Mon Aug 24 (LAB)
Listen to Malcolm Gladwell
Discussion on "Process of Designing" and Bruce Mau
T-shaped Designers
Class Introduction and Timeline
Examples of Brand Book
Homework:
Identify three organizations that you love that face a problem. (for next mondays lab have this information typed and printed out, enough copies for the whole class)
select a "Business"
select a "Non-profit organization or government agency"
select a audience or "niche" group
For each example, state the perceived problem and its perceived cause
For each example, envision the end state
Read: (for this Wednesdays Lecture)
Sam Hill and Glenn Rifkin. Radical Marketing: From Harvard to Harley,
Harper Collins, 1999.
Clement Mok. Time for Change, Communication Arts,
May/June 2003.
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Wed Aug 26 (LECTURE)
Creative Problem Solving Profile
What is Marketing? Problems vs. Symptoms and Strategy vs. Tactics
Branding Lecture and Discussion
Read: (For next Wednesdays lecture)
Theodore Levitt. Marketing Myopia, Harvard Business Review,
Best of HBR 1960.
Zag, Marty Neumeier
Thomas Gad. 4-D Branding: Cracking the Corporate Code of the
Networked Economy. London: Financial Times / Prentice Hall, 2001.
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Mon Aug 31 (LAB)
Presentation and Discussion of three organizations as a group. (Be prepared)
Homework:
Perform a audit of your organization. (Due this Wednesday)
Create a notebook or other organized, usable archive for all the information requested within this audit. The quality of your documentation of the audit will significantly impact
your ability to be successful in this project.
- Describe the organization
- Audit the communication output of the organization
- Collect samples of these communications and brand expressions.
- Audit the communication messages of the organization
- Analyze the expressions and messages
- Describe the internal attitudes within the organization
- Describe the external attitudes about the organization
- Define the context in which the organization functions
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Wed Sep 02 (LECTURE)
Marketing Positioning
Graphing the Competition
Brand Mind Space
Zag Branding tools
MIND TOOLS
Read:
“Is the Hulk Gay?” TORO magazine, April/May 2003.
James Manktelow. The Mind Tools e-book. 2003
Homework: (For Next Wednesday's LECTURE-NO CLASS MONDAY)
Using the information you have gathered and are still gathering in the organizational audit,
complete:
Part 2: Decoding Dimensions and steps 1 to 4 to graph key aspects of your organization. Show the organization as it is today, not how you want it to be in the
future.
Part 3: Part 3: Understanding Complexity. Based on all of your research to identify problems for your organization perform the following exercises:
• Complexity: Appreciation
• Complexity: Drill-Down
• Complexity: Cause & Effect Diagrams
FOR ALL TOOLS, PLEASE DESIGN THESE REPRESENTATIONS. MAKE THEM SING.
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Mon Sep 07 (LAB)
NO CLASS LABOR DAY
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Wed Sep 09 (LECTURE)
Presentation and Discussion of audit and graphing (to show class).
Inclass we will introduce and start: Developing a Brand Code
Show brand book requirements and examples
Homework: (Due next Monday's LAB)
Altering the dimensions of your organization, Developing the BIG Idea and Describing the Positioning (Parts 4, 5 and 6)
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Mon Sep 14 (LAB)
Presentation and discussion of new brand dimensions and brand code/big idea.
Discussion on "Creating Image Narratives" based on brand dimensions
Homework:
Refinements to Brand Code, Image narratives and further connecting of the dots between between strategy, positioning and the problems of an organization.
Define brand book format and sequence and determine what needs to be in the book; Create paper prototypes of Brand Book
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Wed Sep 16 (LECTURE)
Lecture: More ways to think about brand personality
Creation Myth
Scenarios: to make new direction more concrete
"what makes a powerful proposal?"
Classroom exercise: Restate the problem and proposed solution i.e. "Sales Pitch"
Homework:
Create final direction prototype (Round 1!) (full-color, full-size pdf in reader spreads)
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Mon Sep 21 (LAB)
Review and discussion of brand book prototype and other brand personality tools: creation myth, brand heroes, soundtrack etc.
Homework:
Refinements to brand book (Round 2), color pdf for next monday's LAB.
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Wed Sep 23 (LECTURE)
No Class. Individual meetings and workday. I will be in 315 from 8:30-12:30, first come first feedback.
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Mon Sep 28 (LAB)
Show and Tell pdfs to the group for last minute review! Be ready to transfer file to "faculty" computer to projector large for the class to respond to.
Homework:
Refinements to brand book (Final!), print out and bind; turn in pdf (screen res and full res)
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Wed Sep 30 (LECTURE)
Final Book Due!
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Rest of the Semester:
First Module
(8:30 section with Tad, 11:30 section with Ryan)
Week One: Oct 5-7
Week Two: Oct 12-14
Week Three: Oct 19-21
Week Four: Oct 26-28 (Project is Due on the 28th)
Second Module
(11:30 section with Tad, 8:30 section with Ryan)
Week One: Nov 2-4
Week Two: Nov 9-11
Week Three: Nov 16-18
Week Four: Nov 23 (no class 25-Thanksgiving)
Week Five: Nov 30 (Project is Due on the 30th)
Last Week
(meetings with Tad and Jeremy)
Dec 2-9 (critiques of final brand book)
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