Branding: The Creative Journey
IE Business School via Coursera Specialization
- Offered by IE Business School. Brand identity and Strategy is a IE Business School course for those professionals who are ready to adopt a ... Enroll for free.
Course 2: Storytelling in Branding and Content Marketing
- Offered by IE Business School. Storytelling in Branding and Content Marketing is an IE University course for professionals who want to learn ... Enroll for free.
Course 3: From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories
- Offered by IE Business School. There are many different ways to approach clients to assess their needs and develop creative campaigns which ... Enroll for free.
Course 4: Branding and Customer Experience
- Offered by IE Business School. Whether students come from a Branding or a Customer Experience background or perspective, this course will ... Enroll for free.
5 weeks long, 9-10 hours worth of materialView detailsThere 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!
5 weeks long, 11 hours worth of materialView detailsWhether students come from a Branding or a Customer Experience background or perspective, this course will explore the synergies between and the intersection of the two sets of activities. While there are different approaches to defining a branding strategy, a branding project’s implementation impacts many departments and their customer-facing activities. In this sense, it’s essential to understand branding efforts in the context of Customer Experience. In this course, we will use a framework - adapted from Customer Journey Mapping - for focusing and organizing students' thinking about the operational implications of their branding projects. Through the framework, we will derive an operational language for aligning activities and measuring impacts across multiple departments and the customer touch points they manage.
5 weeks long, 14 hours worth of materialView detailsBrand identity and Strategy is a IE Business School course for those professionals who are ready to adopt a creative approach to empowering brands.
Students will go through a journey that starts with understanding what a brand is and how they can build successful ones, whilst simultaneously segmenting their consumers appropriately. The course explores positioning and its importance to successful brands looking at perceptual maps and the well-known iceberg model. It culminates in development of real brand houses, which can be applied to the working world, and how picking the right name, colors and logo can be instrumental to a brand’s success.
The course is delivered by Rhodes Scholar winning Professor, Dr Maria Eizaguirre, a member of IE Business School’s faculty.
5 weeks long, 13 hours worth of materialView detailsStorytelling in Branding and Content Marketing is an IE University course for professionals who want to learn how to produce memorable content through quality storytelling.
Students will go through a learning process that will start with a deep understanding of the term Branded Content and its main differences with traditional advertising, simultaneously creating an effective storyline based on strong brand values and messages. The course analyses the production of quality journalism and explores how to create memorable and long-lasting connections with a given target audience in a world of constant content surplus. It concludes with a deeper insight into the term of Brand Entertainment, giving them the opportunity to amplify their knowledge about how to produce a good call to action and retain the audience's attention.
Brian Hallett, MARÍA EIZAGUIRRE DIÉGUEZ, Michael Thompson and Pedro Cifuentes Huertas