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Transforming AI

https://tinyurl.com/mmekeynote

Derek D’Angelo

ddangelo@fee.org

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A video of high school marketing and business teachers in a conference located in a casino. The scene should be bright and the video should look like it came from a drone.

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What this session is about

and isn’t about

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In one word, how does AI make you feel?

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The use of artificial intelligence tools such as ChatGPT in K-12 education

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How are educators supposed to teach student when they have this technology at their fingertips?

DIFFERENTLY

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What

Why

and how you teach it

EVALUATE AND REDESIGN

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There are finally tools that will help make this a realistic goal.

DIFFERENTIATED INSTRUCTION

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Empowering students to think critically and problem solve.

PROJECT BASED

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Prepare students for the workforce and make learning accessible to students of all abilities.

STUDENT DIRECTED LEARNING

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Focus on learning

No more “playing school”

What do your grades really show anyway?

EDUCATION IN A POST-GRADE WORLD

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A knife can be used to cut your steak or hurt someone

TEACH STUDENTS TO USE AI SAFELY AND EFFECTIVELY

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What percent of university students feel inadequately prepared for an AI-enabled workforce?

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48%

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Universities should provide training for both faculty and students on the effective use of AI tools (cited by 73% and 72% of respondents, respectively);
Universities should offer more courses on AI literacy (72%);
Universities should involve students in the decision-making process regarding which AI tools are implemented (71%); and
Universities should increase the use of AI in teaching and learning (59%).

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YOUR FUTURE STUDENT?

�How does this change your job? Do they still need to learn?

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AI as an augmentation tool

Create an image of a teacher wearing a backpack. The backpack should have tools that a teacher would use. Things like a pencil, gradebook, textbook, projector, laptop computer, pen, ruler, scissors, phone should be in the backpack. The teacher should be grabbing something representing AI to show that AI is an augmentation tool teachers should use in their classroom. The teacher should be in their classroom. The classroom should have windows and it should be a sunny day. Nikon D810 | ISO 64 | focal length 20mm (Voigtländer 20mm f3.5) | Aperture f/9 | Exposure Time 1/40 Sec (DRI)

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Create an image that has a transparent background and only shows a female arm with palm down on a table. The arm should have five layers of friendship bracelets on. The top friendship bracelet should have only colorful beads and don't have blanks for letters. The second friendship bracelet should have other colorful beads on the bracelet before and after blank beads where letters could go. There should be 4 blank beads where letters could go and then a one colorful bead to act as a space before 3 more blank beads where letters could go.

The third friendship bracelet should have other colorful beads on the bracelet before and after blank beads where letters could go. There should be 8 blank beads where letters could go. The fourth friendship bracelet should have other colorful beads on the bracelet before and after blank beads where letters could go. There should be 7 blank beads where letters could go. The bottom friendship bracelet closest to her hand should have only colorful beads and don't have blanks for letters.

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Learning Begins with Asking Good Questions

Or does it?

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“How should I write my college admission essay? Give me suggestions about the different sections I should include, what tone I should use, and what expressions I should avoid.”

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I am an 8th grade student taking U.S. History. I have a test tomorrow on the time period from the French and Indian War up to the Battle of Lexington and Concord. Help me prepare for the test by giving me multiple choice questions one at a time. Give me a question and wait for my answer. Then tell me if I am right or wrong. If I am wrong provide more detailed feedback.

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Put students in the position of being a creator/builder of their learning.

ENGAGE WITH THE AI

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How have you used AI in your classroom?

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What percent of university students report using AI weekly?

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54%

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On average, surveyed students use 2.1 AI tools for their courses. ChatGPT remains the most common tool used, cited by 66% of respondents, followed by Grammarly and Microsoft Copilot (each 25%). The most common use cases:

Search for information (69%);
Check grammar (42%);
Summarize documents (33%);
Paraphrase a document (28%); and
Create a first draft (24%).

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Artificial Intelligence

Machine Learning

Artificial General Intelligence

Generative AI

Hallucinations

Bias

Large Language Model

Diffusion Models

Foundation Models

And More

TERMINOLOGY

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With HeyGen, you can easily create content for global audiences, whether it’s educational videos, product demos, marketing assets, or more!

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AI is TRANSFORMATIVE

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By 2025, AI might eliminate ___ million jobs, but create ___ million new ones.

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Lump of Labor Fallacy

The Lump of Labor fallacy overlooks how efficiency gains, such as automation, not only lower costs but also stimulate economic growth and job creation by enabling consumers to spend on new needs and wants.

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The economic potential of generative AI: The next productivity frontier

McKinsey Digital

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The backhoe on the left likely caused a lot of construction workers to lose their jobs.

It’s not about jobs. If we needed jobs we could give all workers spoons to dig with.

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How much is AI expected to improve employee productivity?

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The author, Anthropic’s CEO, explores how advanced AI could radically transform the world positively, despite prevalent concerns about its risks. Although Anthropic primarily discusses AI risks, the author emphasizes they are optimistic about AI's potential benefits. They argue that minimizing risks is key to unlocking a fundamentally positive future. In this essay, they present educated guesses on what a world with powerful AI might look like if things go right. Potential advancements include breakthroughs in health, neuroscience, poverty alleviation, governance, and the future of work, projecting radical improvements in human quality of life. However, the unpredictable nature of AI development requires cautious optimism, continuous effort to manage risks, and thoughtful alignment with ethical goals.

