MArketing

1. Hi, welcome back.
We're now in week three, and you're more than halfway through the course.
So last week, we saw how brand strategy made its way into various touch points
during the awareness phase, and through activities such as print and
video advertisements and branded content on social media.
We saw ways that brand guidelines can make a bigger impact than they typically do
along many phases of the customer journey.
We also covered the value of customer experience metrics projects.
This week is the week where we really get into the meat of how brands should impact
customer experience.
To do this, we're going to first take a step back.
Recall that from Maria's course that the brand strategy really starts
with positioning and differentiation.
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