Program Outline

Module I: Introduction to Branding

  • Image branding
  • Archetypal branding
  • The rise of purpose-driven brand in the age of social media
  • Brand research techniques and methodologies
  • Competitor analysis and competitive landscape
  • Brand position, mantra, and DNA

Module II: Dynamic Branding

  • The principle of design system for dynamic branding
  • Concept and techniques of flexible brand identity
  • Multi-sensory brand experience design
  • Data-driven design and generative design for dynamic branding
  • Dynamic brand guidelines and DAM 
  • Content design: voice, tone, and conversation guidelines through user journey
  • Visual system: color, iconography, typography, and grid
  • Motion style and brand signature
  • Audio Signature
  • Microinteractions

Module III: Brand Activation Campaign

  • The competitive advertising summary
  • Consumer Profile
  • Personas
  • Touch points, media, and channel selection
  • Maslow’s hierarchy of needs
  • Insight development
  • Big data and the digital age of advertising
  • Nondisruptive advertising
  • Product and services as advertising
  • Content marketing
  • Social media presence
  • Brand campaign development