Architecting Brands

(Elective Course)

Building beautifully integrated brands requires more than just marketing thinking. It requires architectural thinking. Specifically, thinking with purpose, in context, and with people’s needs always front of mind. In this course we will study how to architect the perfectly integrated brand. We’ll start by understanding the power of brand purpose and how it’s the foundation to driving longterm brand consistency and relevance. We’ll reframe brands as living entities that act in real time. We’ll create “big ideas” and discover how the best ones become the springboard to seamless integration. We’ll study how to design and deploy an idea across a connected consumer journey. And along the way, we’ll be putting all of these principles into practice – with hands-on exercises, workshops and projects that ultimately lead to architecting a fully integrated brand and campaign idea.