From the course: Marketing Foundations (2022)
Join today to access over 25,300 courses taught by industry experts.
Building a brand-customer experience map
From the course: Marketing Foundations (2022)
Building a brand-customer experience map
- Think about the last time you interacted with a brand you like. What was good about that experience? Experiences combine behaviors and emotions. As marketers, we work to create unique positive experiences for customers that engage them and eventually build loyalty to our brands. In the last video, I presented a six-box tool to develop the value proposition of a brand. The brand's value proposition articulates a strategic hypothesis. If you change a belief widely held by your target customers, enough of them will change their behavior in a way that enables the brand's overall business goal. The first step in executing on that value proposition is to detail its strategic hypothesis through the design of a branded customer experience. This is an exercise we use to visualize the future. The brand customer experience bridges strategy and execution. It functions as your North Star to close the gap between what customers are…
Practice while you learn with exercise files
Download the files the instructor uses to teach the course. Follow along and learn by watching, listening and practicing.
Download courses and learn on the go
Watch courses on your mobile device without an internet connection. Download courses using your iOS or Android LinkedIn Learning app.