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Branding Basics: Develop a Brand Idea, Value Proposition, and Customer Experience Brief


George Scribner
CEO & Founder, NetNewIdeas

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About This Class

Branding is often described as the feeling that a customer has when someone mentions your product. A company’s brand is comprised of its essential values. It is important to strategize brand values before marketing efforts begin.

In this class, George will teach a simple brand hierarchy that can help marketers, product managers, and business builders get started with the branding process. By the end of the class, students will be able to brainstorm their brand statement, value proposition, and customer experience guidelines that create the foundation for future marketing efforts.


  • Introduction 8:41
  • Case Studies 5:15
  • Brand Idea Examples 5:41
  • Start to Finish 40:22
  • Wrap Up 6:15


  • Develop a clear brand idea
  • Understand your company’s value proposition
  • Figure out how to create a customer experience that supports your brand’s values
  • Take the next step toward marketing efforts

About the Instructor(s)


George Scribner
CEO & Founder

George Blair Scribner is a marketing communications strategist and corporate “intrapreneur” whose career has spanned general advertising, digital and direct marketing, Web development, book publishing, and newspaper publishing.

George launched and led Brand Strategy at Digitas in New York. He developed positioning, product, and digital strategies based on deep marketing expertise and human insight. He was the go-to person for break-through thinking and for the development of intellectual capital. Clients included: American Express, Delta, SunTrust, Aetna, Mondelez, Clear Channel, Diageo, IBM, HSBC, Mars, TIAA/CREF, New York Times, and the Daily News.

Before Digitas, George launched a brand consulting practice at DDB/NY. His clients included Unilever, Georgia Pacific, and Media General. Prior to DDB, George was head of customer insights and business development for the digital design company, Organic. George informed business incubation, digital media strategies, brand development, and optimization of media performance for Avis, Barnes & Noble, Tommy Hilfiger, the Nature Conservancy, Zagat/Survey, and a variety of Internet startups.

He has been published in Advertising Age, Media Post, and the Huffington Post.

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