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From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories
  • Level Foundation
  • Duration 9 hours
  • Course by IE Business School
  • Offered by

About

There are many different ways to approach clients to assess their needs and develop creative campaigns which fulfill your creative desires. Many agencies have established methodology, terminology and processes, and oftentimes, have spent decades or even years developing these processes. However, whether you are a freelancer, designer, illustrator, photographer or marketing director, or perhaps a small business owner, you will be looking to develop a simple process to create campaigns for yourself or your client. In this course I am offering you a methodology which you can easily put into practice. Then, as your needs change and grow, you might decide that you want to incorporate other techniques as well. I hope this course serves as a launchpad for you to go out and win new creative projects as well as make the ones that you are currently working on even better. And most of all, I hope you have FUN! Because remember, if you're not having fun, it's not worth it!

Modules

Let's Get Started!

    • 3 Videos
    • 1 Readings
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3 Videos

  • Introduction to the Course and Professor
  • Purpose of the Creative Pitch: Interview with Maria Haro
  • Process Overview

1 Readings

  • ***Important note before starting the course***

A Picture is Worth a Thousand Words

    • 6 Videos
    • 1 Readings
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6 Videos

  • The History of Branding Through Images
  • The Art of Story Branding
  • Story Branding Through Images and Concepts
  • Understanding the Language of Image-Making I
  • Understanding the Language of Image-Making II
  • Understanding the Language of Image-Making III

1 Readings

  • Recommended/Optional: ¨Photographically Speaking¨

Meet the Client

    • 2 Videos
    • 2 Discussion
    • 1 Assignment
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1 Assignment

  • Let's Talk About Some Images

2 Discussions

  • Understanding the Client's Needs
  • Optional Portfolio Assignment

2 Videos

  • Narrative: First Contact with the Client
  • Optional Portfolio Assignment

All About the Brand

    • 6 Videos
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Testing Your Skills

1 Discussions

  • Develop a Brand Personality Analysis for the Client

6 Videos

  • Intro to the World of Brand Personality Analysis
  • Which is More Important: Brand or Product?
  • Brand Analysis
  • The Positioning Statement: Interview with Maria Haro
  • How to Write a Brand Positioning Statement
  • Narrative: Talking About the Values of the Brand

Let's Get Creative!

    • 7 Videos
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Test Your Skills

1 Discussions

  • Presenting Strategy and Creative Concepts

7 Videos

  • Introduction to Creative Advertising Concepts
  • What is Creative Advertising?
  • Examining Ads: Creating Conceptual Advertising (images)
  • How to Convey the Unique Selling Propositions of the Brand
  • From Brand to Concept
  • Presenting the Creative Concepts to the Client
  • Narrative: Presenting the Creative Pitch to the Client

Lights, Camera, Action!

    • 6 Videos
    • 1 Discussion
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1 Discussions

  • The Production Brief

6 Videos

  • From Concept to Production
  • Defining the Brand Through the Production Team
  • Production Team Interviews: Creative Director/Graphic Designer Maria Haro
  • Production Team Interviews: Stylist Isabel Ottino
  • Production Team Interviews: Art Designer Adrian Tai
  • Narrative: Presenting the Production Plan to the Client

Putting it all Together

    • 4 Videos
    • 1 PeerReview
    • 1 Assignment
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1 Assignment

  • Test Your Skills

1 Peer Review

  • The Campaign Challenge: Creative Pitch

4 Videos

  • The Creative Pitch Deck
  • Explaining the Activity: The Campaign Challenge
  • What Did We Learn?
  • Farewell!

Introduction to the From Brand to Image Capstone Project

    • 1 Videos
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1 Videos

  • Introduction to the From Brand to Image Capstone Project

Let's see if you can apply the learnings obtained

    • 1 Assignment
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1 Assignment

  • 1. From Brand to Image

Capstone Project Instructions

    • 1 Videos
    • 1 Readings
    • 1 PeerReview
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1 Peer Review

  • From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories

1 Videos

  • Instructions for the Capstone Project

1 Readings

  • Instructions

Useful Complementary Material

    • 3 Readings
Show info about module content

3 Readings

  • 20 Actionable Tips to Build a Winning Visual Brand Identity
  • Six Creative Ways To Brainstorm Ideas
  • Genius or Process? How Top Creative Directors Come Up With Great Ideas - Nudd, Tim ( 2013)

From Brand to Image Capstone Project Conclusion

    • 1 Videos
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1 Videos

  • From Brand to Image Conclusion

Auto Summary

Unlock the secrets to crafting compelling brand narratives with the course "From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories," specifically designed for the Sales & Marketing domain. Guided by an experienced instructor, this foundational course offers a practical methodology to help freelancers, designers, illustrators, photographers, marketing directors, and small business owners develop creative and effective campaigns. In just 540 minutes, you will learn to assess client needs and create captivating campaigns using a streamlined process that can be expanded with additional techniques as your skills grow. The course aims to be a launchpad for securing new creative projects and enhancing existing ones, all while ensuring that the process remains enjoyable. Available through Coursera, this course offers two subscription options—Starter and Professional—making it accessible to a wide range of learners. Whether you're new to campaign creation or looking to refine your approach, this course provides the tools and inspiration you need to succeed in the dynamic world of brand storytelling.

Brian Hallett
Instructor

Brian Hallett