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Brian Hallett
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.
Read more
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.
Read more
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.
In this course I am offering you a methodology which you can easily put into practice. Then, as your needs change and grow, you might decide that you want to incorporate other techniques as well. I hope this course serves as a launchpad for you to go out and win new creative projects as well as make the ones that you are currently working on even better. And most of all, I hope you have FUN! Because remember, if you're not having fun, it's not worth it!
Register for this course and see more details by visiting:
OpenCourser.com/course/wcvno4/from
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What's inside
Syllabus
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¨.
Read more
Syllabus
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¨.
Read more
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.
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.
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.
Finally, you will take all you've learned the past 4 weeks and combine it to make your final Creative Pitch Deck.
THE CAPSTONE PROJECT
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Promotes understanding and development of creative advertising concepts, which is valuable for professionals in the field
Taught by Brian Hallett, who is established in the industry
Involves hands-on learning through interviews, brief making and pitch practice, promoting practical application of skills
Builds a solid foundation for creating effective creative pitches, beneficial for both freelancers and professionals in agencies
Emphasizes the importance of storytelling through images, which is crucial for visual communication
Requires students to have a basic understanding of brand personality and positioning, which may not be suitable for absolute beginners
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Save From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories to your list so you can find it easily later:
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Reviews summary
Well-received course on brand to image
Learners say this engaging course on branding is well-rounded, largely positive, and informative. They particularly appreciate the lectures, assignments, and guidance they receive throughout the course. The practical and fun assignments help students create effective brand campaigns and high-impact creative pitches.
Brian Hallet's engaging style makes the learning process more enjoyable.
"I really like it, i totally understood everything abut the image that is more than that is about the communication through the brand"
"Love the course, the proffesor is great, funny and classes are very fluid. I wanna be friends with Brian, what a cool guy. "
Learners find the content to be clear and easy to understand.
"Course Well framed and clearly gave insights into understanding the language of image-making. I especially enjoyed the repeating forms to tell brand stories."
"Brian is such a professional teacher and worker. I loved everything and I enjoyed creating branding campaigns through the assignments. Really recommend it. "
Students value the practical assignments that allow them to apply their learning directly to real-world scenarios.
"The most interesting thing that I observed was how we were guided throughout the course to make a creative pitch for a real company and then a hypothetical pitch for our chosen brand. The practical learning is superb. "
"Professor Hallet makes this course fun and engaging. The branding tools are presented in a way that is easy to understand and start implementing straight away."
Some learners find the assignments to be repetitive.
"It was a great course. I especially liked that they included examples of how the concepts are applied or used with real clients. The reason I gave this a 4-star is because of the redundant assignments, like their other courses on this specialization."
"Think this course was very helpful and useful. I like the lecturer's way of teaching, and the fact that we ad a number of practical assessments. What I would improve is the reading section. I would put more sources both as compulsory and optional reading."
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories with these
activities:
Review 'Ogilvy on Advertising'
Show steps
Gain insights from one of the pioneers of modern advertising by reading this classic work.
View
Tuning Up: Improving performance and reducing...
on Amazon
Show steps
-
Read the book and take notes on key concepts.
-
Summarize the main takeaways and apply them to your own work.
Follow tutorials on creative ideation techniques
Show steps
Enhance your creativity by exploring different ideation techniques through online tutorials.
Browse courses on
Creative Thinking
Show steps
-
Identify tutorials that cover creative ideation techniques.
-
Follow the tutorials and practice the techniques.
-
Reflect on your experience and identify techniques that you can apply in your work.
Participate in online discussion forums
Show steps
Engage with fellow students and share your perspectives on course topics.
Browse courses on
Group Learning
Show steps
-
Join online discussion forums related to the course.
-
Participate in discussions by asking questions, sharing insights, and providing feedback.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Design a brand persona mood board
Show steps
Strengthen your understanding of brand personality and visual storytelling by creating a mood board.
