Why do we care about some brands, and others fall completely flat? How can an abstract, inanimate concept have any kind of effect on our lives, let alone a profound one? And as brand builders, how do we create brands that people will actually care about?
Whether you're looking to launch something new, having an identity crisis, or simply want to give focus to a personal project that you’re struggling to get off the ground, successful endeavors begin with strategy. This class will teach you to produce new ideas that work, by showing you how to create that essential foundation.
Led by Emily Heyward, Head of Strategy and Partner at Red Antler, you’ll walk away from this class with all the tools you need to create an unstoppable brand strategy. Why does this matter? Because at its core, branding is about finding new ways to connect with people. You will learn how to set clear goals, figure out what makes people tick, and develop (and articulate) razor sharp ideas, defining a clear vision for anything you're setting out to accomplish. If you want, you can even use this class to brand yourself.
Whether you’re in the agency world, a consultant, an entrepreneur with a great idea, or just graduated from college and are interested in brand building, this class is for you. If you’re already involved in bringing brands to life, this class is still for you.
You’ll begin with a client's (or your own) objectives, you’ll develop quick & dirty research plans to obtain the answers you’re seeking, and you’ll learn how to infuse a brand with true personality instead of blending into the crowd. By the time you finish this class, you’ll know how to break down complex problems into simple, laser-focused strategies based on real people’s feedback and needs.
Everyone will work through a brand case study or their own brand strategy - either is fine, but be ready to get your hands dirty!
Emily began her career in advertising as a Strategic Planner, working on many top brands under General Mills and Procter & Gamble, as well as DeBeers, where she led research for all major brand initiatives and developed strategies for multiple launches. She started her career at D'Arcy, followed by Saatchi & Saatchi and JWT. Her years as a Strategist, combined with an entrepreneurial spirit, inspired her to form Red Antler in order to directly apply consumer insights and brand positioning to business growth. Emily graduated Magna Cum Laude from Harvard University, where she studied postmodern theory and consumer culture. Born and raised in New York, she and her dog Sprout currently live in Boerum Hill.
Tue, May 28th, 2013