Course Description
This course explores the practice of brand strategy, focusing on uncovering the human insights that fuel powerful brand strategies and inspire creative campaigns. Students will move beyond surface observations to identify the deeper truths that connect people and brands.
When Taught
Fall and Winter
Min
3
Fixed/Max
3
Fixed
3
Fixed
0
Other Prerequisites
Major status.
Title
Insights
Learning Outcome
Students will be able to take primary and secondary research observations and translate them into deeper consumer insights.
Title
4Cs
Learning Outcome
Students will understand how to build a compelling brand strategy from insights on the category, client, consumer, and culture .
Title
Creative Briefs
Learning Outcome
Students will be able to produce inspiring brand models and creative briefs that inform effective creative work.
Title
Communication
Learning Outcome
Students will be able to present insights and strategies clearly and persuasively.
Title
Empathy
Learning Outcome
Students will consider the role of empathy and perspective-taking as a means for growing Christ-like attributes and deep understanding.