Browse courses on
Brand Identity
Show steps
-
Research the brand and its target audience.
-
Collect and organize images, colors, and textures that represent the brand.
-
Create a presentation to showcase your mood board.
Volunteer at a local marketing or advertising agency
Show steps
Gain practical experience and build connections in the marketing industry.
Browse courses on
Hands-on Experience
Show steps
-
Search for and identify volunteer opportunities at local marketing agencies.
-
Apply to volunteer positions and undergo any necessary training.
-
Assist with marketing tasks and learn from experienced professionals.
Complete advertising mock problems
Show steps
Develop and practice your creative advertising skills by working through mock problems.
Show steps
-
Review the problem statement and associated materials.
-
Brainstorm and develop creative concepts.
-
Create a presentation to showcase your concepts.
Attend online industry events and webinars
Show steps
Expand your network and stay up-to-date with industry trends by attending online events.
Browse courses on
Networking
Show steps
-
Identify and register for relevant webinars and industry events.
-
Attend the events, participate in discussions, and connect with professionals.
-
Follow up with contacts and explore potential opportunities.
Develop a marketing campaign for a local business
Show steps
Apply your knowledge and skills to a real-world marketing project.
Browse courses on
Marketing
Show steps
-
Identify a local business and conduct research on their target audience.
-
Develop a marketing plan and creative concept for the campaign.
-
Implement the campaign and track its results.
Review 'Ogilvy on Advertising'
Show steps
Gain insights from one of the pioneers of modern advertising by reading this classic work.
View
Tuning Up: Improving performance and reducing...
on Amazon
Show steps
Show steps
Show steps
- Read the book and take notes on key concepts.
- Summarize the main takeaways and apply them to your own work.
Follow tutorials on creative ideation techniques
Show steps
Enhance your creativity by exploring different ideation techniques through online tutorials.
Browse courses on
Creative Thinking
Show steps
Show steps
Show steps
- Identify tutorials that cover creative ideation techniques.
- Follow the tutorials and practice the techniques.
- Reflect on your experience and identify techniques that you can apply in your work.
Participate in online discussion forums
Show steps
Engage with fellow students and share your perspectives on course topics.
Browse courses on
Group Learning
Show steps
Show steps
Show steps
- Join online discussion forums related to the course.
- Participate in discussions by asking questions, sharing insights, and providing feedback.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Design a brand persona mood board
Show steps
Strengthen your understanding of brand personality and visual storytelling by creating a mood board.
Browse courses on
Brand Identity
Show steps
Show steps
Show steps
- Research the brand and its target audience.
- Collect and organize images, colors, and textures that represent the brand.
- Create a presentation to showcase your mood board.
Volunteer at a local marketing or advertising agency
Show steps
Gain practical experience and build connections in the marketing industry.
Browse courses on
Hands-on Experience
Show steps
Show steps
Show steps
- Search for and identify volunteer opportunities at local marketing agencies.
- Apply to volunteer positions and undergo any necessary training.
- Assist with marketing tasks and learn from experienced professionals.
Complete advertising mock problems
Show steps
Develop and practice your creative advertising skills by working through mock problems.
Show steps
Show steps
Show steps
- Review the problem statement and associated materials.
- Brainstorm and develop creative concepts.
- Create a presentation to showcase your concepts.
Attend online industry events and webinars
Show steps
Expand your network and stay up-to-date with industry trends by attending online events.
Browse courses on
Networking
Show steps
Show steps
Show steps
- Identify and register for relevant webinars and industry events.
- Attend the events, participate in discussions, and connect with professionals.
- Follow up with contacts and explore potential opportunities.
Develop a marketing campaign for a local business
Show steps
Apply your knowledge and skills to a real-world marketing project.
Browse courses on
Marketing
Show steps
Show steps
Show steps
- Identify a local business and conduct research on their target audience.
- Develop a marketing plan and creative concept for the campaign.
- Implement the campaign and track its results.
