Program Outline
Module I: Introduction to Branding
- Image branding
- Archetypal branding
- The rise of purpose-driven brand in the age of social media
- Brand research techniques and methodologies
- Competitor analysis and competitive landscape
- Brand position, mantra, and DNA
Module II: Dynamic Branding
- The principle of design system for dynamic branding
- Concept and techniques of flexible brand identity
- Multi-sensory brand experience design
- Data-driven design and generative design for dynamic branding
- Dynamic brand guidelines and DAM
- Content design: voice, tone, and conversation guidelines through user journey
- Visual system: color, iconography, typography, and grid
- Motion style and brand signature
- Audio Signature
- Microinteractions
Module III: Brand Activation Campaign
- The competitive advertising summary
- Consumer Profile
- Personas
- Touch points, media, and channel selection
- Maslow’s hierarchy of needs
- Insight development
- Big data and the digital age of advertising
- Nondisruptive advertising
- Product and services as advertising
- Content marketing
- Social media presence
- Brand campaign development