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.
이 강좌는 Branding: The Creative Journey 전문 분야의 일부입니다.
From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories
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About this Course
최근 조회 17,034회
학습자 경력 결과
50%
이 강좌를 통해 확실한 경력상 이점 얻기
학습자 경력 결과
50%
이 강좌를 통해 확실한 경력상 이점 얻기
100% 온라인
지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.
다음 전문 분야의 4개 강좌 중 3번째 강좌:
유동적 마감일
일정에 따라 마감일을 재설정합니다.
초급 단계
완료하는 데 약 11시간 필요
권장: 4 hours/week
영어
자막: 영어
강의 계획 - 이 강좌에서 배울 내용
완료하는 데 2시간 필요
Telling a Brand Story Through Images
In the first week of the course we will cover the overview of the course itself and the entire process of creating an effective Creative Pitch. We will go in-depth into when the creative process starts and how to communicate Brand Values. Finally, we will examine the language of image-making to understand how images convey a Brand's ¨look and feel¨.
완료하는 데 2시간 필요
11개 동영상 (총 82분), 2 readings, 1 quiz
11개의 동영상
Purpose of the Creative Pitch: Interview with Maria Haro9m
Process Overview2m
The History of Branding Through Images4m
The Art of Story Branding6m
Story Branding Through Images and Concepts6m
Understanding the Language of Image-Making I10m
Understanding the Language of Image-Making II11m
Understanding the Language of Image-Making III7m
Narrative: First Contact with the Client16m
Optional Portfolio Assignment3m
2개의 읽기 자료
***Important note before starting the course***10m
Recommended/Optional: ¨Photographically Speaking¨10m
1개 연습문제
Let's Talk About Some Images16m
완료하는 데 1시간 필요
The Brand Analysis
In week 2 Brian will explain how to conduct a Brand Personality Analysis, which is what you will use to continue building your creative pitch. You will learn how to distinguish the values of a particular brand and how to develop a Brand Positioning Statement.
완료하는 데 1시간 필요
6개 동영상 (총 23분)
6개의 동영상
Which is More Important: Brand or Product?2m
Brand Analysis2m
The Positioning Statement: Interview with Maria Haro3m
How to Write a Brand Positioning Statement1m
Narrative: Talking About the Values of the Brand10m
1개 연습문제
Testing Your Skills14m
완료하는 데 1시간 필요
Creative Advertising Concepts
In week 3 you have the chance to get your creative juices flowing! Brian takes you through the art behind creative advertising and how to use creative advertising to transmit a Brand image and their selling propositions. You will learn how to take your ideas and present them to a client in a cohesive and coherent way as a part of your creative pitch.
완료하는 데 1시간 필요
7개 동영상 (총 26분)
7개의 동영상
What is Creative Advertising?5m
Examining Ads: Creating Conceptual Advertising (images)6m
How to Convey the Unique Selling Propositions of the Brand4m
From Brand to Concept1m
Presenting the Creative Concepts to the Client3m
Narrative: Presenting the Creative Pitch to the Client4m
1개 연습문제
Test Your Skills10m
완료하는 데 3시간 필요
The Production Plan and the Creative Pitch
In the 4th and final week, you will take your creative concepts and put them into action! You will sit in as Brian interviews various members of a production team and learn what each one's role is, the ways they prepare for a shoot/filming, and the use of mood boards in this process. You will then learn how to make a Production Brief and how to present it to your client.
완료하는 데 3시간 필요
11개 동영상 (총 39분)
11개의 동영상
Defining the Brand Through the Production Team2m
Production Team Interviews: Creative Director/Graphic Designer Maria Haro5m
Production Team Interviews: Stylist Isabel Ottino8m
Production Team Interviews: Art Designer Adrian Tai8m
Narrative: Presenting the Production Plan to the Client6m
The Creative Pitch Deck1m
Explaining the Activity: The Campaign Challenge1m
The Photo Shoot1m
What Did We Learn?1m
Farewell!54
1개 연습문제
Test Your Skills10m
검토
4.6
FROM BRAND TO IMAGE: CREATING HIGH IMPACT CAMPAIGNS THAT TELL BRAND STORIES의 최상위 리뷰
YH 제공Oct 1, 2018
Very helpful intro into image creation and brand awareness build-up. The skills and knowledge can be applied immediately if you are in the business or on learning stage.
AA 제공Nov 29, 2019
The course was really helpful in gaining the insights of the advertising world.
MK 제공Dec 18, 2017
Very beneficial course. Apt & to the point content in very less time.
SF 제공Dec 19, 2018
I learned a lot! thanks Brian Hallett for such a great course.
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IE 경영대학원
IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being.
Branding: The Creative Journey 전문 분야 정보
This Specialization aims to make branding concepts accessible to every learner and to teach them to analyze and apply all the relevant concepts, using the broad and diverse toolkit of branding. It provides you with the necessary tools so that you are able to understand the brand behavior, understand the language of a brand and learn about the rational and emotional elements behind brands. It also attempts to make you understand the language of images. The amount of audiovisual content we receive today makes it hard for brands to break through that noise. It ends up teaching how to understand branding efforts in the context of customer experience.
We must think in a strategic manner when creating brands. Branding is about co-creation and conversation between the audiences, customers and users. What is relevant is how people out there perceive and live the brand. Brands are the story, the personality and the culture of an organization; the intangible elements that form it.
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