Brand & Consumer Psychology Masterclass from Udemy

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.

What's inside

Learning objectives

Decode customers' critical psychological & emotional needs
Create a brand experience that drives real motivation
Manage emotional impact of your brand communication

Turn people into committed fans and loyal customers
...and stop wasting resources on ineffective influencers and ads

Decode customers' critical psychological & emotional needs
Create a brand experience that drives real motivation
Manage emotional impact of your brand communication
Turn people into committed fans and loyal customers
...and stop wasting resources on ineffective influencers and ads

Syllabus

Introduction

Here is a quick introduction of who I am, and my approach to turn a brand into a meaningful, compelling and valuable 'partner' in people's lives, an approach I developed over the years and tested by many of my successful clients.

Part I: Successful Brands address Specific Emotional Needs

Brands fail when they don't fully understand their customers emotional needs and therefore have no chance of connecting emotionally with people.

An overview of people's fundamental emotional needs, how they matter to a persuasive Brand Experience, and why a brand must address those at a deep, visceral level in order to be felt relevant and attractive.

Part II: Critical Insights – Emotional Frames and Personal Narratives

Let's identify how people's perceptions form, how they 'see' things, and how those perceptoons impact their emotional experiences. Then, people's actual interaction with things and objects in their daily lives, and the emotional conflicts they may trigger. Because this is where brand story and experience comes in.

In this session we get clarity on how people navigate life via their own personal narratives, and how we can pinpoint potential roles of the Brand within target consumers' perceptions and feelings about their own life story, that is their Sense of Self.

Part III: Creating an Effective Brand Narrative to Fuel Emotional Motivation

Here we create a compelling Brand Narrative via an insights-based understanding of customer perceptions and emotional needs, with a unique ‘spin’ on articulation, important visual cues and a powerful brand story.

Making Celebs & Influencers actually serve, protect and promote your carefully crafted Brand Experience instead of turning your brand into a 'slave' to meaningless Celebrity Worship.

Part IV: Communication Psychology – How to Pull instead of Push

Let's create an entertaining story based on key Insight Dimensions and the sharply crafted Brand Narrative – and define the Role of the Brand within the story so that it assumes 'ownership' of a carefully designed emotional experience.

Let's explore why dramatic storytelling carries unrivalled powers of emotional impact & persuasion via the psychological effect of 'narrative transportation' – and how it addresses important human needs at the same time, making it a wonderful vehicle for brand communication.

Marketing the Story: Effectively combining old school approaches with social media & digital channels to fuel anticipation and a sense of personal, tactile involvement.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Develops skills and knowledge for marketing and communication professionals

Teaches how to build and manage consumer brands

Reveals methods to create and implement brand strategy using psychological insights

Given by Holger E. Metzger, a branding expert

Examines case studies for practical learning

May require prior experience in marketing or communication as a prerequisite

Reviews summary

Succinct yet needs improvements

Learners say this course contains engaging lectures, but they would appreciate closed captions and recommend removing the loud audio at the beginning of each class.

The lessons are succinct and engaging.

"The lessons were good and succinct."

Closed captions would be helpful for the lectures.

"I suggest that there should be also closed captions to the speech."

The lecturer's voice can be hard to hear due to loud background audio, and the loud bumper sound at the start of classes can be damaging to the ears.

"The background audio is too loud for the voice of Mr. Metzger to be heard."

"I also have an issue with the audio/ bumper at the start of every class because it creates a loud sound that could possibly damage my hearing."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Brand & Consumer Psychology Masterclass with these activities:

Review foundational concepts of branding and marketing

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Helps brush up on the essential principles of branding and marketing, providing a strong foundation for understanding the course material.

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Read key chapters from a branding textbook
Revisit notes or slides from previous branding or marketing courses
Attend an introductory webinar or workshop on branding

Read "Emotional Branding" by Marc Gobe

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Provides a comprehensive framework for understanding emotional branding and its application in the real world.

View Emotional Branding: The New Paradigm for... on Amazon

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Read the book and take notes on key concepts
Reflect on the examples and case studies provided
Apply the lessons learned to your own brand strategy

Conduct customer persona analysis

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Develops skills in defining and understanding target customer profiles, enabling effective brand positioning and messaging.

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Gather data from surveys, interviews, or market research reports
Identify common characteristics, motivations, and behaviors
Create detailed personas with names, demographics, and psychographics

Five other activities

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Explore case studies of successful brand campaigns

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Provides real-world examples of how brands effectively connect with customers emotionally, offering valuable insights and best practices.

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Identify case studies that align with course concepts
Analyze the strategies, tactics, and results of the campaigns
Extract key takeaways and apply them to your own brand strategy

Engage in peer discussions on brand building and emotional impact

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Fosters collaboration and knowledge sharing, enabling students to exchange ideas, learn from each other's experiences, and gain different perspectives on brand building and emotional impact.

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Join online forums or discussion groups
Participate in class discussions or webinars
Collaborate on group projects or case study analysis

Craft a brand narrative that evokes emotions

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Provides hands-on experience in creating a compelling brand narrative that connects with customers on an emotional level.

Browse courses on Brand Storytelling

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Define the brand's purpose, values, and target audience
Identify key emotional triggers and resonance points
Develop a storyline that weaves together the brand's strengths and customer aspirations

Attend a workshop on emotional branding or customer experience

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Offers an immersive learning experience where students can engage with experts, learn practical techniques, and connect with professionals in the field.

