% of customers said being treated as an individual was more important than how fast the issue was resolved.', 'start': 948.876, 'duration': 8.186}, {'end': 963.227, 'text': 'That is, customers expect a personalized response tailored to their needs and issues.', 'start': 958.123, 'duration': 5.104}, {'end': 973.269, 'text': 'And finally, in another survey of 690 people who attempted to contact a company through social media for customer support,', 'start': 964.522, 'duration': 8.747}], 'summary': '59% of customers prioritize personalized responses over quick issue resolution.', 'duration': 24.393, 'max_score': 948.876, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk948876.jpg'}], 'start': 423.945, 'title': 'Brand objectives, strategies, experience, and digital revolution', 'summary': "Outlines brand objectives such as increasing recognition, awareness, loyalty, and equity, while emphasizing measurable brand promises. it also discusses aligning brand experience, digital revolution's influence, and consumer behavior shifts, highlighting statistics on social media responses and customer behavior.", 'chapters': [{'end': 726.913, 'start': 423.945, 'title': 'Brand objectives and strategies', 'summary': 'Outlines the key objectives for brand marketers including establishing brand identity, increasing brand recognition, awareness, engagement, loyalty, advocacy, equity, market share, and delivering on brand promises, emphasizing the importance of measurable and distinct brand promises and aligning with core customer values.', 'duration': 302.968, 'highlights': ['Establishing brand identity is important for small businesses and startups, measured with surveys to understand the brand perception by the target audience. Brand identity is crucial for small businesses and startups, measured through surveys to gauge brand perception by the target audience, thereby influencing brand positioning and marketing strategies.', 'Increasing brand awareness is a legitimate objective, represented by the percentage of customers who can recall the brand, emphasizing its value as the first brand that comes to mind for the target audience. Increasing brand awareness is crucial, measured by the percentage of customers who can recall the brand, highlighting the value of being the first brand that comes to mind for the target audience.', 'Increasing customer loyalty is important, especially considering that acquiring new customers is more expensive than retaining existing ones, thus significantly impacting profitability. Increasing customer loyalty is vital, particularly in terms of cost-effectiveness, given that acquiring new customers is costlier than retaining existing ones, thereby impacting profitability significantly.']}, {'end': 973.269, 'start': 728.734, 'title': 'Brand experience and digital revolution', 'summary': 'Discusses the importance of aligning brand experience with brand promise, the influence of digital revolution on branding, and the shift in consumer behavior, highlighting that 80% of customers expect social media responses within 24 hours and 50% would cease business with a brand for not addressing negative posts.', 'duration': 244.535, 'highlights': ['Consumers expect immediate response to customer service requests on social media, with 80% expecting responses within 24 hours, and 50% willing to cease business with a company failing to address negative posts.', "Brands need to consistently promote what makes them stand out to align with their brand promise, exemplified by Nike's strong brand promise and consistent brand experience.", 'The revolution in branding, influenced by social, mobile, internet of things, automation, and artificial intelligence, has transformed consumer behavior and the marketing landscape.', 'Customers prioritize personalized responses tailored to their needs over the speed of issue resolution, with 59% valuing individual treatment over response time.', 'Products can be copied and replaced, but brands are unique and cannot be duplicated, emphasizing the significance and longevity of brands compared to products.']}], 'duration': 549.324, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk423945.jpg', 'highlights': ['Consumers expect immediate response to customer service requests on social media, with 80% expecting responses within 24 hours, and 50% willing to cease business with a company failing to address negative posts.', 'The revolution in branding, influenced by social, mobile, internet of things, automation, and artificial intelligence, has transformed consumer behavior and the marketing landscape.', 'Customers prioritize personalized responses tailored to their needs over the speed of issue resolution, with 59% valuing individual treatment over response time.', "Brands need to consistently promote what makes them stand out to align with their brand promise, exemplified by Nike's strong brand promise and consistent brand experience.", 'Increasing customer loyalty is important, especially considering that acquiring new customers is more expensive than retaining existing ones, thus significantly impacting profitability.', 'Increasing brand awareness is a legitimate objective, represented by the percentage of customers who can recall the brand, emphasizing its value as the first brand that comes to mind for the target audience.', 'Establishing brand identity is important for small businesses and startups, measured with surveys to understand the brand perception by the target audience.']