Career center
Learners who complete From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories will develop knowledge and skills
that may be useful to these careers:
Art Director
Art Director
An Art Director is responsible for the visual appearance of a project. They work with clients to develop creative concepts and then oversee the production of those concepts. This course can help you develop the skills you need to be a successful Art Director by teaching you how to tell a brand story through images, conduct a brand personality analysis, and develop creative advertising concepts.
Creative Director
Creative Director
A Creative Director is responsible for the overall creative vision of a project. They work with clients to develop creative briefs and then oversee the production of those briefs. This course can help you develop the skills you need to be a successful Creative Director by teaching you how to tell a brand story through images, conduct a brand personality analysis, and develop creative advertising concepts.
Marketing Manager
Marketing Manager
A Marketing Manager is responsible for developing and executing marketing campaigns. They work with clients to identify their target audience and then develop strategies to reach that audience. This course can help you develop the skills you need to be a successful Marketing Manager by teaching you how to tell a brand story through images, conduct a brand personality analysis, and develop creative advertising concepts.
Brand Manager
Brand Manager
A Brand Manager is responsible for developing and managing a brand's identity. They work with clients to create a brand strategy and then oversee the execution of that strategy. This course can help you develop the skills you need to be a successful Brand Manager by teaching you how to tell a brand story through images, conduct a brand personality analysis, and develop creative advertising concepts.
Public relations manager
Public relations manager
A Public Relations Manager is responsible for managing a company's public image. They work with clients to develop and execute public relations campaigns. This course can help you develop the skills you need to be a successful Public Relations Manager by teaching you how to tell a brand story through images, conduct a brand personality analysis, and develop creative advertising concepts.
Advertising Manager
Advertising Manager
An Advertising Manager is responsible for planning and executing advertising campaigns. They work with clients to develop advertising budgets and then oversee the production of those campaigns. This course can help you develop the skills you need to be a successful Advertising Manager by teaching you how to tell a brand story through images, conduct a brand personality analysis, and develop creative advertising concepts.
Graphic designer
Graphic designer
A Graphic Designer is responsible for creating visual content for a variety of purposes. They work with clients to develop concepts and then create visuals that communicate those concepts. This course can help you develop the skills you need to be a successful Graphic Designer by teaching you how to tell a brand story through images, conduct a brand personality analysis, and develop creative advertising concepts.
Videographer
Videographer
A Videographer is responsible for creating videos for a variety of purposes. They work with clients to develop concepts and then create videos that communicate those concepts. This course may help you develop the skills you need to be a successful Videographer by teaching you how to tell a brand story through images and conduct a brand personality analysis.
Web Designer
Web Designer
A Web Designer is responsible for creating and maintaining websites. They work with clients to develop website concepts and then create websites that meet those concepts. This course may help you develop the skills you need to be a successful Web Designer by teaching you how to tell a brand story through images and conduct a brand personality analysis.
Photographer
Photographer
A Photographer is responsible for taking pictures for a variety of purposes. They work with clients to develop concepts and then take pictures that communicate those concepts. This course may help you develop the skills you need to be a successful Photographer by teaching you how to tell a brand story through images and conduct a brand personality analysis.
Copywriter
Copywriter
A Copywriter is responsible for writing text for a variety of purposes. They work with clients to develop concepts and then write text that communicates those concepts. This course may help you develop the skills you need to be a successful Copywriter by teaching you how to tell a brand story through images.
Social Media Manager
Social Media Manager
A Social Media Manager is responsible for managing a company's social media presence. They work with clients to develop social media strategies and then execute those strategies. This course may help you develop the skills you need to be a successful Social Media Manager by teaching you how to tell a brand story through images.
Marketing Consultant
Marketing Consultant
A Marketing Consultant is responsible for providing marketing advice to clients. They work with clients to identify their marketing needs and then develop and implement marketing plans. This course may help you develop the skills you need to be a successful Marketing Consultant by teaching you how to tell a brand story through images and conduct a brand personality analysis.