Browse courses on Brand Communication

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Identify relevant workshops or events
Register and actively participate in the workshop
Apply the insights and techniques learned in your own brand strategy

Create a branding campaign for a hypothetical product or service

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Provides a comprehensive and practical experience in applying the principles and techniques learned in the course to develop a full-fledged branding campaign.

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Define the brand's target audience and value proposition
Develop a comprehensive brand strategy and messaging
Create a campaign that includes multiple touchpoints and channels

Career center

Learners who complete Brand & Consumer Psychology Masterclass will develop knowledge and skills that may be useful to these careers:

Brand Consultant

Brand Consultants are responsible for providing advice to companies on how to build and manage their brands. This course may be useful for someone in this role, as it provides insights into how to create a brand narrative that resonates with customers on an emotional level. This can help Brand Consultants to develop more effective brand strategies that drive sales and build brand loyalty.

See salaries and explore the career path for Brand Consultant

Brand Strategist

Brand Strategists are responsible for developing and executing brand strategies for a variety of products or services. This course may be useful for someone in this role, as it provides insights into how to create a brand narrative that resonates with customers on an emotional level. This can help Brand Strategists to develop more effective brand strategies that drive sales and build brand loyalty.

See salaries and explore the career path for Brand Strategist

Graphic designer

Graphic Designers are responsible for creating the visual designs for a variety of marketing materials. This course may be useful for someone in this role, as it provides insights into how to create a brand narrative that resonates with customers on an emotional level. This can help Graphic Designers to develop more effective visual designs that drive sales and build brand loyalty.

See salaries and explore the career path for Graphic designer

Market Researcher

Market Researchers are responsible for conducting market research to identify customer needs and preferences. This course may be useful for someone in this role, as it provides insights into how to create a brand narrative that resonates with customers on an emotional level. This can help Market Researchers to develop more effective market research studies that drive sales and build brand loyalty.

See salaries and explore the career path for Market Researcher

Public relations manager

Public Relations Managers are responsible for managing the public image of a company or organization. This course may be useful for someone in this role, as it provides insights into how to create a brand narrative that resonates with customers on an emotional level. This can help Public Relations Managers to develop more effective public relations campaigns that build brand awareness and reputation.

See salaries and explore the career path for Public relations manager

User Experience Designer

User Experience Designers are responsible for designing the user experience for a variety of products and services. This course may be useful for someone in this role, as it provides insights into how to create a brand narrative that resonates with customers on an emotional level. This can help User Experience Designers to develop more effective user experiences that drive sales and build brand loyalty.

See salaries and explore the career path for User Experience Designer

Social Media Manager

Social Media Managers are responsible for managing the social media presence of a company or organization. This course may be useful for someone in this role, as it provides insights into how to create a brand narrative that resonates with customers on an emotional level. This can help Social Media Managers to develop more effective social media campaigns that drive traffic and build brand loyalty.

See salaries and explore the career path for Social Media Manager

Brand Manager

A Brand Manager is tasked with the development, execution, and measurement of marketing campaigns for a particular product or service. This course may be useful for someone in this role, as it provides insights into how to create a brand narrative that resonates with customers on an emotional level. This can help Brand Managers to develop more effective marketing campaigns that drive sales and build brand loyalty.

See salaries and explore the career path for Brand Manager

Copywriter

Copywriters are responsible for writing the copy for a variety of marketing materials. This course may be useful for someone in this role, as it provides insights into how to create a brand narrative that resonates with customers on an emotional level. This can help Copywriters to develop more effective copy that drives sales and builds brand loyalty.

See salaries and explore the career path for Copywriter

Creative Director

Creative Directors are responsible for overseeing the creative direction of a variety of marketing campaigns. This course may be useful for someone in this role, as it provides insights into how to create a brand narrative that resonates with customers on an emotional level. This can help Creative Directors to develop more effective creative campaigns that drive sales and build brand loyalty.

See salaries and explore the career path for Creative Director

Advertising Manager

Advertising Managers are responsible for planning and executing advertising campaigns for a variety of products or services. This course may be useful for someone in this role, as it provides insights into how to create a brand narrative that resonates with customers on an emotional level. This can help Advertising Managers to develop more effective advertising campaigns that drive sales and build brand loyalty.

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Art Director

Art Directors are responsible for overseeing the visual design of a variety of marketing materials. This course may be useful for someone in this role, as it provides insights into how to create a brand narrative that resonates with customers on an emotional level. This can help Art Directors to develop more effective visual designs that drive sales and build brand loyalty.

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Marketing Manager

Marketing Managers are responsible for planning and executing marketing campaigns for a variety of products or services. This course may be useful for someone in this role, as it provides insights into how to create a brand narrative that resonates with customers on an emotional level. This can help Marketing Managers to develop more effective marketing campaigns that drive sales and build brand loyalty.

See salaries and explore the career path for Marketing Manager

Consumer Insights Analyst

Consumer Insights Analysts are responsible for analyzing consumer data to identify trends and patterns. This course may be useful for someone in this role, as it provides insights into how to create a brand narrative that resonates with customers on an emotional level. This can help Consumer Insights Analysts to develop more effective consumer insights reports that drive sales and build brand loyalty.

See salaries and explore the career path for Consumer Insights Analyst

Product Manager

Product Managers are responsible for managing the development and launch of new products and services. This course may be useful for someone in this role, as it provides insights into how to create a brand narrative that resonates with customers on an emotional level. This can help Product Managers to develop more effective product strategies that drive sales and build brand loyalty.

See salaries and explore the career path for Product Manager