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Ethical Considerations

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The economic potential of generative AI: The next productivity frontier

McKinsey Digital

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The Difficulty of

Ethical AI

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Constitutions

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What is prompt engineering?

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Prompt engineering is the art of writing prompts to get the language model to do what we want it to do.

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By mastering this skill, you can unlock the full potential of AI-generated responses, making your interactions more productive and tailored to your specific needs.

Constrain the model

Clarity, context, specificity, desired outcome

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Dan Fitzpatrick of The AI Classroom has developed the PREPARE Framework.

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PROMPT

Start with a clear goal or question. Provide a stage for what follows.

For example, “Write a summary about the latest AI trends in education.”

PRO TIP: Initiate your prompts with clear action-oriented words like "Create," "Write," "Explain," or "Generate."

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ROLE

Give the AI a role and outline the context.

For example, “You’re an education expert analyzing the AI trends.”

PRO TIP: Context is the key to guiding ChatGPT effectively. When seeking information or advice, provide relevant background details. Context empowers ChatGPT to understand your needs better and deliver tailored responses.

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EXPLICIT

Be specific in your question to avoid misunderstandings.

For example, “In the summary, mention how AI can contribute to personalized learning.”

PRO TIP: Avoid vague or ambiguous prompts that lead to equally vague responses. Ensure your requests are concise and specific. Specify what you want to include, avoid, or prioritize in the response. Clearly state how you want the response formatted, whether it's a list, table, paragraph, poem, or a specific style of writing.

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PARAMETERS

Set clear frameworks such as tone of voice and the format of the output.

For example, “Use an informative tone for high school economics students and keep the summary under 300 words.”

PRO TIP: To convey your expectations clearly, provide examples within your prompts. Share a sample paragraph or sentence and ask ChatGPT to follow a similar style.

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ASK

Ask the AI to ask you clarification questions before it continues.

For example, “Ask me some clarification questions first, and then answer.”

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RATE

Ask the AI to rate its own output.

For example: “Give the summary a rating based on 0-10 points, and indicate what could be improved.”

PRO TIP: Like any skill, crafting effective prompts improves with practice. Regularly review and refine your prompts for greater accuracy and better results.

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EMOTION

Add an emotional stimulus. This appears to be able to increase quality.

For example: “Breathe in, and breathe out. Try to really do your best. It’s important to me.”

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STEPS (ADDED BY ME)

Ask the AI to make thinking steps explicit.

For example, “Take this task one step at a time, and explain your thinking steps.”

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STEPS (ADDED BY ME)

Ask the AI to make thinking steps explicit.

For example, “Take this task one step at a time, and explain your thinking steps.”

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What percent of educators have reported receiving NO AI training as part of their professional development?

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Helpful Hints

Provide roles and goals
Use positive & negative prompting �(what to include or not include)
Use shot prompting �(provide examples)
Use Chain-of-Thought Prompting �(Let’s think step by step)
Have it use self criticism when editing
Use an interactive strategy�(Ask further q’s based on initial result)
Specify output format�(Bullet list, table, CSV file, etc.)

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Model-Guided Prompting

I am 16 and would like to start investing. What else do you need to know to give me personalized advice?

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Example Uses

Explain the law of demand for a high school student. Incorporate the use of emojis.

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Example Uses - Role Playing

Scenario: Encourage students to think from the perspective of a key figure in economics.

"You are Adam Smith, and you're addressing a class of high school students about the benefits of the free market. Explain how the invisible hand guides supply and demand in a way that benefits society, using modern-day examples such as online shopping platforms."

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Example Uses - Persona Based

Scenario: Adapt economic and financial advice to different situations or people.

"Imagine you're a financial advisor for a young college graduate with $10,000 in student loans, a part-time job, and $2,000 in savings. Create a personalized financial plan, including steps to pay off debt, budget for living expenses, and begin investing for the future."

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Photographs

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For the most realistic-looking photographs, the key is to include specific details like lighting, perspective, surroundings, and a clear scene description.

A photograph of a city street at night, illuminated by streetlights and neon signs. Rain on the pavement reflects the lights, and a few pedestrians with umbrellas are walking along the sidewalks.

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You are a dall-e prompt engineer. You craft dall-e prompts in the following formula: (Detailed Subject of image), (time of day), (5 descriptive adjectives), (type of camera), (type of lens), (aspect ratio), (exposure)

(A golden retriever dog sitting on green grass), (midday sunlight), (happy, warm, serene, detailed, bright), (DSLR camera), (50mm prime lens), (16:9 aspect ratio), (slightly overexposed)

Create a prompt for an image of a dog sitting outside in the sun.

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A family bbq photo from 1976 on a Polaroid v 5

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Best Midjourney Photography Prompts With Examples

PRO TIP: Create a prompt folder.

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Strategies for Student Engagement Uses of AI

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“This version of ChatGPT is the weakest, most rudimentary artificial intelligence of its kind our students will ever use.”

Matt Miller

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Behavioral Economics Can Explain the Challenges of Online Dating 2-26-2023

Creation of student profiles for roommate matching activity.

Use

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Economists Love the Misery Index 1-22-2024

Hypothetical consumer interviews about life impact of the economic situation.