}, {'end': 1202.674, 'segs': [{'end': 1025.517, 'src': 'embed', 'start': 973.269, 'weight': 0, 'content': [{'end': 980.295, 'text': '57% of them expect the same response time at night and on weekends as during normal business hours.', 'start': 973.269, 'duration': 7.026}, {'end': 984.498, 'text': 'Digital transformation roadmap.', 'start': 983.017, 'duration': 1.481}, {'end': 988.508, 'text': 'McKinsey & Company puts it simply and elegantly.', 'start': 985.805, 'duration': 2.703}, {'end': 990.871, 'text': 'No rulebook will solve all of this.', 'start': 989.049, 'duration': 1.822}, {'end': 993.293, 'text': 'A transformation is not a science.', 'start': 991.451, 'duration': 1.842}, {'end': 1000.541, 'text': 'The only way forward for a company is to learn as it goes and figure out how to apply lessons as scale is built.', 'start': 993.994, 'duration': 6.547}, {'end': 1004.285, 'text': 'Along the way, there will be important markers for success.', 'start': 1001.482, 'duration': 2.803}, {'end': 1010.172, 'text': 'The term digital transformation puts the emphasis on technological change,', 'start': 1005.171, 'duration': 5.001}, {'end': 1025.517, 'text': 'but it becomes clear to anyone who understands digital technologies potential that what is afoot is less of a digital transformation and more of a fundamental rethink of the corporate model for which digital technology is a catalyst.', 'start': 1010.172, 'duration': 15.345}], 'summary': '57% expect same response time at night/weekends. emphasis on fundamental rethink of corporate model with digital technology as catalyst.', 'duration': 52.248, 'max_score': 973.269, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk973269.jpg'}, {'end': 1144.931, 'src': 'embed', 'start': 1101.988, 'weight': 2, 'content': [{'end': 1102.848, 'text': 'Design a logo.', 'start': 1101.988, 'duration': 0.86}, {'end': 1107.089, 'text': 'Apply your branding across your business and evolve as you grow.', 'start': 1103.668, 'duration': 3.421}, {'end': 1110.69, 'text': "Let's explore each of them one by one.", 'start': 1108.149, 'duration': 2.541}, {'end': 1114.131, 'text': 'Research your target audience.', 'start': 1112.791, 'duration': 1.34}, {'end': 1121.278, 'text': 'first, you need to figure out your place in the market and try to answer those three questions.', 'start': 1115.393, 'duration': 5.885}, {'end': 1125.501, 'text': 'find out who your lowest hanging fruit customers are.', 'start': 1121.278, 'duration': 4.223}, {'end': 1133.528, 'text': 'which competitors names come to mind when thinking about your product or service category, what your customers talk about and, especially,', 'start': 1125.501, 'duration': 8.027}, {'end': 1136.05, 'text': 'how they talk about you or your competitors.', 'start': 1133.528, 'duration': 2.522}, {'end': 1139.193, 'text': 'what is the lingua franca of your customers?', 'start': 1136.05, 'duration': 3.143}, {'end': 1144.931, 'text': "For example, if I'm going to launch a new brand of luxury fashion apparel,", 'start': 1140.305, 'duration': 4.626}], 'summary': 'Design logo, apply branding, research target audience, and market positioning.', 'duration': 42.943, 'max_score': 1101.988, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk1101988.jpg'}, {'end': 1202.674, 'src': 'embed', 'start': 1176.1, 'weight': 3, 'content': [{'end': 1180.584, 'text': 'Is there a metaphor or a concept which can describe your brand easily?', 'start': 1176.1, 'duration': 4.484}, {'end': 1183.189, 'text': "What's your positioning statement??", 'start': 1181.769, 'duration': 1.42}, {'end': 1185.21, 'text': 'Can you fill out the proposed statement?', 'start': 1183.629, 'duration': 1.581}, {'end': 1192.091, 'text': 'Something like we offer water bottles for hikers to stay hydrated while reducing their carbon footprint?', 'start': 1185.73, 'duration': 6.361}, {'end': 1197.533, 'text': 'Unlike other water bottles brands, we plant a tree for every bottle you buy.', 'start': 1192.812, 'duration': 4.721}, {'end': 1202.674, 'text': 'This is pretty much what the Canadian company Tentree.ca sells.', 'start': 1198.153, 'duration': 4.521}], 'summary': 'Tentree.ca offers eco-friendly water bottles and plants a tree for every bottle purchased.', 'duration': 26.574, 'max_score': 1176.1, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk1176100.jpg'}], 'start': 973.269, 'title': 'Digital transformation, brand connection, and competitor analysis', 'summary': 'Covers the inevitability of digital transformation, emphasizing its importance for long-term survival and sustainability. it also discusses building brand connection, including steps to connect with the audience and the importance of understanding the market. furthermore, it delves into competitor