Strategy and Research for Brands and Personal Projects

Start the course by getting to know Carolina. She talks about her studies, her career in Argentina, the USA, and Colombia working alongside global, regional, and local brands. She also shares her main influences and sources of inspiration.

Look at the characteristics, differences, and common ground between the creative and strategic sides of your work and why combining the two is the key to establishing solid foundations for the entire project. From here, begin to outline your project by defining a few of its concepts.

Discover what a goal is, its purpose, how to develop it, and why it's essential for any strategy. Study the difference between business goals and communication goals, and learn to measure their success using KPIs.

Your product and the communication you establish must be based on what people are looking for, and as such, Carolina explains how to get to know your public, target market, and the importance of defining these within your strategy. Also explore how to find insights through research.

Now it's time to put your strategy together! Compile all your information and select the most important parts to include in a master document, and later, in the brief that will kick start the creative process.