Use

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The Real Price of Being Home Alone 12-18-2023

Kevin McCallister: Echoes of the Past

Use

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Act as if…

& Tell me what else you need

“Act as if you are my personal tutor for my high school marketing course. Create a weekly study plan for me. Tell me what else you need to do this.”

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Strategy

Ask ChatGPT to help me practice interview skills.

I want you to act as an interviewer. I will be the candidate and you will ask me the interview questions for a college admissions interview. I want you to only reply as the interviewer. Do not write all the conservation at once. I want you to only do the interview with me. Ask me the questions and wait for my answers. Do not write explanations. Ask me the questions one by one like an interviewer does and wait for my answers. My first sentence is "Hi"

Example

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Strategy

Debate with ChatGPT.

I want you to debate a topic with me. You should take the opposite stance to mine. I feel controversial marketing, also known as shock advertising, is an acceptable tactic to generate buzz around a brand. Only provide one counterargument at a time and wait for me to respond.

Example

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Strategy

Student ask ChatGPT for a “list of 5” or listed examples of a topic.

Students pick what they think is the top reason provided in the response and defend their choice. They could also find an article associated with their selection.

What are 5 threats to supply chain management?

Example

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Strategy

Provide students with a graph and ask them to identify something significant they notice and ask ChatGPT for more information.

Provide a graph of the stock price for Ford Motor Company to students and have them describe something on the graph in a ChatGPT prompt to obtain a response that tells more of the story about that topic and that particular time period. i.e. students can ask why the stock price increased significantly in 1998.

Example

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Strategy

Make the text more approachable.

Paste an article. Tell ChatGPT to summarize and rewrite the article in the style of LL Cool J.

Example

https://medium.com/theymakedesign/brand-positioning-7a8494d188f0

Summarize and rewrite the following article in the style of LL Cool J. Keep it under 200 words.

Understanding the concept of brand positioning is essential and pivotal for any business aiming to carve a unique niche. When one delves into the core of what a ‘brand’ means, they often encounter intricate definitions and interpretations.

Yet, if distilled down, a brand’s essence often emerges as a simple statement, capturing its spirit, promise, and the unique value it offers to its target audience.

Definition of Brand Positioning

At the heart of branding lies the concept of brand position.

Brand positioning is essentially this simple statement that encapsulates what a brand stands for, its core values, and the space it aims to occupy in the customers’ minds.

This space isn’t merely physical or based on a specific product category; it extends to the emotions, beliefs, and expectations associated with the brand.

By anchoring the brand to a distinct position, businesses can differentiate themselves from competitors and foster deeper connections with their audience.

It boils down to understanding and communicating your brand effectively to resonate and create lasting impressions.

Importance of Brand Positioning

Navigating the labyrinth of today’s marketplace can be challenging, given the ever-growing number of brands vying for consumers’ attention.

Amid this cacophony, standing out becomes more than just a competitive advantage — it’s imperative. Brand positioning emerges as a beacon, guiding brands toward clarity, consistency, and connection. The importance of brand positioning stretches far beyond mere marketing tactics.

Source: freepik.com

It’s a strategic anchor, a compass directing every company’s decision, ensuring its voice, values, and offerings resonate clearly and consistently with its intended audience.

Why is Brand Positioning Critical in Today’s Market?

In marketing, many marketers find themselves grappling with rapidly evolving market conditions. A company can no longer rely solely on a high-quality product or service to thrive.

Instead, brands need to forge a distinct identity in the minds of consumers.

This is where the significance of brand positioning becomes palpable. It anchors the brand strategy and provides direction, ensuring that marketing efforts are cohesive, targeted, and reflective of the brand’s essence.

Brand positioning is important because it allows a brand to claim a unique space, making it more memorable and relevant to its target audience.

It acts as a compass, helping brands navigate the ever-fluctuating market conditions with agility, ensuring they remain top-of-mind for their audience. With the proliferation of brands in the market, a company must craft a clear and compelling brand position.

Doing so differentiates it from competitors and provides a solid foundation to build enduring relationships with consumers with a good branding positioning.

Advantages of Effective Brand Positioning

Brands that prioritize effective own brand positioning strategy unlock a treasure trove of benefits. Firstly, a strong brand position often translates to an easily recognizable brand that resonates deeply with its audience.

This strength isn’t just about having a catchy logo or a memorable tagline — it’s about consistently delivering on the brand promise, ensuring that every interaction aligns with the brand’s core values.

By effectively positioning themselves, brands can communicate their unique value proposition. This clarity not only aids in differentiating the company’s offering from its competitors and enhances the customer experience.

When consumers understand and resonate with a brand’s positioning, they’re more likely to align with its values, become loyal customers, and even brand advocates.

Effective brand positioning amplifies marketing efforts, ensuring that messaging is consistent across channels and truly captures what makes the brand unique.

In the vast sea of brands, a clear, consistent, and compelling position acts as a lighthouse, guiding consumers toward a brand they can trust and resonate with. Through effective positioning, brands can foster meaningful connections, drive loyalty, and ensure long-term success.

Understanding Brand Positioning

Effective brand positioning strategy can be likened to a compass in branding. This tool ensures a brand is directed toward its true north, a path where it can shine distinctively and resonate deeply with its target market. But what does it entail? And how can a brand ensure its position is both robust and relevant?

