Consumer Insight and Brand Strategy

Catalog description

The focus of this course is how to develop consumer insight, turn that insight into intelligence, and then apply it to creative brand strategy. Based on the long-standing discipline in the advertising industry originally known as "account planning," which today is the core model for planning and executing brand and advertising strategy, this course introduces students to the wide range of tools for discovering intelligence about the consumer and then how to use that intelligence in building strategies that keep brands relevant for the long-term. Students learn what it is like to be a brand strategist by studying in-depth one or more brands throughout the semester and producing a creative brand brief.