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Brian Hallett, Michael Thompson, Pedro Cifuentes Huertas, and MARÍA EIZAGUIRRE DIÉGUEZ

This Specialization aims to make branding concepts accessible to every learner and to teach them to analyze and apply all the relevant concepts, using the broad and diverse toolkit of branding. It provides you with the necessary tools so that you are able to understand the brand behavior, understand the language of a brand and learn about the rational and emotional elements behind brands. It also attempts to make you understand the language of images. The amount of audiovisual content we receive today makes it hard for brands to break through that noise. It ends up teaching how to understand branding efforts in the context of customer experience.

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This Specialization aims to make branding concepts accessible to every learner and to teach them to analyze and apply all the relevant concepts, using the broad and diverse toolkit of branding. It provides you with the necessary tools so that you are able to understand the brand behavior, understand the language of a brand and learn about the rational and emotional elements behind brands. It also attempts to make you understand the language of images. The amount of audiovisual content we receive today makes it hard for brands to break through that noise. It ends up teaching how to understand branding efforts in the context of customer experience.

We must think in a strategic manner when creating brands. Branding is about co-creation and conversation between the audiences, customers and users. What is relevant is how people out there perceive and live the brand. Brands are the story, the personality and the culture of an organization; the intangible elements that form it.

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What's inside

Four courses

Brand Identity and Strategy

(0 hours)
Brand identity and Strategy is a course for professionals seeking to enhance their brands creatively.

Storytelling in Branding and Content Marketing

Storytelling in Branding and Content Marketing teaches professionals how to craft compelling content through effective storytelling. Students learn to develop a strong storyline based on brand values, create memorable connections with audiences, and produce engaging brand entertainment.

From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories

There are many different ways to approach clients to assess their needs and develop creative campaigns which fulfill your creative desires. In this course, I am offering you a methodology which you can easily put into practice.

Branding and Customer Experience

(0 hours)
Whether students come from a Branding or a Customer Experience background or perspective, this course will explore the synergies between and the intersection of the two sets of activities.

Learning objectives

  • Create a value proposition for a brand: how it can be positioned and mapped.
  • Learn how to produce meaningful and engaging content.
  • Develop a complete creative pitch.
  • Examine branding activities through the lens of customer experience.

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