Reinventing the Brand

Catalog description

How do brands change and re-invent themselves? In this workshop course, you will play the role of brand strategist for an existing product or service, creatively re-branding it in a new light. Taking into account the current brand position and history, along with new consumer attention and technologies, you and your team will re-envision the brand’s future. Over the length of the course, you will engage in a series of guided weekly design challenges to re-invent the brand — from demographic research to audits of brand competitors to logo creation. By the end of the course, you will have gained experience with both verbal communication and visual argumentation, along with hands-on creative branding innovation and practical business skills. Prerequisite: GPS or sophomore standing (or not open to first semester students). Fulfillment: IMB major IMA/IMB elective.