Instructor | Bruce Miller

The Six-Element Persona Framework

Broad vs. Narrow customer targeting

Building Personas with AI

Steve Jobs: The brand story begins with the customer — not the product.

Brands Work Subconsciously — Know Your Persona

Case Study: Beyond Meat — Getting the Target Customer Right

The 1960s: When Brand Stories Were Born

David Ogilvy: The Father of Modern Advertising

The Four C’s: Every brand communication must pass four tests

Roots of the Brand Story method

Filmmaker Roots — Story Has Structure

A Career Built on Brand Story

Every product or service — from law firms to coffee — is a commodity.

You don't need a unique product. You need a unique brand.

Align with your target customer's needs. Own a clear, relevant position

Establish a differentiator -- the foundation of your brand story.

Never let go of your brand concept. 

People don't buy products — they buy brands.

A brand position is a superpower that outweighs features, benefits, and pricing.

Most start-ups neglect their brand story while focusing on business plans and financials.