WEEK 1: What is brand? How is a brand is developed.
Brand Process, Mission Statement & positioning

Welcome

Quarter Timeline, Quarter Deliverables, Quarter Presentation Template.
Lecture: What is brand? How is a brand developed. Brand Guide Books.

In class assignment:
Develop your brand purpose/mission (what your company does).

Break

Lecture: Brand positioning & brand promise.

Starbucks Sample: Starbuck corporate site, Starbucks brand positioning, 6 reasons Starbucks marketing communications strategy is so effective, How Starbucks became a social media model, Starbucks integrated marketing, Stanley Hainsworth (Tether) on Starbucks branding, Starbucks YouTube channel, Starbucks launches its first brand campaign: Meet me at Starbucks, Starbucks advertising, Starbucks logo refresh.

In class assignment:
Develop brand position statement and brand position attributes for your company (why your company is different).

Develop your brand promise (what the company will strive to do in order to make the brand statement and brand positioning come true)

Homework:

Part 1: Finish up your 3 character traits & mission statement from class - to be handed in next week.

Part 2: Working in the big client team, create/write up your Brand Positioning, Brand Attributes (you can add more options than what is listed in each territory), Brand Territory and Brand Promise. Follow the handout packet, page-by-page. Try to create a rough draft of this by next week so that I can answer any of the questions you might have at the beginning of class next week. All elements from “Part 2” will be due/handed in Week 3.

Part 3: Working as individual designers or in your teams of 2: start building your tonal territories. Use the tagged images from your Brand Character Exercise (Who am I?) and complement those images with an image search for your brand. Start to find images (both related and not related to your brand’s industry) which fit the 3 character traits of your company. Do the same process for color(s) and type for your tonal territories. To be completed (but NOT handed in) by Week 3.

Click these Links:

Quarter Timeline (pdf)
Quarter Deliverables (pdf)
Final Presentation Template (pdf)

What is brand? And how is brand developed? (pdf)
Company Character (pdf)

Thinkmap’s Visual Thesaurus (site)

Positioning (pdf)