Brand & Consumer Psychology Masterclass

Creating Powerful Emotional Relevance & Motivation for your Brand

4.30 (120 reviews)

Udemy

platform

English

language

Branding

What you will learn

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

Why take this course?

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.

Content

Introduction

Part I: Successful Brands address Specific Emotional Needs

Why Brands Fail

What People Really Need (is not always what they say they want)

Part II: Critical Insights – Emotional Frames and Personal Narratives

Insights: Consumers' Emotional Frames & Psycho-dynamic Relationships

Insights: Impact of People's Own Narratives on Navigating their Lives

Part III: Create Effective Brand Narrative – How to Fuel Emotional Motivation

Creating a Sharp Thematic Angle for a Compelling Brand Experience

Protecting Brand Narrative Consistency in the Celeb & Influencer Age

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

Creating an Irresistible Story for an Irresistible Brand Experience

Deploying the "Emotional Pull" Power of Dramatic Brand Storytelling

Growing Fans and loyal Customers with your Brand's ‘Must See’ Story

Screenshots

Our review

🌟 **Overall Course Rating:** 4.30 **Pros:** - 🎓 **Comprehensive Learning:** The course provides a profound understanding of consumer psychology and its impact on brand perception and communication. - ✨ **Practical Insights:** It offers practical insights into creating emotionally compelling and effective brand communications. - ✅ **Real-World Application:** Many users found the content to be immediately applicable in their professional roles, particularly for brand managers and marketers. - 📈 **Strategic Focus:** The course emphasizes the strategic importance of understanding consumer needs and effectively connecting with them through brand storytelling. - 👍 **High-Quality Teaching:** The teaching style is engaging, with users appreciating the clarity and depth of expertise displayed by the instructor. - 🎧 **Inspiring Content:** Users have praised the course for its inspirational content and the transformation in their understanding of branding and marketing. **Cons:** - ☹️ **Lack of Real-World Examples:** Some users felt that the course could be enhanced by incorporating more real-world case studies or stories to illustrate the concepts. - 🔍 **No Workbook or Guided Application:** A few users expressed a desire for additional resources, such as a workbook, to guide the application of these insights in practice. - 🤔 **Need for Further Explanation:** There were mentions that some points could be better driven home with more detailed explanations or examples. - 📚 **Additional Learning Material:** A suggestion for supplementary material like articles or books for further reading was made to complement the course content. - 🤝 **Professional Help Advised:** Some users recommended that applying these insights might require professional help, indicating the complexity and skill involved in implementing the course's teachings. **User Feedback Summary:** This course has been highly praised for its ability to distill complex concepts related to branding and consumer psychology into easily digestible content. It has empowered many users with valuable insights that they can apply immediately in their professional roles. The course's concise format, combined with the depth of knowledge presented, sets it apart from other marketing courses available online. However, some users felt that additional examples or real-world applications would have further solidified the learning experience. Overall, users left the course with a new perspective on branding and a toolkit of strategies to apply in their own brand endeavors. **Final Verdict:** This course is an excellent resource for anyone interested in understanding the psychological aspects of branding and marketing. It is particularly beneficial for business students, marketing professionals, and brand managers who are looking to enhance their approach to consumer engagement and brand storytelling. With its high rating and positive user feedback, this course stands out as a must-watch for those invested in the field of marketing and brand management.