Business Consultant
Business Consultant
A Business Consultant is responsible for providing business advice to clients. They work with clients to identify their business needs and then develop and implement business plans. This course may help you develop the skills you need to be a successful Business Consultant by teaching you how to tell a brand story through images and conduct a brand personality analysis.
Entrepreneur
Entrepreneur
An Entrepreneur is someone who starts and runs their own business. This course may help you develop the skills you need to be a successful Entrepreneur by teaching you how to tell a brand story through images and conduct a brand personality analysis.
For more career information including salaries, visit:
OpenCourser.com/course/wcvno4/from
Reading list
We've selected 16 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories.
Save
Provides a comprehensive overview of the creative thinking process, including techniques for generating ideas, developing concepts, and solving problems. It valuable resource for anyone who wants to improve their creativity and innovation skills.
Save
This classic book by advertising legend David Ogilvy must-read for anyone who wants to learn about the principles of effective advertising. Ogilvy shares his insights on everything from creating memorable headlines to developing successful campaigns.
Presents 22 fundamental principles of marketing that have been proven to be effective over time. It valuable resource for anyone who wants to develop a successful marketing strategy.
Save
Explores the science of why some ideas stick and others don't. It provides practical advice on how to create messages that are memorable, persuasive, and actionable.
Save
Offers a practical guide to developing a creative habit. Tharp shares her insights on how to overcome creative blocks, generate new ideas, and stay motivated.
Explores the challenges that established companies face when they try to innovate. Christensen argues that companies need to be disruptive in order to stay ahead of the competition. It provides insights on how marketing professionals can help businesses do just that.
Presents a framework for developing a strong brand positioning. Ries and Trout argue that companies need to focus on creating a unique and differentiated position in the minds of their target customers.
Provides a practical guide to building a successful startup. Ries advocates for a lean approach to product development, which involves testing ideas quickly and cheaply.
Save
Explores the psychological principles that underlie effective advertising. It provides insights into how consumers process information and make decisions, which can help marketing professionals create more persuasive campaigns.
Save
Explores the evolutionary origins of storytelling. Gottschall argues that storytelling fundamental human need and that it plays an important role in our social and cultural development.
Explores the archetypal characters of the hero and the outlaw. Mark argues that these characters are essential to storytelling and that they can be used to create powerful and memorable marketing campaigns.
Provides a practical guide to using visual storytelling to create effective marketing campaigns. Walter shares her insights on how to create visually appealing content that will engage and persuade your audience.
Provides a comprehensive overview of content marketing. Rose and Pulizzi share their insights on how to create and distribute valuable content that will attract and retain customers.
Provides a practical guide to copywriting. Bly shares his insights on how to write effective copy for a variety of marketing materials, including websites, brochures, and advertisements.
Save
Explores the gap between a company's brand identity and its customer's perception of the brand. Neumeier argues that companies need to close this gap in order to build a strong and successful brand.
Save
Provides a comprehensive overview of branding. Norman shares his insights on how to create a strong and memorable brand that will resonate with your target audience.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/wcvno4/from
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Level
Introductory
Via
Coursera
Institution
IE Business School
Instructor
Brian Hallett
Language
English
Transcripts
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This course belongs to a
collection
called
Branding: The Creative Journey. It's comprised of four courses:
- Branding and Customer Experience
- Storytelling in Branding and Content Marketing
- From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories (viewing)
- Brand Identity and Strategy
Good to know
Promotes understanding and development of creative advertising concepts, which is valuable for professionals in the field
Taught by Brian Hallett, who is established in the industry
Involves hands-on learning through interviews, brief making and pitch practice, promoting practical application of skills
Builds a solid foundation for creating effective creative pitches, beneficial for both freelancers and professionals in agencies
Emphasizes the importance of storytelling through images, which is crucial for visual communication
Requires students to have a basic understanding of brand personality and positioning, which may not be suitable for absolute beginners
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