Brand positioning goes beyond just a catchy tagline or a memorable logo. The strategic effort defines a brand’s unique space within the marketplace. At the essence of brand position lies the fantastic value, emotion, and perception a brand wishes to evoke in its target audience’s minds. Essentially, it answers the pivotal question: where does the brand stand in the competitive landscape?

The Brand Positioning Map Explained

Visual tools can offer clarity in complex scenarios, and the brand positioning map does precisely that. Rooted in market research, it’s a visual representation that plots brands against one another based on various attributes, giving marketers a bird’s eye view of the competitive landscape.

Imagine a graph with X and Y axes representing different attributes essential to the target audience. Each point on this map signifies a brand positioned based on its perceived strengths in these attributes.

This map clarifies where there might be a ‘gap’ in the market — a space not currently occupied by any brand. Understanding a brand’s position on this map ensures it caters to its target audience’s needs while differentiating itself from competitors.

Brand Positioning Framework: Essential Components

For a brand’s positioning to be effective, it can’t be based on mere intuition. A structured approach, the brand positioning framework, is pivotal. This framework is a scaffold supporting a brand’s unique position in the marketplace.

There are typically four critical components in this framework:

Target Audience: Who are you speaking to? The first step is understanding your primary audience’s needs, aspirations, and pain points.

Brand Promise: What commitment do you make to this audience? This is often the emotional benefit your brand offers.

Reason to Believe: Why should your audience believe you? This is based on features, facts, or proof points that back your brand promise.

Competitive Environment: Who are your primary competitors? And what makes your brand unique in this landscape?

Each of these elements interweaves to spotlight what’s genuinely unique about a brand — the brand’s unique value proposition. By aligning marketing strategies with this framework, brands can ensure they communicate consistently, resonate authentically, and foster deeper connections with their audience.

Understanding brand positioning is akin to mastering the art and science of branding. It requires a deep dive into what a brand stands for, analyzing the marketplace, and a structured approach to ensure its unique voice shines through.

Developing a Brand Positioning Strategy

The success of any brand in today’s competitive marketplace is contingent upon its ability to stand out. While having a great product or service is foundational, it’s equally crucial for brands to establish a clear, distinct position in the minds of consumers.

This requires a well-crafted brand positioning strategy that is the backbone for all branding and marketing endeavors.

Steps to Find a Powerful Brand Positioning

Crafting a compelling brand strategy begins with understanding the fundamentals. Branding is forging a deep, emotional connection with your audience, making your brand memorable.

This involves ensuring that your brand’s messaging and actions align with the perceptions you aim to instill in your target market.

Firstly, identify your target customer. Dive deep into their psyche — understand their desires, pain points, and preferences. Your brand should cater to their needs, offering solutions and experiences that resonate with them.

Next, establish a clear position. This is your brand’s unique space in the marketplace, distinguishing you from competitors. While numerous brand positioning strategies are available, the most effective ones are rooted in genuine insights and reflect the brand’s core values.

Finally, it’s pivotal to have a consistent brand strategy in place. It’s not just about a logo or tagline but ensuring every touchpoint and interaction mirrors what the brand stands for. The cumulative effect of these efforts makes branding potent and impactful.

How to Create a Comprehensive Brand Positioning Strategy

To truly carve a niche for your brand in the market and secure a significant market share, it’s essential to have a comprehensive brand positioning strategy.

Such a strategy acts as a beacon, guiding your brand’s decisions and ensuring that your brand’s image is unambiguous and desirable in the customer’s mind.

In marketing, understanding how your company is perceived is vital. Positioning isn’t just about how you see your brand but, more critically, how your audience perceives it.

Hence, regular feedback loops and consumer insights should inform your strategy, ensuring it remains agile and relevant.

One cannot stress enough the importance of expert guidance when crafting a brand positioning strategy. Brand design experts possess the experience and insights to help align your brand with market needs, ensuring that your branding efforts are effective, coherent, and drive results.

Their expertise can be invaluable in navigating the complexities of today’s market landscape. Thus, it’s wise to consider hiring professionals in the field to gain a competitive edge.

Types of Brand Positioning Strategies

As you delve into the world of brand positioning, it becomes apparent that there isn’t a one-size-fits-all approach. Various strategies can be employed, each with its own merits and considerations. Here are some to consider:

Benefit Positioning: This focuses on a unique benefit your brand offers that other brands don’t provide. It’s about highlighting that singular advantage.

Competitive Positioning: Here, the strategy revolves around how your brand is a superior choice compared to competitors. It’s’ a direct comparison, underscoring what makes your brand the better option.

Quality or Price Positioning: Some brands position themselves as the premium choice, emphasizing quality, while others focus on being the most economical, emphasizing value.

Problem and Solution Positioning: This strategy focuses on consumers’ issues and positions the brand as the optimal solution.

Choosing the right brand positioning strategy depends on various factors, including market dynamics, consumer preferences, and the brand’s strengths.

Regardless of the method chosen, it’s pivotal that it’s implemented consistently across all touchpoints, ensuring the brand’s message is coherent and compelling.

Developing a robust brand positioning strategy is both an art and a science, necessitating deep insights, strategic thinking, and consistent execution.

As brands vie for consumer attention, those with a clear, compelling position are more likely to capture hearts, minds, and wallets.

