In this course, students will develop a new (potentially global) brand of choice evolving around products, services, or endorsements and addressing an identified opportunity/lack of appropriate solution in today’s everyday life. The goal is to establish a brand that is appealing to a broad target audience, stands out within its competitive "brandscape," and gets opinion leaders and decision makers on board for support. Students will use traditional as well as innovative marketing techniques and tools (viral marketing, crowdsourcing, social media) to create powerful experiences; develop a brand strategy, positioning, and implementation plan; and forge an innovative brand identity that encompasses several branding disciplines such as brand positioning, market research, naming, identity design, and implementation across various media and communication platforms.

In this course, students will develop a new (potentially global) brand of choice evolving around products, services, or endorsements and addressing an identified opportunity/lack of appropriate solution in today’s everyday life. The goal is to establish a brand that is appealing to a broad target audience, stands out within its competitive "brandscape," and gets opinion leaders and decision makers on board for support. Students will use traditional as well as innovative marketing techniques and tools (viral marketing, crowdsourcing, social media) to create powerful experiences; develop a brand strategy, positioning, and implementation plan; and forge an innovative brand identity that encompasses several branding disciplines such as brand positioning, market research, naming, identity design, and implementation across various media and communication platforms.