A hands-on introduction to the softer and more nuanced sides of brand, reputation, positioning, and the media for product/ tech minded folks.
You're not what you say are. There are key opinion shapers out there - from investors, to press, to potential users of your product - and they're the ones who will ultimately define your brand if you don't. Many nascent, young brands are so busy fulfilling their vision of a product that they don't think about outward messaging and what their constituents need to hear. This class is not about logos and taglines - that's just part of the equation. You'll leave this class having defined your brand based on the 360 degree experiences that you want everyone who interacts with it to have.
You'll work through your own brand - yes, you should have a product or at least a vision in mind already - and do the following throughout the class:
This is a very independent class that's designed to give you the resources and time you need to follow through on the steps above. I'll provide you with all of the reading, templates, and/or examples you need to get you through each stage of this class, and I encourage you to collaborate with each other in the Discussions and Groups for this class when you feel stuck. I'll pop in to the online Discussions to give direction and insight, and I'll host a live Q&A at the very end, where I'll give feedback on your work as well as answer questions.
No formal prerequisites but you should be a fairly strong writer, have an in-depth understanding of your brand and product and its place in the world, as well as some existing communications that we can analyze and hopefully improve on.
Colin Nagy, Executive Director, The Barbarian Group
Mon, Jun 3rd, 2013