Real-World Insights

In the realm of brand positioning, the theory is invaluable. Yet, real-world examples offer insights that can be both illuminating and instructive. Observing how established companies navigate their brand positioning can provide budding brands with practical strategies to emulate or pitfalls to avoid.

This section will dive into current brand positioning scenarios and the statements that drive brand promise and marketing communications.

Brand Positioning Examples in the Market

Consider a world-renowned company name like Apple. The company’s brand is synonymous with innovation, sleek design, and premium quality.

It’s not just the products they sell; it’s the entire experience they promise and consistently deliver. Their stores, product design, and packaging scream minimalism and luxury.

Through their consistent branding efforts, they have positioned their company’s offerings as not just tech gadgets but lifestyle products.

Another notable example is Nike. While many sportswear brands are in the market, Nike promotes more than just shoes or apparel. They are selling motivation, determination, and the spirit of athleticism.

Their “Just Do It” slogan isn’t just a catchy phrase; it encapsulates the brand’s essence, urging new customers and loyal fans to push their limits.

Through powerful storytelling and celebrity endorsements, Nike doesn’t merely advertise a product; they evoke an emotion, inspiring many to associate the brand with their fitness journeys.

Lastly, think of Tesla. While the automotive market has many established players, Tesla’s brand positioning as a leader in electric, sustainable vehicles is precise.

Their focus on innovation and sustainability, combined with a charismatic CEO in Elon Musk, ensures that the company is at the forefront of discussions about the future of transportation.

Each time Tesla releases a new model or feature, it reaffirms its promise of driving the world toward sustainable energy.

These brands have adeptly managed to intertwine their company names with specific emotions, values, or experiences in the minds of consumers, showcasing the power of strategic brand positioning.

Brand Positioning Statement Examples: What Works

Behind every successful brand positioning is a compelling positioning statement. This is the foundation upon which all marketing communications are built. It succinctly conveys what the brand stands for, its target audience, and how it differentiates from competitors.

For instance, let’s consider Dove. Their brand positioning statement revolves around natural beauty and inclusivity. Dove doesn’t merely sell skincare products; their campaigns challenge societal beauty standards, promoting self-love and acceptance.

Their information might read: “Dove provides skin care products for women of all shapes, sizes, and colors, championing real beauty and challenging societal standards.”

It’s a strong brand positioning statement evident in every advertisement they produce.

Another instance is Slack, a communication tool for teams. Their positioning statement could be: “Slack organizes team communications in one place, making work more productive and less stressful.”

It’s’ direct and highlights the brand promise — efficiency and stress-free communication.

However, not all positioning statements hit the mark.

Weak or generic information can confuse consumers about a brand’s value proposition. The information must be clear, unique, and resonate with the intended audience for successful brand positioning.

It should inform all marketing communications, ensuring consistency across touchpoints. Whether it’s an advertisement, a press release, or a social media post, the brand promise encapsulated in the positioning statement should shine through.

A brand positioning statement guides a brand’s interactions with the world. It ensures clarity, drives strategy, and can be a powerful tool to carve a niche in the market when executed correctly.

Brands with a well-defined and strong brand positioning statement have a significant advantage in their marketing and branding endeavors.

Conclusion

From the myriad of brands jostling for attention to the ever-evolving expectations of customers, the importance of carving a unique niche has never been more pronounced.

As we’ve explored in our deep dive into brand positioning, the rewards of a well-defined and executed positioning strategy are manifold.

Branding is more than just a logo or a catchy tagline. It’s an embodiment of a company’s values, ethos, and the promises they make to their customers.

In essence, branding is a reflection of a company’s identity. The amalgamation of marketing tactics, brand promises, and customer experiences culminates in a brand’s position in the market.

Developing your brand positioning strategy is a decisive step in ensuring your brand stands out. It serves as a compass, guiding every branding decision and marketing initiative.

A well-crafted, compelling brand positioning strategy can cement your brand’s place in the minds of your target customers.

It accentuates your value proposition, differentiates you from competitors, and solidifies your unique brand position in the market.

Brands that achieve strong brand positioning do not merely exist; they thrive. They command loyalty, dictate trends, and sometimes even amass a cult following akin to companies like Apple.

This is not achieved overnight. It demands understanding market dynamics, recognizing customer aspirations, and delivering consistent value.

Such brands understand their customers and anticipate and shape their desires. The outcome? A strong brand position that resonates, differentiates, and elevates.

Consider a cult branding company. Their resonance with consumers is no accident. It’s a deliberate, well-executed strategy that ensures their messaging, offerings, and customer interactions are in perfect harmony.

It’s not just about the products or services; it’s the experience, the emotion, and the connection they foster.

However, the journey to solid brand positioning is neither short nor easy.

It demands introspection, strategy, and unwavering commitment. Brands must consistently deliver on their promises, adjust to changing market dynamics, and be genuine in their interactions.

The onus is on every company to recognize and harness the transformative power of effective branding.

As we’ve explored, a well-defined brand position can be the linchpin for growth, customer loyalty, and sustained market relevance. Brands must continually evolve, adapt, and innovate to stay ahead.

The challenge is clear, but so are the rewards. The question is, are you ready to position your brand for success?

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Strategy

Ask ChatGPT to create a scenario for students to utilize in a role play situation.

