Last updated 12/2022
MP4 | Video: h264, 1280x720 | Audio: AAC, 44.1 KHz
Language: English | Size: 3.84 GB | Duration: 4h 24m
Updated Special 6 courses in 1 for FMCG/CPG 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,FMCG/CPG marketing managers
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