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

Learn how to position brands effectively with this 8-Step Competitive Positioning Process. 👉 Learn more: https://brandmasteracademy.com/brand-master-podcast/ First, you’ll learn how to analyze your target market and segment your audience. Next, you’ll discover the importance of defining your buyer persona or customer avatar. Then we’ll dive into the picture painted by demographics and psychographics before we look at how to evaluate the competitive with competitive research. Later we’ll get to the nuts and bolts of brand positioning by learning how to discover gaps and opportunities before developing them into a unique competitive advantage and ultimately an effective brand positioning strategy For more brand strategy resources and downloads visit https://brandmasteracademy.com/

19 Jan 20238min

Discover how to find a competitive position using market mapping and a positioning matrix. 👉 Learn more: https://brandmasteracademy.com/brand-master-podcast/ First, you’ll discover what a competitive position is and how it relates to terms such as competitive strategy, competitive positioning, positioning strategy, differentiation strategy, and key differentiator to name a few. Then, we’ll lift the lid on where competitive positioning began with an iconic book called “Positioning: A Battle For The Mind” by Al Reis and Jack Trout. Next, you’ll discover what a positioning map is and lift the fog on the multitude of terms to describe it including perceptual maps, market mapping, positioning matrix, and perceptual matrix to name a few.  Finally, we’ll break down why you should use a perceptual map and how to do it effectively.  For more brand strategy resources and downloads visit https://brandmasteracademy.com/

12 Jan 20237min

Learn what a go-to-market strategy is, and use this GTM process template to nail your product or brand launch.  👉 Learn more: https://brandmasteracademy.com/brand-master-podcast/ First, you’ll learn what a go-to-market strategy is and how the go-to-market process affects the success of your product or brand.  Next, you’ll discover when you need a go-to-market plan before we provide you with this easy-to-follow go-to-market strategy template.  Then we’ll dive into the different methods you can use in your go-to-market plan before we dive into the steps to create a go-to-market strategy.  For more brand strategy resources and downloads visit https://brandmasteracademy.com/

5 Jan 202314min

Discover what a sustainable branding strategy is, the principles and processes to build it, and 7 sustainable brand strategy examples.  👉 Learn more: https://brandmasteracademy.com/brand-master-podcast/ First, you’ll discover what sustainability branding is and why it's so important.  Next, you’ll learn the principles of building sustainable brands starting with the sustainability roadmap and the mistakes to avoid including greenwashing. Then, we’ll dive into the processes and steps you need to take to develop a sustainable brand before you discover 7 of the best sustainable branding examples. For more brand strategy resources and downloads visit https://brandmasteracademy.com/

15 Dec 202214min

Learn How To Identify Your Target Market with this Detailed Audience Research Process. 👉 Learn more: https://brandmasteracademy.com/brand-master-podcast/ By the end of this video, you’ll know how to identify your target audience and target market segmentation with this detailed target market research process. First, you’ll learn how to uncover your target market demographics and how this audience analysis process paints the foundational picture. Next, you’ll discover how to uncover your market psychographics to understand their personality. Then you’ll learn how to create an audience persona (or buyer persona) to bring your audience to life before mapping the customers' journey and defining their challenges and pain points. For more brand strategy resources and downloads visit https://brandmasteracademy.com/

8 Dec 202211min

Discover your freelance branding career path options with a deep dive look at the brand designer vs brand strategist. 👉 Learn more: https://brandmasteracademy.com/brand-master-podcast/ First, we’ll explore how brand designers and brand strategists work together to build strategic brands before dissecting the difference between the graphic designer vs brand designer vs logo designer. Next, you’ll discover the core brand designer responsibilities and tasks followed by the brand strategist responsibilities. Then we take a deep dive into the brand strategist skills and compare them to the required brand strategist skills. Next, we’ll uncover education requirements starting with brand designer qualifications followed by the brand strategist qualifications. Finally, we get down to brass tax and salaries with an inspection of the brand designer's salary vs the brand strategist's salary. By the end of this video, you’ll have a clear picture of two core freelance branding career path options to make a more informed decision for your branding career.  For more brand strategy resources and downloads visit https://brandmasteracademy.com/

5 Dec 202216min

In this brand strategy crash course, you’ll learn 21 actionable brand-building process steps to build a brand from scratch, ready to go to market.  👉 Learn more: https://brandmasteracademy.com/brand-master-podcast/ First, we’ll jump into branding fundamentals by answering the questions “What is a brand?” and “What is brand-building?”.  Then, you’ll discover the 3 pillars of branding; brand strategy, brand identity, and brand marketing.  Then we’ll jump into the brand-building process from branding to marketing one step at a time.  By the end of this brand strategy course, you’ll have the branding and marketing steps you need to build a brand for your business using proven brand strategy process steps.  For more brand strategy resources and downloads visit https://brandmasteracademy.com/

24 Nov 202228min

In February 2022, on the eve of the Zapier rebrand launch, Russia invaded Ukraine. To avoid oppressive associations, their strategists had big decisions to make. 👉 Learn more: https://brandmasteracademy.com/brand-master-podcast/ First, Michael takes us on his journey from a pure-breed graphic designer to creative director and brand strategist at Zapier. You’ll learn about the infamous Dropbox rebrand which Michael was part of and the lessons he learned from working with some big-name brand strategists. Next, Michael breaks down the series of events throughout the Zapier rebrand and how the Russian invasion of Ukraine and the subsequent associated symbol of the war, brought the Zapier brand strategists back to the table to discuss brand associations and symbolism. You’ll learn about the brand strategy questions that were asked to come to their decisions and how the solid strategic work previously produced, provided them with a working compass to make decisions with conviction. For more brand strategy resources and downloads visit https://brandmasteracademy.com/

16 Nov 202243min