Last updated 12/2022MP4 | Video: h264, 1280x720 | Audio: AAC, 44.1 KHzLanguage: English | Size: 3.84 GB | Duration: 4h 24m

Updated Special 6 courses in 1 for FMPG marketers - Basic Fundamental Principles in Branding

What you'll learn

How to plan for advertising

The phases of communication development

What is the brand profile and how to define it for your brand

How to judge communication in an effective and professional way

How to identify crucial Issues and opportunities for your brand

What is a marketing concept: innovation, communication and activation concepts

What are range architecture and range extensions and how to plan for them

Requirements

Basics in marketing

Description

More than 3 hours video and unique tools for a special 6 courses in 1 in branding: Brand Profile, Promo and Activation, Concept writing, Issues and Opportunities, Range Architecture and Range Extension.Update: new section added on basic digital marketing concepts!This course covers some basic foundation of brand marketing and communication that you won't find anywhere here, specially tailored for FMCG / CPG marketers.The course is structured in 6 sections that cover the following topics:· What is a brand profile and how you define it for your brand. This will help defining the key brand positioning and you will learn how to plan for it, whether working alone or with your marketing team.· What are brand architecture, range architecture, communication architecture and how to plan for them. Most importantly we discuss why and when those tools are relevant.· What is a marketing concept and how to write one. We discuss what are the differences between NPD concepts, communication concepts or activation concepts· How to define crucial issues and opportunities that are affecting your brand in order to define the root cause that you need to address with one of the leverages of the marketing mix, with a focus on communication· How to develop and judge communication adopting a simple framework· What are the typical type of promotions, how to write a promotion concept and how to link the type of promotion to the marketing objectives you want to achieveWe use powerpoint slides that are provided to help following the videos.

Overview

Section 1: Introduction

Lecture 1 Introduction

Section 2: The Brand Profile: a tool to summarise brand positioning

Lecture 2 Introduction to Brand Profile

Lecture 3 Brand Profile

Lecture 4 Brand Profile: implications

Section 3: Promotion and activation

Lecture 5 What are promotions and activations?

Lecture 6 Promotion mechanics and marketing objectives

Lecture 7 What does it make a good promotion concept

Lecture 8 The promotion concept

Section 4: Concept writing

Lecture 9 Concept writing introduction

Lecture 10 What does it make a marketing concept?

Lecture 11 Insight, Main idea and pay off: details

Lecture 12 What works and what doesn't in concept writing

Section 5: Issues and opportunities

Lecture 13 Issues and opportunities: observations vs. insights

Lecture 14 Issues and opportunities: growth dynamics

Lecture 15 Issues and opportunities: 6 P's

Lecture 16 Issues and opportunities: how do brands grow?

Section 6: Range Architecture in FMCG

Lecture 17 What is Range Architecture in FMCG

Lecture 18 Range Architecture implications

Lecture 19 How does range architecture grow?

Lecture 20 How to define our range architecture?

Lecture 21 How to evaluate our range architecture?

Section 7: Range extension

Lecture 22 Range extension introduction

Lecture 23 Range extension: what to do

Lecture 24 Range extension: the opportunity matrix

Section 8: Developing communication

Lecture 25 Introduction to communication development

Lecture 26 Developing communication part 1

Lecture 27 Developing communication: the logic of the brief

Lecture 28 Developing communication: the problem

Lecture 29 Developing communication: the target

Lecture 30 Developing communication: the insight

Lecture 31 Developing communication: the message

Lecture 32 Developing communication: the campaign idea

Lecture 33 Developing communication: the response

Section 9: Judging communication

Lecture 34 Judging communication

Section 10: Basic in digital marketing

Lecture 35 WHY: setting objectives in the digital landscape

Lecture 36 WHY: setting objectives online

Lecture 37 WHO: consumer's digital journey

Lecture 38 WHO: Marketing funnel

Lecture 39 WHAT: type of ads in digital marketing

Lecture 40 WHAT: types of digital ads

Lecture 41 WHERE: digital media planning approach

Lecture 42 WHERE: digital media planning

Lecture 43 Bonus lecture

Intermediate brand marketing professionals,Brand managers,FMPG marketing managers

HomePage:

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