analysis and brand positioning, emphasizing the necessity of identifying competitors and crafting a unique positioning statement.', 'chapters': [{'end': 1074.676, 'start': 973.269, 'title': 'Navigating digital transformation', 'summary': 'Discusses the inevitability of digital transformation, emphasizing its importance for long-term survival and sustainability, and highlights the varying pace and challenges faced by different companies, with 57% expecting consistent response times at all hours.', 'duration': 101.407, 'highlights': ['57% of companies expect consistent response time at night and on weekends as during normal business hours, emphasizing the need for seamless operations regardless of time (e.g., McKinsey & Company).', 'Digital transformation is crucial for long-term survival and sustainability, representing a fundamental rethink of the corporate model, with technological change as a catalyst.', 'The transformation may vary in pace, with some companies undergoing rapid changes and others facing gradual progress and roadblocks, highlighting the diverse challenges faced by different organizations.']}, {'end': 1125.501, 'start': 1075.477, 'title': 'Building brand connection', 'summary': 'Discusses the steps to connect with the audience, such as researching the target audience and competitors, defining core values, choosing a business name, and designing a logo, emphasizing the importance of understanding the market and identifying key customer segments.', 'duration': 50.024, 'highlights': ['Understanding the market and identifying key customer segments Researching the target audience involves identifying the lowest hanging fruit customers and understanding the market, pivotal for strategic positioning.', 'Steps for brand connection The process involves researching the target audience and competitors, defining core values, choosing a business name, and designing a logo, emphasizing the importance of brand identity.']}, {'end': 1202.674, 'start': 1125.501, 'title': 'Competitor analysis and brand positioning', 'summary': 'Discusses the importance of identifying competitors and customer sentiment, defining brand core values and personality, and crafting a unique positioning statement to differentiate a brand, using the example of a luxury fashion brand and a sustainable water bottle company.', 'duration': 77.173, 'highlights': ['Identifying competitors and understanding customer sentiment through social listening tools is crucial for brand positioning and market differentiation.', "Defining a brand's core values, focus, and personality helps in creating a unique brand identity and resonating with the target audience.", "Crafting a distinctive positioning statement that communicates a brand's unique selling proposition and environmental impact is essential for differentiation in the market."]}], 'duration': 229.405, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk973269.jpg', 'highlights': ['Digital transformation is crucial for long-term survival and sustainability, representing a fundamental rethink of the corporate model, with technological change as a catalyst.', '57% of companies expect consistent response time at night and on weekends as during normal business hours, emphasizing the need for seamless operations regardless of time (e.g., McKinsey & Company).', 'Understanding the market and identifying key customer segments Researching the target audience involves identifying the lowest hanging fruit customers and understanding the market, pivotal for strategic positioning.', "Crafting a distinctive positioning statement that communicates a brand's unique selling proposition and environmental impact is essential for differentiation in the market.", 'Identifying competitors and understanding customer sentiment through social listening tools is crucial for brand positioning and market differentiation.']}, {'end': 1800.183, 'segs': [{'end': 1259.755, 'src': 'embed', 'start': 1228.7, 'weight': 0, 'content': [{'end': 1235.326, 'text': 'You can literally describe what you do like the shoe company, although they can be easily imitated.', 'start': 1228.7, 'duration': 6.626}, {'end': 1241.991, 'text': 'Add or remove letters like Tumblr or use Latin root to alter a word like Activia.', 'start': 1236.046, 'duration': 5.945}, {'end': 1255.403, 'text': 'You could use an abbreviation like HBO for Homebox Office, combine two words, Pinterest or Facebook, or turn several words into an acronym like BMW.', 'start': 1242.652, 'duration': 12.751}, {'end': 1259.755, 'text': 'Define your branding attributes.', 'start': 1258.134, 'duration': 1.621}], 'summary': 'Create unique branding attributes using various naming techniques like shoe company, tumblr, pinterest, facebook, hbo, and bmw.', 'duration': 31.055, 'max_score': 1228.7, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk1228700.jpg'}, {'end': 1331.019, 'src': 'embed', 'start': 1303.397, 'weight': 1, 'content': [{'end': 1311.685, 'text': "business cards and anywhere else where you've got a few words to make a big impact, it definitely helps your branding efforts.", 'start': 1303.397, 