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.
提供方
課程信息
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學生職業成果
50%
通過此課程獲得實實在在的工作福利
可分享的證書
完成後獲得證書
100% 在線
立即開始，按照自己的計劃學習。
第 3 門課程（共 4 門）
可靈活調整截止日期
根據您的日程表重置截止日期。
初級
完成時間大約為9 小時
英語（English）
字幕：英語（English）
學生職業成果
50%
通過此課程獲得實實在在的工作福利
可分享的證書
完成後獲得證書
100% 在線
立即開始，按照自己的計劃學習。
第 3 門課程（共 4 門）
可靈活調整截止日期
根據您的日程表重置截止日期。
初級
完成時間大約為9 小時
英語（English）
字幕：英語（English）
提供方
IE商学院
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.
教學大綱 - 您將從這門課程中學到什麼
完成時間為 2 小時
Telling a Brand Story Through Images
In the first week of the course we will cover the overview of the course itself and the entire process of creating an effective Creative Pitch. We will go in-depth into when the creative process starts and how to communicate Brand Values. Finally, we will examine the language of image-making to understand how images convey a Brand's ¨look and feel¨.
完成時間為 2 小時
11 個視頻 （總計 82 分鐘）, 2 個閱讀材料, 1 個測驗
11 個視頻
Purpose of the Creative Pitch: Interview with Maria Haro9分鐘
Process Overview2分鐘
The History of Branding Through Images4分鐘
The Art of Story Branding6分鐘
Story Branding Through Images and Concepts6分鐘
Understanding the Language of Image-Making I10分鐘
Understanding the Language of Image-Making II11分鐘
Understanding the Language of Image-Making III7分鐘
Narrative: First Contact with the Client16分鐘
Optional Portfolio Assignment3分鐘
2 個閱讀材料
***Important note before starting the course***10分鐘
Recommended/Optional: ¨Photographically Speaking¨10分鐘
1 個練習
Let's Talk About Some Images16分鐘
完成時間為 1 小時
The Brand Analysis
In week 2 Brian will explain how to conduct a Brand Personality Analysis, which is what you will use to continue building your creative pitch. You will learn how to distinguish the values of a particular brand and how to develop a Brand Positioning Statement.
完成時間為 1 小時
6 個視頻 （總計 23 分鐘）
6 個視頻
Which is More Important: Brand or Product?2分鐘
Brand Analysis2分鐘
The Positioning Statement: Interview with Maria Haro3分鐘
How to Write a Brand Positioning Statement1分鐘
Narrative: Talking About the Values of the Brand10分鐘
1 個練習
Testing Your Skills14分鐘
完成時間為 1 小時
Creative Advertising Concepts
In week 3 you have the chance to get your creative juices flowing! Brian takes you through the art behind creative advertising and how to use creative advertising to transmit a Brand image and their selling propositions. You will learn how to take your ideas and present them to a client in a cohesive and coherent way as a part of your creative pitch.
完成時間為 1 小時
7 個視頻 （總計 26 分鐘）
7 個視頻
What is Creative Advertising?5分鐘
Examining Ads: Creating Conceptual Advertising (images)6分鐘
How to Convey the Unique Selling Propositions of the Brand4分鐘
From Brand to Concept1分鐘
Presenting the Creative Concepts to the Client3分鐘
Narrative: Presenting the Creative Pitch to the Client4分鐘
1 個練習
Test Your Skills10分鐘
完成時間為 3 小時
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.
完成時間為 3 小時
11 個視頻 （總計 39 分鐘）
11 個視頻
Defining the Brand Through the Production Team2分鐘
Production Team Interviews: Creative Director/Graphic Designer Maria Haro5分鐘
Production Team Interviews: Stylist Isabel Ottino8分鐘
Production Team Interviews: Art Designer Adrian Tai8分鐘
Narrative: Presenting the Production Plan to the Client6分鐘
The Creative Pitch Deck1分鐘
Explaining the Activity: The Campaign Challenge1分鐘
The Photo Shoot1分鐘
What Did We Learn?1分鐘
Farewell!54
1 個練習
Test Your Skills10分鐘
審閱
來自FROM BRAND TO IMAGE: CREATING HIGH IMPACT CAMPAIGNS THAT TELL BRAND STORIES的熱門評論
由 PA 提供2020年5月2日
Course Well framed and clearly gave insights into understanding the language of image-making. I especially enjoyed the repeating forms to tell brand stories.
由 AA 提供2019年11月29日
The course was really helpful in gaining the insights of the advertising world.
由 MK 提供2017年12月18日
Very beneficial course. Apt & to the point content in very less time.
由 AP 提供2020年6月16日
Very good course. One should definitely do this course, very helpful
關於 Branding: The Creative Journey 專項課程
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.
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When will I have access to the lectures and assignments?
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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.
What is the refund policy?
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
Is financial aid available?
Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.
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