Provide a scenario where I need to assess, compare, and evaluate factors and strategies that impact pricing of a product.

Example

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Strategy

Debate Role Information

https://docs.google.com/document/d/10iI3TAy9-LGZ6HM4DE23rZF2rO0oh2e7F2zuW1-Lfic/edit?usp=sharing

Example

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Strategy

Productivity Assignment Data Tables

https://docs.google.com/document/d/1Dad4GGSsxmoOdr9F7g0319n4EQWdsgUXVn0pfm9EfiQ/edit?usp=sharing

Example

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ECON 101: TAYLOR’S VERSION

Economic Systems Assignment Creation

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ECON 101: TAYLOR’S VERSION

Taxation Assignment Creation

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UPLOAD A DATA TABLE

Ask ChatGPT to analyze the results

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Strategy

Ask ChatGPT to create a simulation problem for students to answer.

Create a business model for a haunted house that is open for two months a year. Provide economic data such as average variable cost and average total cost. I want the person using this data to determine what the breakeven price is for admission to the haunted house.

Example

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Strategy

Ask ChatGPT to help create a marketing plan.

“You own a marketing firm that specializes in developing marketing plans for a variety of products. You’ve been hired by Boom Boom Sports to develop a marketing plan for a new product. Boom Boom Sports is based in Boston, MA. Historically, Boom Boom has manufactured sports equipment in Western MA and sold sports equipment to various retailers in Massachusetts such as Dick’s Sporting Goods.”

Example

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Strategy

Ask ChatGPT to help create a business ethics case study.

“Create a high school level business ethics case study similar to the following:

Art Club Supervisor Tries to Plan Craft Fair Amidst Budget Cuts

Scenario The Art Club always puts on an annual Craft Fair for the school and community. This fair is an important funding source for the Visual Arts department, whose budget is typically used to cover the cost of art supplies, field trips, and Art Club activities….”

Example

Create a high school level business ethics case study similar to the following:

Art Club Supervisor Tries to Plan Craft Fair Amidst Budget Cuts Scenario The Art Club always puts on an annual Craft Fair for the school and community. This fair is an important funding source for the Visual Arts department, whose budget is typically used to cover the cost of art supplies, field trips, and Art Club activities. In the past, products for sale have always been made from high-quality materials. Due to district budget cuts as a result of COVID-19, this year’s budget for the Visual Arts department has been reduced. Mr. Kim, who is the Art Club supervisor and responsible for organizing the fair, is considering buying lower-quality supplies with this year’s budget while maintaining the typical Craft Fair prices. This will allow the Art Club to sell items for a higher profit, and recoup some of the money lost in budget cuts. Mr. Kim knows that using lower-quality components to cut costs, especially following COVID-19, is a strategy used by larger manufacturers. However, Mr. Kim worries that school and community members may notice the decrease in quality from last year’s fair, and the students may be disappointed by the lack of quality materials. Is following in the steps of larger manufacturers the way to go in this scenario? How can companies conduct business ethically when trying to remain profitable in such difficult circumstances? What steps can Mr. Kim take to preserve the integrity of the Craft Fair event while still supporting the Art Club amidst budget cuts? Suggested Questions • Who are the stakeholders involved in Mr. Kim’s decision? In what way(s) are they potentially impacted—and to what extent? • Are businesses acting with integrity when they use lower-quality components to recoup costs lost from difficult circumstances? Why or why not? How is this responsibility made more complicated by circumstances out of their control? • To what extent should businesses be expected to maintain quality and prices when there are unprecedented circumstances impacting production? Can we hold companies accountable for changes in product quality as a result? • How transparent should businesses be about their decisions regarding quality level and pricing? How does this affect trust in the companies and manufacturing process? • If businesses decide to use lower-quality components that impact the integrity of their products, how will this affect company and product viability? What if companies spend money on higherquality components and potentially sacrifice profit? • In what way(s) does this dilemma impact large corporations? What about small businesses? Is it fair that companies may be affected differently? • What steps can companies take to mitigate the effects of lower-quality components in the manufacturing process? What are the pros and cons of making adjustments to this process in anticipation of difficulties like supply shortages? Case Study Summary When developing the case study summary, make sure the following are addressed: • Why the ethical issue happened. • How the ethical issue should be resolved. • What could have prevented the ethical issue.

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What percent of parents have discussed AI usage with their kids?

ⓘ

Click Present with Slido or install our Chrome extension to activate this poll while presenting.

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Strategy

Ask ChatGPT to create a review guide, provide tutoring, create a practice test or a second version of a test.

Create a review guide for a test on product branding for my high school marketing class.

Follow-up: Act as my tutor and help me prepare for the test by asking me questions to determine my preparedness for the test. Wait for me to reply before asking each question and tell me if I am right or wrong.

Or, can you provide a description for each of the topics along with 3 questions about each topic for me to practice?

Example

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Strategy

Ask ChatGPT to create an outline for a paper.

I am a high school business student and need to write a paper about the importance of entrepreneurs in our economy. Provide an outline for my writing. The paper must be 750-1000 words.

Example

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Strategy

Ask ChatGPT to create questions and answer choices for you to use in a review Kahoot for your next test.

I am a high school Marketing teacher and want to help students review for their test. Create 15 questions that are less than 120 characters and 4 answer choices that are less than 75 characters. The topic is product branding.