'duration': 8.288}, {'end': 1316.335, 'text': 'A good slogan is short, catchy, and makes a strong impression.', 'start': 1312.734, 'duration': 3.601}, {'end': 1319.776, 'text': 'Here are some ways to approach writing a slogan of your own.', 'start': 1317.035, 'duration': 2.741}, {'end': 1321.876, 'text': 'You could stake your claim.', 'start': 1320.676, 'duration': 1.2}, {'end': 1327.178, 'text': "Death Wish Coffee use the world's strongest coffee.", 'start': 1322.777, 'duration': 4.401}, {'end': 1331.019, 'text': 'Make a metaphor like Red Bull gives your wing.', 'start': 1328.238, 'duration': 2.781}], 'summary': "Effective slogans are short, catchy, and impactful, like death wish coffee's claim to be the world's strongest coffee and red bull's metaphor of giving you wings.", 'duration': 27.622, 'max_score': 1303.397, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk1303397.jpg'}, {'end': 1388.469, 'src': 'embed', 'start': 1360.649, 'weight': 2, 'content': [{'end': 1364.953, 'text': 'A logo is probably one of the first things that comes to mind when people think about branding.', 'start': 1360.649, 'duration': 4.304}, {'end': 1370.097, 'text': "Of course, it's the face of your company after all, and could potentially be everywhere.", 'start': 1365.673, 'duration': 4.424}, {'end': 1377.863, 'text': "You'll want a logo that's unique, identifiable, and that's scalable to work on all sizes and across all mediums.", 'start': 1370.737, 'duration': 7.126}, {'end': 1384.547, 'text': 'Consider all the places where your brand logo could be shown, from your website to your Facebook page, profile picture,', 'start': 1378.644, 'duration': 5.903}, {'end': 1388.469, 'text': 'to even the little five icons you see in your browser tab.', 'start': 1384.547, 'duration': 3.922}], 'summary': 'A unique and scalable logo is crucial for brand visibility across all mediums.', 'duration': 27.82, 'max_score': 1360.649, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk1360649.jpg'}, {'end': 1482.429, 'src': 'embed', 'start': 1455.04, 'weight': 3, 'content': [{'end': 1459.923, 'text': 'Once you have done all of this, there are three key performance indicators that you will want to track.', 'start': 1455.04, 'duration': 4.883}, {'end': 1464.445, 'text': 'Brand awareness, the percentage of customers who can recall your brand.', 'start': 1460.643, 'duration': 3.802}, {'end': 1472.67, 'text': 'Loyalty or retention rate, the percentage of customers the company has retained over a given time period,', 'start': 1465.326, 'duration': 7.344}, {'end': 1476.152, 'text': 'and its opposite metric churn rate or attrition.', 'start': 1472.67, 'duration': 3.482}, {'end': 1479.827, 'text': 'Advocacy can be measured in different ways.', 'start': 1477.225, 'duration': 2.602}, {'end': 1482.429, 'text': 'Net promoter score is one method.', 'start': 1480.488, 'duration': 1.941}], 'summary': 'Track brand awareness, loyalty, and advocacy using kpis like recall percentage, retention rate, and net promoter score.', 'duration': 27.389, 'max_score': 1455.04, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk1455040.jpg'}], 'start': 1205.255, 'title': 'Branding essentials', 'summary': 'Discusses the significance of choosing a business name and branding, providing creative methods for establishing a strong brand identity, including examples like kodak and apple. it emphasizes color psychology, slogan creation, the role of a brand marketer, and key performance indicators for tracking brand success.', 'chapters': [{'end': 1358.912, 'start': 1205.255, 'title': 'Choosing a business name and branding', 'summary': 'Discusses the importance of choosing a business name and branding, providing various creative methods and tips for establishing a strong brand identity, including examples such as kodak and apple, and emphasizing the significance of color psychology and slogan creation.', 'duration': 153.657, 'highlights': ['The chapter emphasizes the importance of choosing a business name and branding, providing various creative methods such as creating a new word, reframing unrelated words, using metaphors, and leveraging Latin roots, abbreviations, and acronyms.', 'It highlights the significance of color psychology in branding, suggesting that colors convey the feeling a brand wants to communicate and referencing an infographic from The Logo Company that offers an overview of emotions and associations that different colors generally evoke.', "The chapter underscores the value of creating a catchy and descriptive slogan aligned with the brand's mission, providing tips such as staking a claim, using metaphors, embracing the customer's feeling, leveraging labels, writing a rhyme, and describing the brand literally.", "It emphasizes the importance of visually representing the brand through colors, typography, imagery, and a well-designed logo, stressing the impact these visual elements have on conveying the brand's identity and values."]