Branding & Brand Management with Dekker: Branding Strategy+

Explore how video on LinkedIn builds upper-funnel awareness and bridges to the revenue pipeline, balancing education with purchase intent.

Drive brand awareness on Facebook by promoting an educational PDF, optimizing for traffic, and using broad targeting before narrowing to buyers while leveraging social proof.

Measure reach and frequency in LinkedIn ads, use a video views campaign, and keep manual bidding with a $10 daily budget to control reach, reduce oversaturation, and enable retargeting.

Compare video views and awareness reach campaigns, showing video views for retargeting and complex content, while awareness reach builds simple brand associations and enables easier quality control and lower frequency.

Explore how repetition affects ad recall and brand recall on LinkedIn and Google ads, and how to nurture prospects with follow-up emails, retargeting, and varied media to drive action.

Differentiate brand marketing from short-term performance marketing by focusing on long-term impact beyond immediate pipeline. Build recognition through emotional, bold messaging that drives future demand and brand awareness.

Explore a million-impression brand awareness campaign using entertaining video and image ads to build brand recall and mindshare for Talkatoo among veterinarians, with brand-specific metrics like recall lift.

Build buyer personas and ideal customer profiles in minutes with the AI tool ELSA by M1 Project. Use these insights to shape messaging, channels, and training for consumer products.

Identify the target market as an ecosystem of buyers and sellers, not only customers, and use the five c's—customer, company, collaborators, competitors, context—to include parents and kids influencers.

Create data-driven personas through surveys and cluster analysis with Stata or SPSS to identify three customer segments and link demographics to personas, centering branding around customers.

The brand creates value in the target market by shaping perception and experience, not just the product, adding value for customers, the company, and collaborators, with sustainability and higher margins.

Discover how brands create customer value through functional, psychological, and monetary value, including taste perception shifts, self-expression, and price signals as outlined in strategic brand management.

Clarify the customer value proposition within the broader value proposition, showing how brand positioning and campaigns create value through points of difference and parity, focused on one primary benefit.

Brands adapt to a changing world, repositioning for younger audiences and aligning with competitive capabilities, starting with five c's shaping the market, then tactics guided by research on customer perception.

Explore how visual identity extends beyond a logo by analyzing Lacoste case studies, where subtle back details, metallic accents, and embossed marks reinforce consistent brand personality.

See a logo evolution example that demonstrates branding strategy and brand management concepts in action.

Brand sounds bridge the value proposition and emotion, acting as direct emotional triggers that bypass analysis. They enhance memorability and amplification, as jingles go viral and persist in memory.

Examine how sensory cues like aroma and taste influence branding, using the brand sounds example within branding strategy, and connecting moments of everyday experience to consumer perception.

Use the workbook to build a comprehensive brand plan, detailing brand strategy and tactics, target market, and how value types—functional, psychological, and monetary—benefit customers, partners, and the company.

Explore brand tactics by detailing brand design—identifiers such as name, logo, motto, mascot, and sound marks—and how brand communication uses media and creative decisions to shape positioning.

Learn how Byron Sharp's research challenges conventional marketing wisdom, prioritizing acquisition and category reach over narrow targeting. It argues that distinctive, superficial differences and economies of scale drive market share.

Explore the marketing laws by Byron Sharp, including double jeopardy, law of buyer moderation, duplication of purchase, and the law of prototypicality, to explain why market share and availability matter.

Dispel the myth that branding creates a competitive advantage. True advantages come from economies of scale and customer captivity, while brands remain assets that can be bought or sold.

Tailor branding to market conditions, as supply-driven markets prioritize the supply chain. Capitalize on ample supply and weak demand by branding to attract scarce customers and drive the demand chain.

Explain how the four P's simplified the original 12 elements marketing mix into a sticky framework, then contrast Myers-Briggs with the big five as more robust alternatives.

Compare how small and large companies approach branding, focusing on revenue management versus asset management, and learn how owned channels, brand equity, and long-term growth steer marketing strategy.

Position your brand by emphasizing functional, lower-level benefits over emotion-driven messaging, as research suggests functional messages spark word-of-mouth and better resonance with customers.

Analyze how ads blend direct response and brand marketing, using humor and specific offers to build brand awareness and engagement while upholding brand consistency.

Adopt a circular, trigger-driven consumer journey, shifting from brand-centric to consumer-centric insights, using brand research to understand how people hear about and consider brands before buying in go to market.

Invest in brand equity and recall to reach out-of-market buyers, shifting from short-term demand generation to long-term, scalable growth that makes your brand the default choice.

Explore traditional brand awareness with out-of-home advertising, using Brex's $300,000 billboard case to build rapid recognition through an integrated air cover and multi-channel approach.