The main goal is: to mediate,
that brands are created in the unconscious of consumers and must be maintained.
That formal design is important, but strategy, psychology and brand experiences are crucial.
The power of brands
What makes a strong brand?
Go for the WHY! (Meaning, attitude)
Differentiation (relevance vs. impact)
Branding from inside out (employee brand ambassador)
Risk of brand erosion (why)? Branding error!
Brand value (monetary vs. ideal) meaningful brands
Using specific cases: including UNIQA, A1, Verbund
The branding process
From insights to brand personality (possible routes)
Positioning vs. Consumer Experience (brand experience)
Consumer Journey & Touchpoints
More functional & emotional benefit
Brand pyramid, brand wheel, brand book
Phases, timing, effort, costs
On the basis of specific cases: among others Austrian Airlines, Manner, Marionnaud
Brand Psychology - Neuromarketing
trust & Quality. How are decisions made?
Critical insights from neuro-sciences (code management)
Practical Applications Limbic Map, Archetypes
CRM - more than a technical process
Based on specific cases: including hardware stores, Volkswagen, Mars, McDonald's
Corporate & Brand Identity (behavior & design)
From vision (values), mission, to brand promise
Meaning of naming, logo, claim, color codes
Relevant brand communication derived from it
Using specific cases: including easybank, UNIQA, BAT