Lecturas o videos requeridos

Tema 13. Razón para creer (Reason to believe)

Lecturas

• Sullivan, F. (2019). Let’s Talk About Brand Benefits and a Reason to Believe. Recuperado de https://medium.com/s/how-to-build-a-brand/lets-talk-about-brand-benefits-and-a-reason-to-believe-37a90fff59d8



• Laja, P. (2020). Differentiation Strategy: What It Is, Why It’s Critical, and How To Get It Right. Recuperado de https://cxl.com/blog/differentiation-strategy/

Videos

• Gurulocity Brand Management Institute. (2020, 23 de octubre). How to Write a Reason to Believe [How to Write a Creative Brief] [Archivo de video]. Recuperado de https://www.youtube.com/watch?v=RuPCggP5VIY

Tema 14. Personalidad de marca     

Lecturas

• Brandward. (s.f.). BrandGuide #5: Brand personality. Recuperado de https://branward.com/branderstand/brand-personality-2/

Videos

• Brand Master Academy. (2020, 6 de mayo). Brand Archetypes [The Brand Personality Framework] [Archivo de video]. Recuperado de https://www.youtube.com/watch?v=ubG1XNO1pE0



• Brand Master Academy. (2020, 16 de junio). 10 Brand Personality Examples [To Inspire Your Brand Strategy] [Archivo de video]. Recuperado de https://www.youtube.com/watch?v=WCxT7-VPqWk