Course Curriculum

Enhanced Strategies To Integrate Your Brand & Marketing

1section
9lectures
1htotal

What you’ll learn

  • Decide the optimal placement of marketing objectives within a vertical integration framework.

  • Understand how a customer decision journey map can enhance marketing endeavors.

  • Recapture the essence of a unified brand in the context of brand experience and marketing communication.

  • Recognize the advantages of communicating the change story to employees.

  • Examine the stages involved in crafting an integration process.

01

Brand Integration

9 lectures • 1hr

  • Welcome

    Explore how integrated branding and marketing unify external customer marketing with vertical, horizontal, and internal integration, aligning brand vision, mission, purpose, and values while training employees as brand ambassadors.

    1:04

  • Define integration

    Expedia's integrated Travel Yourself campaign differentiates in a commoditized travel market. It shows how ubiquity, more touchpoints, and employee brand ambassadors redefine integration.

    4:34

  • Why integration

    Integrate marketing to drive efficiency and deliver a consistent brand across touchpoints, boosting credibility, employee engagement, and long-term revenue.

    3:01

  • Types of integration

    Align brand and marketing across vertical, horizontal, external, and internal integration to engage customers, prospects, employees, and communities, using the customer decision journey to unify touchpoints and messaging.

    3:58

  • Vertical Integration

    Vertical integration aligns marketing with company objectives to create brand consistency and engage employees, then activates these objectives across employees, customers, communities, and financial communities with cross-functional teams and measurement.

    10:57

  • Horizontal integration

    Learn how horizontal integration aligns marketing, organization, and capabilities around a customer-focused strategy. Build cross-functional teams, map touchpoints, and leverage data and external partners to deliver a unified brand experience.

    8:41

  • External integration

    Create an external integration that delivers a seamless, consistent brand experience across touchpoints like website, in-store signage, brochures, and social media using a customer decision journey map.

    9:28

  • Internal integration

    align internal and external branding by engaging employees as brand ambassadors through structured internal communications, brand audits, and ongoing training to improve customer satisfaction and loyalty.

    9:39

  • Integration Process

    Examine vertical, horizontal, internal, and external integration and how brands align vision and touchpoints across silos, with practical steps like leadership engagement, cross-functional teams, integrated briefs, and RACI.

    8:11