From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories

About this course: There are many different ways to approach clients to assess their needs and develop creative campaigns which fulfill your creative desires. Many agencies have established methodology, terminology and processes, and oftentimes, have spent decades or even years developing these processes. However, whether you are a freelancer, designer, illustrator, photographer or marketing director, or perhaps a small business owner, you will be looking to develop a simple process to create campaigns for yourself or your client. In this course I am offering you a methodology which you can easily put into practice. Then, as your needs change and grow, you might decide that you want to incorporate other techniques as well. I hope this course serves as a launchpad for you to go out and win new creative projects as well as make the ones that you are currently working on even better. And most of all, I hope you have FUN! Because remember, if you're not having fun, it's not worth it!

Who is this class for: This course is aimed at anyone from designers, illustrators, marketing executives, small business owners, or anyone interested in developing their creative abilities and learn how to build creative campaigns for themselves or clients. No prior knowledge is required in any creative field...just a passion and hunger for stretching your creative muscles!

Created by:  IE Business School

• Taught by:  Brian Hallett, Associate Professor

  Masters in Visual and Digital Multimedia

Level Beginner Language English How To Pass Pass all graded assignments to complete the course. Travail en cours

Chaque cours fonctionne comme un manuel interactif en proposant des vidéos préenregistrées, des quiz et des projets.

Aide de la part de vos pairs

Connectez-vous à des milliers d'autres étudiants et débattez sur des idées, discutez le contenu du cours et obtenez de l'aide pour en maîtriser les concepts.

Certificats

Obtenez une reconnaissance officielle pour votre travail et partagez votre réussite avec vos amis, vos collègues et vos employeurs.

IE Business School IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being. Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide.

Syllabus


WEEK 1


Telling a Brand Story Through Images



In the first week of the course we will cover the overview of the course itself and the entire process of creating an effective Creative Pitch. We will go in-depth into when the creative process starts and how to communicate Brand Values. Finally, we will examine the language of image-making to understand how images convey a Brand's ¨look and feel¨.


11 videos, 2 readings expand

1. Lecture: ***Important note before starting the course***
2. Video: Introduction to the Course and Professor
3. Video: Purpose of the Creative Pitch: Interview with Maria Haro
4. Video: Process Overview
5. Video: The History of Branding Through Images
6. Video: The Art of Story Branding
7. Video: Story Branding Through Images and Concepts
8. Lecture: Recommended/Optional: ¨Photagraphically Speaking¨
9. Video: Understanding the Language of Image-Making I
10. Video: Understanding the Language of Image-Making II
11. Video: Understanding the Language of Image-Making III
12. Video: Narrative: First Contact with the Client
13. Demande de discussion: Understanding the Client's Needs
14. Video: Optional Portfolio Assignment
15. Demande de discussion: Optional Portfolio Assignment

Graded: Let's Talk About Some Images

WEEK 2


The Brand Analysis
In week 2 Brian will explain how to conduct a Brand Personality Analysis, which is what you will use to continue building your creative pitch. You will learn how to distinguish the values of a particular brand and how to develop a Brand Positioning Statement.


6 videos expand

1. Video: Intro to the World of Brand Personality Analysis
2. Video: Which is Important: Brand or Product?
3. Video: Brand Analysis
4. Video: The Positioning Statement: Interview with Maria Haro
5. Video: How to Write a Brand Positioning Statement
6. Demande de discussion: Develop a Brand Personality Analysis for the Client
7. Video: Narrative: Talking About the Values of the Brand

Graded: Testing Your Skills

WEEK 3


Creative Advertising Concepts



In week 3 you have the chance to get your creative juices flowing! Brian takes you through the art behind creative advertising and how to use creative advertising to transmit a Brand image and their selling propositions. You will learn how to take your ideas and present them to a client in a cohesive and coherent way as a part of your creative pitch.


7 videos expand

1. Video: Introduction to Creative Advertising Concepts
2. Video: What is Creative Advertising?
3. Video: Examining Ads: Creating Conceptual Advertising (images)
4. Video: How to Convey the Unique Selling Propositions of the Brand
5. Video: From Brand to Concept
6. Video: Presenting the Creative Concepts to the Client
7. Demande de discussion: Presenting Strategy and Creative Concepts
8. Video: Narrative: Presenting the Creative Pitch to the Client

Graded: Test Your Skills

WEEK 4


The Production Plan and the Creative Pitch



In the 4th and final week, you will take your creative concepts and put them into action! You will sit in as Brian interviews various members of a production team and learn what each one's role is, the ways they prepare for a shoot/filming, and the use of mood boards in this process. You will then learn how to make a Production Brief and how to present it to your client. Finally, you will take all you've learned the past 4 weeks and combine it to make your final Creative Pitch Deck.


11 videos expand

1. Video: From Concept to Production
2. Video: Defining the Brand Through the Production Team
3. Video: Production Team Interviews: Creative Director/Graphic Designer Maria Haro
4. Video: Production Team Interviews: Stylist Isabel Ottino
5. Video: Production Team Interviews: Art Designer Adrian Tai
6. Demande de discussion: The Production Brief
7. Video: Narrative: Presenting the Production Plan to the Client
8. Video: The Creative Pitch Deck
9. Video: Explaining the Activity: The Campaign Challenge
10. Video: The Photo Shoot
11. Video: What Did We Learn?
12. Video: Farewell!

Graded: Test Your Skills
Graded: The Campaign Challenge: Creative Pitch