Example

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Strategy

Ask ChatGPT to create a letter of recommendation for a student.

Create a letter of recommendation for a high school student. The letter should be between 350-500 words and will be used for college applications. Here are pieces of information about the student that could be incorporated into the letter:....

Example

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Strategy

Ask ChatGPT to become an adaptive questioner.

I'm trying to improve my Microsoft Excel skills. Ask me a question and wait for my response. Provide feedback for my response. Continue asking me adaptive questions regarding Microsoft Excel that will help me improve my skills.

Example

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Strategy

Ask students to create a prompt that may have generated the provided response.

Provide students the response to your ChatGPT prompt: Generate a list of concepts found on a pay stub for students to know before starting their first job.

Example

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Strategy

Ask ChatGPT to become an immersive Choose-Your-Own Adventure story.

“I'm trying to improve my understanding of stagflation in the 1970s. Develop a creative choose-your-own adventure story and keep asking me to choose an option before moving on to the next part of the story. Be sure to wait for me to choose an option before continuing.”

Example

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Strategy

Ask ChatGPT to generate prompts for ice breaker type of activities.

I have a professional development workshop with elementary teachers and would like to ask them “Would you rather” type questions. Can you provide 5 examples of “would you rather” style questions that are tailored to elementary teachers?

Example

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Strategy

Ask ChatGPT to generate annotated work samples that show the features of novice,

proficient, and very proficient work.

Generate an annotated work sample for a persuasive writing task that compares a novice essay to a proficient essay. The essay topic is: Influencer marketing is the most important strategy in digital marketing. Defend or refute the statement in 1,000 to 1,500 words.

Example

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Strategy

Ask ChatGPT to generate ideas for alternative assessment methods, such as

projects, presentations, or portfolio assignments.

Generate a list of 5 alternative assessment methods that could be used to assess high school students' understanding of sports and entertainment marketing.

Example

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Strategy

Ask ChatGPT to soften the tone of an email.

Soften the tone of this email to a parent of one of a high school student: As stated in my syllabus, I do not accept late work. Your student was given adequate class time to complete the assignment and did not make productive use of their time. In fact, I notice quite often they are on their phone and distracted from doing what they are supposed to be doing.

Example

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Strategy

Ask ChatGPT to help you create a newsletter or email to parents about what students learned this week and will learn next week in your class.

Create an email newsletter for parents of students in my high school marketing course. This week we explored the following marketing standard and performance indicators:.....

Example

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Strategy

Ask ChatGPT to create a fill in the blanks writing that includes key vocabulary for an upcoming chapter.

Create a fill in the blanks assignment for high school marketing students that includes key vocabulary for a unit that includes the following learning standards and sample indicators:

Example

Create a fill in the blanks assignment for high school marketing students that includes key vocabulary for a unit that includes the following learning standards and sample indicators: Understand the concepts, systems, and tools needed to gather, access, synthesize, evaluate, and disseminate information for use in making decisions in marketing communications.

Plan marketing research activities to ensure appropriateness and adequacy of data-collection efforts.

Analyze media research tools

Select appropriate research techniques

Design qualitative marketing research study to ensure appropriateness of data-collection efforts.

Design qualitative research study

Develop a discussion guide for a qualitative marketing research study

Develop screener for a qualitative marketing research study

Determine sample for qualitative marketing research study

Collect marketing information to ensure accuracy and adequacy of data for decision-making in marketing communications.

Gather brand information

Conduct pre-campaign testing

Track performance of promotional activities

Track trends (e.g., social, buying, advertising agency, etc.)

Analyze consumer behavior (e.g., media-consumption, buying, etc)

Conduct idea-generation session

Moderate research groups

Process marketing information to test hypothesis and/or to resolve issues.

Interpret qualitative research findings

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Strategy

Ask ChatGPT to generate a glossary of terms and definitions that are relevant to

the syllabus or unit of study.

Generate a glossary of terms and definitions for a unit on principles of sales and promotion for a high school marketing student.

Example

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Strategy

Ask ChatGPT to generate lesson plans that align with the scope and sequence of

your syllabus.

Create a lesson plan for a unit on Principles of Marketing Research that includes a variety of activities and assessments and takes into account the following paragraph where I provide a brief description on the skills and knowledge of my students.

Example

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Strategy

Ask ChatGPT to summarize challenging text for ELL, special education, or any student struggling with the material.

Summarize the following article in 100 words or less for student with the reading level of an average 12 year old:

Example

Summarize the following article in 100 words or less for student with the reading level of an average 12 year old: Isaac Rogers, president of Sago, expands on how qualitative research has changed over the past years and how more insightful qualitative research can be collected through strategies like one-to-one video interviews, smaller focus groups, AI, and mobile ethnography.

Here is a multiple-choice pop quiz question for the marketers, brand managers, and product specialists out there:

Amid the recent dramatic shifts in market research and consumer understanding, you are:

Ahead of the knowledge curve

In the middle of the pack

Not even close

Not even sure

Regardless of how you answered, if you grasp how much things have changed in the past three years, you can prepare for what is coming in the future of market research. The pandemic created a perfect storm of disruption — and plenty of rich, new opportunities — for market researchers to pivot from relying heavily on quantitative data to plumbing richer, deeper insights from qualitative data.

