From the course: Branding Strategy: Define Your Creative Edge
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Define your why
From the course: Branding Strategy: Define Your Creative Edge
Define your why
- [Instructor] Have you ever bought a product not just because you liked it but once you read what the company stood for, you really wanted to purchase it? That is such a powerful way to really connect with your audience. You see, when a mission is beyond making a sale, focused on the needs of a consumer's behavior, you have some really powerful ways to make a connection. So let's look at an example of TOMS. They are the shoes that are super comfortable, but for every shoe that they buy, they give one to someone in need. That's a powerful mission. You have Warby Parker with the glasses and how they help someone else in need once you purchase one. And you have Best Friends Animal Society that is all about really helping decrease the amount of animals that are out in the streets and those kill shelters out there. So what does this really mean about having a good strong why? So how these companies have been able to connect is by using Maslow's hierarchy of needs. It's this pyramid that…
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