}, {'end': 1800.183, 'start': 1360.649, 'title': 'Brand strategy essentials', 'summary': 'Discusses the importance of a unique, scalable logo, the role of a brand marketer, and the key performance indicators for tracking brand success, along with insights into multi-brand strategies and the impact of geographies and culture on branding.', 'duration': 439.534, 'highlights': ["The importance of a unique, scalable logo, and the role of a brand marketer in consistently using it across every possible scenario, while focusing on building customer trust and developing alliances. The logo should be unique, identifiable, and scalable. The brand marketer's role involves consistent usage of the logo and focusing on building customer trust and developing alliances.", 'The significance of tracking three key performance indicators for brand success: brand awareness, loyalty or retention rate, and advocacy, along with the various ways to measure advocacy such as Net Promoter Score and brand mentions. Key performance indicators for brand success include brand awareness, loyalty or retention rate, and advocacy. Advocacy can be measured through methods like Net Promoter Score and brand mentions.', 'Insights into multi-brand strategies, including the three broad scenarios of multi-brand companies and the impact of geographies and culture on branding, such as different brand names in different countries and the potential cultural implications of brand names. The transcript delves into the three broad scenarios of multi-brand companies and the impact of geographies and culture on branding, including different brand names in different countries and potential cultural implications.']}], 'duration': 594.928, 'thumbnail': 'https://coursnap.oss-ap-southeast-1.aliyuncs.com/video-capture/LwrGSKnShmk/pics/LwrGSKnShmk1205255.jpg', 'highlights': ['The chapter emphasizes the importance of choosing a business name and branding, providing various creative methods such as creating a new word, reframing unrelated words, using metaphors, and leveraging Latin roots, abbreviations, and acronyms.', "The chapter underscores the value of creating a catchy and descriptive slogan aligned with the brand's mission, providing tips such as staking a claim, using metaphors, embracing the customer's feeling, leveraging labels, writing a rhyme, and describing the brand literally.", "The importance of a unique, scalable logo, and the role of a brand marketer in consistently using it across every possible scenario, while focusing on building customer trust and developing alliances. The logo should be unique, identifiable, and scalable. The brand marketer's role involves consistent usage of the logo and focusing on building customer trust and developing alliances.", 'The significance of tracking three key performance indicators for brand success: brand awareness, loyalty or retention rate, and advocacy, along with the various ways to measure advocacy such as Net Promoter Score and brand mentions.']}], 'highlights': ['Digital revolutionizes branding, impacting brands and the role of brand managers.', 'Brand values influence consumer behavior and affect perceived value and preference.', 'Branding is presented as a hierarchy: Values, Vision, Mission, influencing hopes and goals.', 'Managers should communicate the vision in their own way, using their own language, rather than relying on a static vision statement.', "Tesla's mission goes beyond creating cool self-driving cars to putting the environment first by creating innovative solutions using electricity, including solar panels and clean energy storage.", 'Consumers expect immediate response to customer service requests on social media, with 80% expecting responses within 24 hours, and 50% willing to cease business with a company failing to address negative posts.', 'The revolution in branding, influenced by social, mobile, internet of things, automation, and artificial intelligence, has transformed consumer behavior and the marketing landscape.', 'Customers prioritize personalized responses tailored to their needs over the speed of issue resolution, with 59% valuing individual treatment over response time.', 'Increasing customer loyalty is important, especially considering that acquiring new customers is more expensive than retaining existing ones, thus significantly impacting profitability.', "Crafting a distinctive positioning statement that communicates a brand's unique selling proposition and environmental impact is essential for differentiation in the market.", 'The chapter emphasizes the importance of choosing a business name and branding, providing various creative methods such as creating a new word, reframing unrelated words, using metaphors, and leveraging Latin roots, abbreviations, and acronyms.', "The chapter underscores the value of creating a catchy and descriptive slogan aligned with the brand's mission, providing tips such as staking a claim, using metaphors, embracing the customer's feeling, leveraging labels, writing a rhyme, and describing the brand literally.", 'The significance of tracking three key performance indicators for brand success: brand awareness, loyalty or retention rate, and advocacy, along with the various ways to measure advocacy such as Net Promoter Score and brand mentions.']}