Brand & Consumer Psychology Masterclass

Brand & Consumer Psychology Masterclass

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.

Creating Powerful Emotional Relevance & Motivation for your Brand

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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

Rating: 4.15

Level: All Levels

Duration: 1 hour

Instructor: Holger E. Metzger