BUS 171 — Building a Successful Brand: Connecting the What, How, and Why
Spring
Thursdays
7:00—8:50 pm
Date(s)
Mar 31—Jun 2
10 weeks
Drop By
Apr 13
2 Units
Fees
$485
Format
On-campus course
Open
Building a successful brand in today’s environment
requires innovation and process rooted in both the
promise and the delivery of the enterprise. In this course,
students will learn how to take a product or service, and
build a brand from that. How do we take the “What”
(the product or idea) and turn it into the “Why” (the
brand promise) and the “How” (the brand experience),
connecting various audiences to the brand, and from
that create the greatest value for the enterprise? Building
connections among the Why, What, and How can create
new and innovative brand “spaces” within segments of
the market.
This course will take students through the brandbuilding journey, introducing them to proven structures and models of brand building, their relevance to different customer demographic and psychographic groups, and techniques for measuring brand health. Using existing and hypothetical examples of brands, students will become familiar with the process. Finally, students will work through their own brand challenges, whether for a startup or an established venture. The course will start in a lecture format then, serving as a studio, it will give students the chance to learn through hands-on practice. By the end of the course, students will have a blueprint for building a modern brand.
This course will take students through the brandbuilding journey, introducing them to proven structures and models of brand building, their relevance to different customer demographic and psychographic groups, and techniques for measuring brand health. Using existing and hypothetical examples of brands, students will become familiar with the process. Finally, students will work through their own brand challenges, whether for a startup or an established venture. The course will start in a lecture format then, serving as a studio, it will give students the chance to learn through hands-on practice. By the end of the course, students will have a blueprint for building a modern brand.
Edward Leaman, CEO, Growers and Nomads and The GN Studio
Edward Leaman leads a brand-building company that uses the concept of inside-out brand belief to develop brand promise into brand delivery and meaningful measurement. He founded the Fashion Design Program at California College of the Arts and has taught at Central Saint Martins College of Design and Art in London, as well as in the Green MBA program at Dominican University. He received an MA from Cambridge.Textbooks for this course:
No required textbooks