(eCornell) Brand Activation
About This Course
In this course, you will see that brand activation is much more than clever communications or perfectly placed messages. You will begin developing your skills in brand activation by identifying and analyzing a brand target market and determining consumer insights that will prepare you to create an activation plan. You will then define the brand values, personality, and purpose, and craft a brand positioning statement for your selected brand. These elements help ensure the activation plan aligns with the brand. You will also write key elements of a communication brief to ensure that all messaging and communication pieces align with the brand and with each other. Finally, you will outline a marketing communications approach specific to your brand and your target market that will lend itself to successful brand activation. The course is provided by eCornell in partnership with Genashtim.
What You'll Learn
Develop your brand's values, personality, purpose, and positioning statement
Create communication brief elements that inspire breakthrough thinking
Establish criteria to ensure creative content delivers on brand strategy
Identify different types of marketing tools that can efficiently and effectively reach your target market