University at Buffalo - The State University of New York
Skip to Content
UB Web Management

Transforming UB’s digital communications through process and tools

Writing for the Brand

Solutions Group Date: July 14, 2016

Presenter:  Laura Silverman

Index:

  • [1:49]   Course Welcome and Introduction
  • [4:41]   Overview and definitions
  • [5:55]    What we say: brand positioning, attributes, message map
  • [10:24]   How we say it: brand expression, personality traits, Storytelling framework: Here is How
  • [15:29]  Examples & Tips