149 | Keller’s Brand Equity Model Explained (CBBE Resonance Pyramid)

Learn how to increase brand recall and recognition to stay top of mind in the buying decision. 👉 Learn more: https://brandmasteracademy.com/brand-master-podcast/  First, you’ll learn what brand recall is and how it plays a role in brand memorability.  Next, you’ll discover the advantages of increasing brand recall along with brand awareness and recognition.  Then we’ll explore how to measure brand recall and discuss the difference between aided brand recall vs unaided brand recall.  Next, you’ll learn 8 strategies to enhance brand memorability including brand awareness, brand recognition, brand recall, and brand salience.  Finally, we’ll lift the lid on some brand recall examples. For more brand strategy resources and downloads visit https://brandmasteracademy.com/

18 Maj 202315min

Learn how to create value and enhance value perception for your customers with six unique strategies.  👉 Learn more: https://brandmasteracademy.com/brand-master-podcast/  First, you’ll discover what value creation is and how it increases both actual and perceived value for the client.  Next, we’ll dive into the six applicable techniques you can leverage to boost your value in your customers’ eyes.  Next, you’ll learn about the value creation model and how adding value as a strategy can help you to influence the buyer's decision, enhance your brand perception, and increase your rates to align with your higher value.  For more brand strategy resources and downloads visit https://brandmasteracademy.com/

11 Maj 202310min

Ready to dive into the world of Transitioning Brands for Web3 with Ariadna Navaro? Get set to learn all about Web3 and its impact on brand strategy! 🌐 👉 Learn more: ⁠https://brandmasteracademy.com/brand-master-podcast/  ⁠ By the end of this video, you'll gain valuable insights into the evolving landscape of Web3 and how it's transforming the way brands operate. We'll kick off the discussion with an introduction to Ariadna Navaro, a visionary thinker who'll walk us through the exciting world of Web3. We'll explore why brands need to adapt to the Web3 environment, discussing the importance of staying ahead of the curve and embracing emerging technologies. Ariadna will share her thoughts on how brands can effectively make the transition and what it means for the future of marketing. We'll delve into the role of creativity in a Web3 world. Can AI ever truly replicate human creativity? We'll talk about the unique capabilities of the human mind and how creativity can continue to thrive in a world dominated by AI. We'll tackle the topic of human interaction vs AI in the Web3 era. How important is authentic human connection in a world where AI is becoming increasingly advanced? We'll discuss the growing desire for genuine human engagement and what it means for brand strategies moving forward. Finally, we'll wrap up our conversation by embracing change and looking to the future of branding. As technology evolves at a breakneck pace, it's crucial for brands to stay informed and adapt their strategies accordingly. Ariadna will share her thoughts on the potential impact of Web3 on brands and how they can navigate these uncharted waters. Don't miss this engaging and informative discussion on transitioning brands for Web3 with Ariadna Navaro! Hit that play button and prepare to expand your knowledge on the fascinating world of Web3. 🚀 For more brand strategy resources and downloads visit https://brandmasteracademy.com/

26 Apr 202346min

Learn what brand philosophy is and how to write a brand philosophy to distill your ideology. 👉 Learn more: https://brandmasteracademy.com/brand-master-podcast/  We’ll begin by answering the question “What is brand philosophy?” including the definition for clarity. Next, you’ll discover why brand philosophy and your brand ideology are so important and how brand thinking aims to define the brand's way of being. Then, we’ll explore the difference between brand philosophy and brand purpose and how the philosophy is extracted from the brand's essence including purpose, vision, mission, values, differentiators, market position, personality, and tone of voice. Next, you’ll discover how to create your brand philosophy and an ideological mantra your brand can live by. For more brand strategy resources and downloads visit https://brandmasteracademy.com/

