Brand Purpose and Customer Journey
Andrew Holder-Ross
Sunday, 1 October 2017
Andrew Holder-Ross is from boutique management consultancy Circus. He takes us through the importance of defining your purpose and brand strategy, and gives you an insight into how Circus manage this for larger brands - from plotting customer journeys to crafting a brand story. Andrew worked with Circus to develop and mobilise strategies for a number of major brands across vertical sectors: from retail and hospitality to financial services and property and placemaking.
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In this lesson you will learn:
- Ways to define your brand purpose
- Touchpoints in your customer journey that you should focus on
- Why being a small business is beneficial when telling your story
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Simona Campli is an innovation coach and helps entrepreneurs to make positive changes in their personal and business lives. In this lesson, Simona talks about how to use narrative to create a business and brand - and really dives into effective copywriting and how it can feed back into the branding strategy.
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