Not confirmed to be fully taught in English yet!
Everyone has a story, as do many brands worldwide. Brands stay longer relevant when they have a strong story: Apple is special, Lego is unique, Ben & Jerry’s is rebellious, Patagonia is purpose and Nike is Just Nike. Consumers choose a brand by strong stories that have impact, stories that stir feelings. That brand preference is not easy to influence – but it certainly can be done.
What is the core of a brand and how do you convey that core through a story to your target audience with the goal of influencing their brand preference? That’s what you’ll learn in this course. Every existing brand has the potential to tell its own unique story. You will learn to find that story by looking at what fits the current times, target audience and market position. You will go on an adventure and do thorough internal and external research, delve into the world of positioning, storytelling and discover how to analyze, conceive, create and translate impactful stories into an appropriate brand film. All this for 9 weeks in a very creative and inspiring way, co-created by experts from the professional field; brand strategists, creatives, positioners, storytellers, film makers, the whole crew participates….
The assignment is to scrutinize/create the current brand story for a beautiful (existing or new to be invented) brand. You are going to make sure that the brand (re)connects to the chosen (revised or new) positioning and (existing or new) target groups. You and your fellow students will determine what this requires, under the guidance of lecturers and experts from the professional field. Is the positioning clear and relevant, or in need of renewal? Does the story fit, is there a story, or is it in urgent need of replacement? You will learn how to conceive, design and tell a good story (with an eye to multimedia expression), including a good concept and creative process. And finally, you (in groups) actually will create a brand film that fits the (revised) positioning and you present this with corresponding substantiation, eventually translated into a first impetus for various brand expressions (content).
Questions? Please feel free to contact:
Fiona Cordes (firstname.lastname@example.org)
In this stone you’ll create: