Big Brand Strategies for Small Brands
4.3 (2 ratings)
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Big Brand Strategies for Small Brands

Specific, proven strategies Big Brand marketers use -- tailored to small brands with limited budgets.
4.3 (2 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
54 students enrolled
Created by Barry Silverstein
Last updated 7/2014
English
Current price: $10 Original price: $20 Discount: 50% off
4 days left at this price!
30-Day Money-Back Guarantee
Includes:
  • 2.5 hours on-demand video
  • 6 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Goal: Help small brand marketers apply the strategies, tactics and techniques used by Big Brand marketers
View Curriculum
Description

How do you market a small brand when you don't have the money, staff, or other resources the Big Brands have? How do you successfully compete in a marketplace when your competitors have much bigger budgets than you do?

This course is designed to help small brands learn and apply Big Brand strategies, tactics, and techniques -- but they'll be tailored to brand marketers with small budgets. Learn how to take maximum advantage of the basics of brand marketing, and how to use the tools in your "brand marketing arsenal" to market your brand like the big guys. This course will cover all the bases: brand name, logo, slogan, positioning, packaging, public relations, e-marketing, social media, all forms of advertising, non-traditional media, and more.

Lots of examples will be shown and techniques revealed by a brand marketing pro with more than thirty years of experience working with both big and small brands. Plus, you'll gain free access to several valuable resources, including three eGuides and a collection of 40 brand profiles.

If you want to learn how to put the most effective small business branding strategies, tactics and techniques to work for your small brand, then Big Brand Strategies for Small Brands is for you!

Who is the target audience?
  • Small business owners, small brand marketers, students
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Curriculum For This Course
13 Lectures
07:27:42
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Introduction
1 Lecture 04:08

An introduction to Big Brand Strategies for Small Brands

Preview 04:08
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Part 1
2 Lectures 43:31

Lesson 1 - What Big Brands have that small brands don't; how to apply Big Brand strategies, tactics and techniques to small brand marketing; the rational and emotional aspects of a brand, including examples from three brands; where to start when you are developing a small brand marketing strategy.

Preview 16:11

Basic principles of building a brand:

  1. your target audience
  2. your competition
  3. brand positioning statement
  4. brand differentiation
  5. brand name
  6. brand logo
  7. brand slogan
Brand identity
Brand packaging (10 examples)
The brand experience

Lesson 2
27:20
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Part 2
2 Lectures 01:00:10

Your Brand Marketing Arsenal, part 1:

  1. Public Relations (PR):
  2. publicity, story placements; testimonials, endorsements, reviews; articles, books, speeches; community involvement
    E-marketing:
    website, email marketing
    social media: blogs, Facebook, Twitter, LinkedIn, Pinterest, YouTube, Google+, other (Foursquare, Tumblr, Groupon, LivingSocial)

Lesson 3
31:03

Your Brand Marketing Arsenal, part 2:

  1. Non-traditional media: outdoor, street promotions, special events, word of mouth, other
  2. Advertising:
  3. Online advertising: display, text, paid content, social media ads, mobile marketing and apps, game-vertising, selling through others
  4. Radio advertising
  5. Direct mail marketing
  6. Print advertising
  7. Television advertising
  8. Integrating media for impact and efficiency

Lesson 4
29:07
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Part 3
2 Lectures 26:53

Case study: How a small unknown brand put Big Brand marketing strategies to work

Lesson 5
15:18

Four "Brand TurboBoosters;"
Review of all lessons;
Description of free extras

Lesson 6
11:35
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Free Extras
6 Lectures 00:00
Branding 123
41 pages

Product Launch 123
32 pages

Sales Leads 123
37 pages

40 Brand Profiles
93 pages

28 Feature Columns
95 pages

Big Brand Strategies Lesson 6
15 pages
About the Instructor
Barry Silverstein
4.3 Average rating
2 Reviews
54 Students
1 Course
Brand Marketing Consultant

I'm Barry Silverstein and I'm delighted you are considering taking my course, Big Brand Strategies for Small Brands. I have over 35 years of experience in branding, advertising, and marketing, and I’ve been a brand marketing consultant and professional freelance business writer for ten years.

I work with a select group of clients, assisting them with brand marketing, website development, and online marketing strategies. I have been a brand marketing consultant for the Small BusinessCenter associated with an Asheville, North Carolina college, where I helped scores of small businesses, often 1-person endeavors, develop and market their brands.

I have written for Brandchannel, the world’s leading online branding forum, as well as for other national websites and blogs. I co-authored the book The Breakaway Brand (McGraw-Hill). I wrote the books Business-to-Business Internet Marketing and Internet Marketing for Information Technology Companies (both published by Maximum Press). I am also the author of three small business management books in the Collins Best Practices series (published by Harper Collins) and several eGuides, including Branding 123: Build a Breakthrough Brand in 3 Proven Steps (123eguides). I also co-authored the book Let's Make Money, Honey: The Couple's Guide to Starting a Service Business.

I was a Senior Vice President at Arnold, a top 20 U.S. ad agency and prior to that, I was president/CEO for 20 years at Directech, Inc., a $5 million direct and Internet marketing agency that I founded. I also worked in brand and creative management for Epsilon, a leading database/direct marketing firm.

During my career, I have worked with a long list of clients including:

Consumer Products and Services
Gillette, Royal Caribbean, Tyson, Vonage

Financial Services
BayBank (merged to become Bank of America), Citizens Bank, Fidelity Investments, Key Bank, The Hartford

Technology

Cisco Systems, Digital Equipment Corporation, IBM, Lotus Software, NCR, RSA Security, Sun Microsystems

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