Branding: The Creative Journey Specialization

Start Date: 10/13/2019

Course Type: Specialization Course

Course Link:

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About Course

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.

Course Syllabus

Brand Identity and Strategy
Brand & Content Marketing
From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories
Branding and Customer Experience

Deep Learning Specialization on Coursera

Course Introduction

Begin your Career as a Branding Specialist. Master branding strategies, branded content generation, image creation and customer experience

Course Tag

Related Wiki Topic

Article Example
Curve Creative Studio Curve Creative Studio is a creative communications, marketing and branding agency based in Turin, Italy.
Signature Creative Prior to founding Signature Creative, John Gheur served as executive creative director at DNA Studios from 1999 - 2004, guiding the studio’s growth from a small boutique agency to one of the top 50 agencies in the world. Earlier, he worked with Paramount Television as director of client services for Air Creative. Gheur recognized the need to harness the growing popularity of developing technologies and social media platforms to traditional advertising and branding campaigns; and he launched Signature Creative in 2004 to create an agency that incubated virtual worlds, augmented reality and mobile applications for clients alongside creative branding, design and new media marketing strategies.
Interactive specialization According to the second, the Interactive Specialization (IS)
Lumen (branding agency) Lumen was founded in 2003 by the Canadian-born Drew Charles Smith, a consumer branding and packaging specialist, and the Italian Pietro Rovatti, a corporate identity and branding specialist. Previously, Smith had been Creative Director at Carré Noir, Robilant & Associati and, eventually, at FutureBrand Gio Rossi Associati, while Rovatti was Senior Art Director at Sudler&Hennessey and later Creative Director at FutureBrand Giò Rossi Associati.
Chief creative officer A chief creative officer (CCO) is the highest ranking position of the creative team within a company. Depending on the type of company, this position may be responsible for the overall look and feel of marketing, media, and branding associated with the organization. The CCO may also be charged with managing, developing, and leading the team of creative directors, art directors, designers, and copywriters.
Specialization (functional) Adam Smith described economic specialization in his classic work, "The Wealth of Nations".
Nation branding Nation branding is a developing field in which scholars continue their search for a unified theoretical framework. Many governments have resource dedicated to nation branding. Their aim is to improve their country's standing, as the image and reputation of a nation can dramatically influence its success in attracting tourism receipts and investment capital, in exports, in attracting a talented and creative workforce, and in its cultural and political influence in the world.
Adobe Creative Suite On May 5, 2013, during the opening keynote of its Adobe MAX conference, Adobe announced that it was retiring the "Creative Suite" branding in favor of "Creative Cloud", and making all future feature updates to its software (now appended with "CC" instead of "CS", e.g. Photoshop CC) available via the Creative Cloud subscription service rather than through the purchasing of perpetual licenses.
Place branding Place branding is a process made up of several sub-processes. Unlike branding simpler entities like a product, service, company, person or classical subjects of branding, place branding, and in particular nation and city branding, is a complex process. The complexity comes from the great diversity of stakeholders in the process.
Razor Creative Razor Creative is a boutique design, branding, advertising, and marketing firm located in Moncton, New Brunswick. The company was founded as Razor Communications Inc. in December 2003 by Stephen Brander and Rich Gould. In 2005 the company changed its operating name to Razor Creative.
Academic specialization As the volume of knowledge accumulated by humanity became too great, increasing specialization in academia appeared in response.
Branding iron Livestock branding is perhaps the most prevalent use of a branding iron. Modern use includes gas heating, the traditional fire-heated method, an iron heated by electricity (electric cattle branding iron) or an iron super cooled by dry ice (freeze branding iron). Cattle, horses and other livestock are commonly branded today for the same reason they were in Ancient times, to prove ownership.
Co-branding There are many different sub-sections of co-branding. Companies can work with other companies to combine resources and leverage individual core competencies, or they can use current resources within one company to promote multiple products at once. The forms of co-branding include: ingredient co-branding, same-company co-branding, national to local co-branding, joint venture co-branding, and multiple sponsor co-branding. No matter which form a company chooses to use, the purpose is to respond to the changing marketplace, build one’s own core competencies, and work to increase product revenues.
Partial template specialization Partial template specialization is a particular form of class template specialization. Usually used in reference to the C++ programming language, it allows the programmer to specialize only some arguments of a class template, as opposed to explicit specialization, where all the template arguments are provided.
Branding agency Coca-Cola has collaborated with a number of branding agencies over the years. More recently, in the light of a new global campaign, Coca-Cola has partnered with ten agencies (including WPP, Wieden+Kennedy and McCann) with the aim, as a Coca-Cola spokesperson stated, "of uncovering the best ideas and marrying those to executional excellence". The spokesperson went on to add, "this approach allows us to harness thinking from some of the best agency minds in the industry and see the great work that comes from collaborating". The statement acknowledges the collaborative and creative process involved in brand management, which is generally an integral concept involved in branding.
Digital branding Digital branding, as defined by Digital Branding Institute, develops an individual or organization's identity, visibility and credibility in the community that interacts with the business online or through other digital mediums. This makes digital branding essential for creating and establishing a brand's story and presence in the digital world. Digital branding involves a complete digital media manipulation strategy that goes beyond standard online tactics commonly seen with Internet branding, like posting daily tweets, promotional or email blasts.
Corporate branding Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader. It should also be noted that while corporate branding is a distinct activity from product or service branding, these different forms of branding can, and often do, take place side-by-side within a given corporation. The ways in which corporate brands and other brands interact is known as the corporate brand architecture.
Individual branding Individual branding, also called individual product branding, flanker brands or multibranding, can be defined as "a branding strategy in which products are given brand names that are newly created and generally not connected to names of existing brands offered by the company." This way, within the same company, each brand has a unique name, identity and image. Individual branding is a type of branding strategy contrasting with family branding, corporate branding, and umbrella branding, where the firm markets all of its product together, using the same brand name and identity. All kind of branding strategies are highly related to economic and social factors, as well as to the nature of business and consumers' needs.
Place branding Place branding (including place marketing and place promotion) is a new umbrella term encompassing nation branding, region branding and city branding. Place branding is the process of image communication to a target market. It is invariably related to the notion that places compete with other places for people, resources, and business; the global competition of cities is estimated to host 2.7 million small cities/towns, 3,000 large cities, and 455 metropolises
Specialization (pre)order The specialization order is often considered in applications in computer science, where T spaces occur in denotational semantics. The specialization order is also important for identifying suitable topologies on partially ordered sets, as it is done in order theory.