Brand Communications Strategy Masterclass with Sanjay Kumar

Explore the rule of three as a memorability principle across communications, guiding you to define three key audiences, motivations, barriers, messages, channels, and activations.

Identify the 20 brand roles and explore how brands articulate purpose across wealth creation, knowledge, family, organization, beauty, power, freedom, pride, social bonding, and physical gratification.

Explore motivations based segmentation using Maslow's hierarchy to understand why people buy and what messages move them. Learn to research and cite authoritative sources to support your segmentation strategy.

Analyze macro forces like economy, government policy, credit availability, and megatrends shaping consumer sentiment. Assess whether communications address awareness, targeting, acquisition, or retention to drive sales.

Explore macro environments shaping brand strategy, including source of business, consumer sentiment or consumer confidence, and megatrends. Learn with examples from Brexit, Skoda, and Gillette MeToo era campaigns.

Explore category dynamics by analyzing industry trends, industry innovations, competitive activity, and substitution threats, including alternative brands and disruptor solutions that influence how brands communicate.

Learn to conduct comprehensive communication audits by analyzing owned and influence channels, reverse engineering competitor messages, and tracking key pillars like customer stories and thought leadership.

Explore how consumer pyramids and funnels reveal where to focus marketing energy from awareness to advocacy, and how to identify drop-offs and boost relevance using research and audits.

Explore how brands craft strategic and tactical messages, boosting core propositions and limiting others across roles like finance, knowledge, family, and organization to drive positioning and sales.

Explore how brands balance power, influence, and dominance with innovation and one-upmanship. See how freedom, independence, and social bonding shape campaigns by Oracle, Jeep, Harley-Davidson, and Facebook.

Discover how brands frame messages around peace of mind, empowerment, creating the future, humanity, and affordability, with examples from Pampers, Microsoft, Accenture, Siemens, and Wal-Mart.

Apply the template to map mission, vision, brand role, and audience, then craft messages to inspire $10 monthly donations and show local impact through World Food Program.

Identify and prioritize external audiences, including beneficiaries, donors, and influencers, and segment them by psychographics to reach them via digital channels, SEM, and social media for monthly donations.

Craft a message matrix from the funnel to drive awareness, relevance, and trial for a $10 monthly donation to the World Food Program.