20 Apr 20238min

Join us in this captivating episode where we dive deep into the world of strategic experiential design with our special guest, Paula Murray, a Brand Strategist and expert from a Supertonic agency in Scotland.  👉 Learn more: https://brandmasteracademy.com/brand-master-podcast/  Have you ever wondered how top-tier brands like Pernod Ricard, Bombay Sapphire, and Martini create such memorable experiences for their audience?  Well, it's all about blending strategic thinking with the art of experiential design. Trust me, it's not rocket science, but it's close! 😉 In this conversation with Paula, a Brand Master Academy Graduate, we unravel the secrets behind her agency's success in transforming mundane spaces into awe-inspiring brand experiences.  Supertonic, a multi-award-winning design agency, is a powerhouse of experience creators, brand builders, and community makers who take the concept of experiential design to a whole new level. We also discuss how Paula stumbled upon Brand Master Academy in her quest to expand her agency's services and shift the focus towards strategy and brand thinking. And guess what?  It doesn't matter if you're a copywriter, marketer, identity designer, or experiential designer, all roads lead back to brand strategy. It's all about asking the deep, probing questions that shape the right brand perceptions. You might be thinking, "But how does this all come together?" Well, my friend, that's what this episode is all about!  This enlightening episode with Paula Murray provides valuable insights into strategic experiential design and its role in shaping unforgettable brand experiences.  Remember, whether you're a copywriter, marketer, identity designer, or experiential designer, it all comes back to brand strategy. So, tune in and learn from the expert herself, and who knows, you might just be the next big thing in experiential design! For more brand strategy resources and downloads visit https://brandmasteracademy.com/

12 Apr 202337min

Learn what brand perception is, how to measure it through analysis, and how to influence it through communication. 👉 Learn more: https://brandmasteracademy.com/brand-master-podcast/  First, we’ll answer the question “What is brand perception?” describing why it’s so important in building successful brands.  Then we’ll explore how brand perception is shaped at every touchpoint using tools of brand expression including brand positioning, differentiation, personality, voice and tone, messaging stories, and much more.  Next, we’ll explore how to influence perceptions with branding elements developed through a comprehensive brand strategy.  Then you’ll discover how to measure brand perception using audience outreach, social monitoring, review sites, and more. For more brand strategy resources and downloads visit https://brandmasteracademy.com/

10 Apr 202312min

Learn the art and science of brand transformation from professor, author, and brand strategist Emmanuel Probst. 👉 Learn more: https://brandmasteracademy.com/brand-master-podcast/ In this episode, I’m joined by Emmanuel Probst author, marketer, and brand strategist with over 17 years of experience. Now for those who don’t know him, Emmanuel is a strategist who’s passionate about building brands that don’t just sell, but transform people and the world they live in. He teaches students the tools they need to become successful brand strategists at UCLA… He hones his craft at Ipsos, helping clients measure and amplify how brands and consumers connect And he shares the fruits of all his know-how and experience in his books BRAND HACKS and his latest ASSEMBLAGE – THE ART AND SCIENCE OF BRAND TRANSFORMATION… Earned accolades from the likes of David Aaker, Jonah Berger, and Rory Sutherland to name a few. In this episode we explore How brand perception is the truth How to use brand to shape consumers' perceptions and How data and insights can be used to deliver a personalized consumer experience So, if you want to learn about brand strategy from a well-respected brand strategy professor, author, and executor… then don’t miss this episode For more brand strategy resources and downloads visit https://brandmasteracademy.com/

29 Mars 202343min

By the end of this video, you’ll know how to create an effective branding and marketing communication strategy for your brand and how to select the best marketing channels to make the most of your budget. 👉 Learn more: https://brandmasteracademy.com/brand-master-podcast/  First, you’ll discover the critical role of brand communication and brand messaging and how effective communication shapes your brand image.  Next, you’ll learn how neuroscience is evolving communication and why this is important for your marketing communication plan.  Then we’ll dive into the steps you need to take to develop a brand communication strategy and an integrated marketing communication plan.  Finally, we’ll explore the marketing channels available and how to choose the right brand communication channels for your messaging. For more brand strategy resources and downloads visit https://brandmasteracademy.com/

23 Mars 202314min