Pandemic circumstances forced market researchers to find new ways of contacting, interviewing, polling and interacting with consumers to understand their behaviors, brand preferences, habits, and emotions.

Just like the rest of the world, qualitative research had to adapt. Nimble, savvy marketers fine-tuned existing data strategies and embraced new approaches to answer questions in a dramatically changing consumer landscape:

What is the definition of “a shopping journey” in an exclusively online marketplace delivered to your door?

What influences brand loyalty now? Do price points and familiarity give way to home delivery availability and speed?

How likely and quickly will consumers change brand preferences, and why?

Which technologies are must-haves? (Think how QR codes have become part of the everyday experience, whether scanning in to pick up groceries or pick up your kids from school).

Which nimble new brands capture loyalty by capturing the near-real-time changes in consumer experiences?

Qualitative Research to the Rescue

Historically, the benefit of qualitative research, with its focus on deeper, more personal interactions, was its ability to get into consumers’ minds, habits, emotions, and preferences. What keeps my brand top-of-mind for consumers? Until COVID, qualitative research’s output was fairly stable and constant—a perfect companion to quantitative research.

But the pandemic almost instantaneously created new opportunities for market researchers to dive deeper into consumers’ new choices, options, behaviors, and emotions about brands and shopping. Will they stay loyal to my brand? If so, why? If not, why not?

Example? One-to-one video interviews have emerged as a data-rich marketing platform for interacting with consumers in-depth. And they’re not limited to a single instance of screen sharing. Multi-phase follow-up interviews can offer new insights into how consumers act, behave, and think over time and in different situations.

For example, watching peoples’ faces on video screens has always provided nonverbal clues about their product choices and decisions. However, asking a consumer to a video tour their home, pantry, living room, or office space becomes a rich source of live, unfiltered data about how they choose and use products — and why they might abandon long-time favorites for a new alternative.

Observing what goes on in the background at home with spouses, partners, children, and pets can also be enlightening. So can asking consumers to use their mobile devices to record how they use a new product or technology. What do they emphasize that a marketer might not have considered exploring or asking about?

How Market Researchers Can Adapt and Innovate in the New Reality

Here are some ways market researchers can respond to the demand for more insightful qualitative research.

Start each engagement by identifying the goal. What is the question to answer, and how is the answer best achieved? Not every cool new market research technology will be relevant, and not every available data point will be helpful. Deploy the approaches and tools that will answer questions with the best precision and the richest information.

Combine hard quantitative data with qualitative personal stories to show multiple solutions or concepts. Qualitative data shines when it turns the spotlight on the very human consumers behind the hard numbers.

Considering shrinking the number of participants in a video focus group. For example, five deeply engaging one-on-one video interviews of carefully chosen representative consumers might be as impactful (or even more so) than a 75-question survey with thousands of respondents.

With newly available data, consider updating your brand’s legacy customer profiles. Isn’t it time for the prototypical PowerPoint you created 5-10 years ago to enjoy a makeover?

Be prepared to pay higher incentives to consumers who participate in research. Like it or not, inflation has raised the price of nearly everything.

Don’t drown in data. Leverage new tools — content tagging, artificial intelligence, mobile ethnography, text, and sentiment analysis technologies — to get more out of vast amounts of data without spending immense amounts of time analyzing. Equally important: Invest in staff training as much as you invest in technology.

Ensure the output is what the client wants and needs, regardless of what has been requested.

After COVID there has been a drastic alter in the relationships between products/services and customers. Rich, enlightened qualitative research can help marketing professionals abandon old habits, adopt new ones and stay ahead of the curve— and the competition.

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9

2. Using the image above, which depicts the first half of the nineteenth century, answer (a), (b), and (c).

a) Briefly describe ONE historical perspective expressed in the image.

b) Briefly explain how ONE specific event or development in the period from 1800 to 1850 contributed to the process depicted in the image.

c) Briefly explain ONE specific historical effect in the period from 1844 to 1890 that resulted from the process depicted in the image.

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You can now create custom versions of ChatGPT that combine instructions, extra knowledge, and any combination of skills.

My GPTs

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Customize ChatGPT

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ChatGPT app

Chat with Voice

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ChatGPT

Create Images with DALL-E

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AI Tools Homework

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MagicSchool

ChatGPT Interface

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Class Companion

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Elevenlabs

Text to speech

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Aceify

Test Answers

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Conker

Creates quiz/test questions

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🤔 Curipod

curipod.com

Create interactive lessons with content and question types including poll, word cloud, drawing, and open question. Create your own lesson, or use AI to generate individual activities or an entire lesson.

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Diffit

Adapt or generate text for a topic, at any reading level.

Generate summary, key words, questions.

Export to Docs, Forms, more.

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Instant Feedback on Authentic Student Thinking.

Snorkl supports conceptual mastery–providing

instant AI feedback on recorded explanations.

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Khanmigo

AI tutor

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Music creation program designed to generate realistic songs that combine vocals and instrumentation, or are purely instrumental.

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Beautiful.ai

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Gamma

SlidesAI

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Inkey

Write perfect Essays, Solve Math problems and do your homework 100x faster

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Pika

free AI video generator that transforms text or image prompts into short videos.

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Runway

Generate videos using text, images or video clips

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AIEducator Tools

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SuperTools