This course is part of the Branding: The Creative Journey Specialization

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stars
220 ratings

Brian Hallett

22,879 already enrolled

Offered By

Branding: The Creative Journey SpecializationIE Business School

About this Course

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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!

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Course 3 of 4 in the

Branding: The Creative Journey Specialization

Beginner Level

Approx. 9 hours to complete

English

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Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 3 of 4 in the

Branding: The Creative Journey Specialization

Beginner Level

Approx. 9 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.86/5 (40 Ratings)

Brian Hallett

Visual Communication and Branded Content Professor

IE School of Human Sciences and Technology

22,879 Learners

1 Course

Offered by

IE Business School

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.

Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide.

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Syllabus - What you will learn from this course

Content Rating95%(1,665 ratings)

Week1

Week 1

3 hours to complete

Telling a Brand Story Through Images

3 hours to complete

11 videos (Total 82 min), 2 readings, 1 quiz

11 videos

Introduction to the Course and Professor3mPurpose of the Creative Pitch: Interview with Maria Haro9mProcess Overview2mThe History of Branding Through Images4mThe Art of Story Branding6mStory Branding Through Images and Concepts6mUnderstanding the Language of Image-Making I10mUnderstanding the Language of Image-Making II11mUnderstanding the Language of Image-Making III7mNarrative: First Contact with the Client16mOptional Portfolio Assignment3m

2 readings

***Important note before starting the course***10mRecommended/Optional: ¨Photographically Speaking¨10m

1 practice exercise

Let's Talk About Some Images30m

Week2

Week 2

1 hour to complete

The Brand Analysis

1 hour to complete

6 videos (Total 23 min)

Week3

Week 3

1 hour to complete

Creative Advertising Concepts

1 hour to complete

7 videos (Total 26 min)

Week4

Week 4

2 hours to complete

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.

2 hours to complete

10 videos (Total 37 min)

10 videos

From Concept to Production2mDefining the Brand Through the Production Team2mProduction Team Interviews: Creative Director/Graphic Designer Maria Haro5mProduction Team Interviews: Stylist Isabel Ottino8mProduction Team Interviews: Art Designer Adrian Tai8mNarrative: Presenting the Production Plan to the Client6mThe Creative Pitch Deck1mExplaining the Activity: The Campaign Challenge1mWhat Did We Learn?1mFarewell!54s

1 practice exercise

Test Your Skills30m

Reviews

4.7

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TOP REVIEWS FROM FROM BRAND TO IMAGE: CREATING HIGH IMPACT CAMPAIGNS THAT TELL BRAND STORIES

by PAMay 2, 2020

Course Well framed and clearly gave insights into understanding the language of image-making. I especially enjoyed the repeating forms to tell brand stories.

by PKJun 12, 2021

It was really meaningful and informative but I'm hoping to do an advanced level course too as I was mostly aware about almost everything explained.

by IRJul 21, 2020

Even though it was fast-paced, it was quite fun and well rounded.

by EHOct 21, 2020

This is a great course, professor Hallet explains very well every concept in a clear and practical way. Highly recommended

View all reviews

About the Branding: The Creative Journey Specialization

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.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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

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