"Mr. Berger presented a series of questions...including whether a company can build a brand without advertising...case studies on Volvo, Apple, Google and Jay-Z, dissected each brands' elements, like the product sold, the brand's values, and tone of voice."- "Returning to Industry's Roots With Lessons in Branding," The New York Times
Everything is a brand today. From the obvious Apple and BMW to the less obvious Tiger Woods and Jay Z. Companies are brands, athletes are brands, entertainers are brands, venture capitalists are brands, even political parties are often referred to as brands.
In addition to winning every major advertising award, I’ve helped build some of the world's most valuable brands, including Intel (Intel Inside), Subway (Eat Fresh), and Volvo (For Life). After 25 years at my own company, I stepped down as Executive Chairman to pursue my personal passions and I co-founded The High School for Innovation in Advertising and Media.
This class will be especially helpful for people who work in any aspect of marketing and communications, college students majoring in marketing, as well as entrepreneurs who have founded companies. In fact, this class is applicable even if you’re focused inward on creating a personal brand.
This class will examine:
We will use case studies to learn and discuss what makes some brands so powerful that they can overcome mistakes that would ruin weaker brands.
The class will be based around a hands-on project that will utilize some of the initial tools you need to build a strong brand. You'll leave with the knowledge you need to convince others to eat, sleep, and breathe your brand.
Class Award: I will select the best brand strategy/narrative and provide a one-hour consultation on how to make it better.
"Ron Berger is one of the great masters of brands. An opportunity to spend two evenings with him listening, watching, and working through case studies will be an invaluable investment in the careers of those who attend. it will also be enormously entertaining to hear such a seasoned storyteller and ... view full bio
"Hey, Cool Shirt!": Designing Effective T-shirt Graphics
Chris Delorenzo · Lead Designer for Johnny Cupcakes Inc.
Character Illustration: From Concept to Final Artwork
Matt Kaufenberg · Freelance Illustrator
Logo Design: Let the Type Do the Talking
Evan Huwa · Art Director
