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Session 1

In this introductory class session, we'll do some light obligatory housekeeping (introductions, go over the syllabus and textbooks, etc.). We'll discuss what branding is (and what it ISN'T), do a historical overview, talk about the increasing importance and relevance of branding, and analyze the structure of typical branding agencies. Lastly, we'll discuss the standards expected for in-class presentations using Keynote or PowerPoint.

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Session 2

Logos and naming are the two most basic elements of any brand, and we will discuss them at length in this session. As with most sessions, we'll begin each new topic by analyzing branding failures that might not have happened had the brand managers in charge made some different judgment calls. The students will have been asked the week prior to bring in some of examples of their favorite logos and names for "show and tell." We'll learn logo design from the ground up. By the end of this session, even the students with the least confidence in their artistic abilities should be ready to start assembling shapes with complementary colors and fonts to hand in the equivalent of the world's next Tommy Hilfiger logo at the following class. The many different types of names will be overviewed, and we'll figure out which categories the students' examples fall into (Is Franklin Templeton a founder name? A functional name? Both? Neither?). We'll end the session with a name-creation contest using morphemes and an opportunity to do some real-world naming.

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Session 3

The interrelated subjects of packaging and color theory will be the focus of this session. Of course, students will be asked to bring in their favorite examples of packaging for discussion, and we'll take a look at one of the biggest little packaging failures of all time. We'll talk about the decision of companies to establish a signature color, the theory of colors according to Pantone, and a product whose lack of color led to its early demise. We'll also discuss the semester-long project (the development of a new brand identity for a company on Interbrand's list of top 100 most valuable brands), on which it's never too early to get started.

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Session 4

It was bound to happen sooner or later: the first quiz! Once that's out of the way, we'll discuss brand essence and how it relates to brand positioning (functional benefits) and brand personality (emotional benefits).

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Session 5

This session will focus on the related topics of sensorial branding, emotional branding, and nostalgia's role in branding. Emotional connections between consumers and brands do not come easily, but they are worth pursuing. Brand loyalty cannot be cultivated if consumers are emotionless toward a brand. Oftentimes, emotions are stirred through appeals to the five senses (and in exceedingly creative ways not automatically innate to the brand, such as the signature scent of Singapore Airlines). Also effective in the establishment of brand loyalty is the appeal of nostalgia. Consumers spend years developing relationships with brands, and are not generally willing to settle on substitutes after such a lengthy investment.

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Session 6

It's quiz time again! We'll knock it out quickly, and get into the development and necessity of spokescharacters, spokespeople, and avatars. We'll also talk about taglines, and address the challenge of creating taglines that don't lose something in the translation on a global level.

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Session 7

In this session we'll study brand loyalty, and the extreme version of brand loyalty known as "cult branding." If you have a tattoo of the Gucci logo somewhere on your body, this will be the session during which to show it off. We'll also talk about advertising, its role in keeping competitors at bay, and the steps to take in assuring ad campaigns convey consistent messages with the brands they represent.

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Session 8

Midterm exam! Catch your breath, then informally present a progress report of your final project. The more work you've put in, the better feedback you'll get.

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Session 9

In this session about brand extensions and co-branding it will be hard not to spend the whole time talking about some of the absurd examples that have been hitting the market. From Vera Wang Serta mattresses in the bedroom to the Betsey Johnson O-Cel-O sponge in the kitchen, haute couture has moved from the runway to the run-of-the-mill. We'll also consider the paradoxical need in branding for change and for consistency.

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Session 10

Branding's a whole other ballgame when there isn't a tangible product in a package involved. Or is it? We'll compare and contrast the differences and similarities between branding products and services, including non-profit organizations, religions and the mass media. Remember Webvan? We'll relive the glory days of this online service and ponder the myriad of factors that led to its final delivery.

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Session 11

The third and final quiz will get this session started, then it's on to some team work. The class will have the opportunity to work with each other to create branding strategies for fictitious companies to be assigned at the start of class. Everything the students have learned over the last 10 weeks will be put to use in this "Apprentice"-inspired class session (don't worry; nobody will be "fired"). At the end, each group will present their strategy for five minutes, during which time they will explain their decisions for name, logo, signature color, brand personality, advertising tactics, spokesperson/spokescharacter, tagline, etc.

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Session 12

The plan is to have at least one guest speaker for this session. The students will need a break from listening to me week after week! If you know someone who works in the branding industry who would like to speak to the class, please email me.

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Session 13

Building an online brand is no different than in the brick-and-mortar world. NOT! This session will cover the challenges unique to those in the business of online branding, and attempt to demystify the sometimes counterintuitive methods of building successful online brands. Our study in failure for this session is the online venture Pets.com. Many lessons can be learned from this dog of a brand.

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Session 14

All semester the students will have been working on their final projects. For the last two weeks of class, everybody will present their final projects (the length will vary depending on the number of students, but probably about 10 minutes each). Half will sign up to present this week…

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Session 15

…and half will sign up to present this week. All final papers will be due tonight. We'll need to end by doing something celebratory!