The best brands in the world including Apple, Disney, Starbucks, Harley Davidson, Patagonia, and Under Armor all have one thing in common - they tell a story that transcends marketing. These brands connect with their customers in a visceral way that inspires action and loyalty. Consumers are bombarded with messages across multiple platforms every day. To connect in a meaningful way, marketers must be proficient at developing brands that resonate with their target audience and crafting stories that drive brand engagement and build loyalty. This course provides students an introduction to branding and brand development through storytelling.
Upon completion of this course, successful students will be able to:
- Identify brand development principles and practices
- Understand the foundations of storytelling
- Use story telling techniques and creative writing skills to connect with customers