The History of Branding Through Images

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来自 IE Business School 的课程

From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories

33 个评分

IE Business School

From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories

33 个评分

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!

从本节课中

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¨.

The History of Branding Through Images4:17

The Art of Story Branding6:37

Story Branding Through Images and Concepts6:47

Understanding the Language of Image-Making I10:11

Understanding the Language of Image-Making II11:36

Understanding the Language of Image-Making III7:58

与讲师见面

Brian Hallett
Associate Professor
Master in Visual and Digital Media

Welcome back to From Brand to Image.

I want to introduce you to this incredible space it's

called the WOW Room at IE University.

It's really state of the art technology in online education,

and we're here to use it today as a sort of a presentation space.

So what we're going to look at today is story branding.

Now, you might say, well what is story branding?

Branding is essentially taking

a brand and developing its sort of physical characteristics,

communicating the values of the brand and what makes it unique into images,

logos, colors, etcetera, right?

So what is story branding?

Stories are the way that we have as human beings from the beginning of civilization,

the way that we have communicated values and belief systems,

the way that we have understood the world.

So story branding means that brands can now communicate their values,

their beliefs through stories.

So it's a different way of sharing what a brand is about, right?

So rather than just selling product,

what we're doing is we're actually inspiring people through brand values, right?

Now, let's look at this aspect of what I like to call beyond anxiety advertising.

Now why do I call this beyond anxiety advertising?

The reason is that advertising from

its initial days was essentially creating anxiety in people.

It was telling us that we are too fat,

that we are not fair enough,

that we are not tall enough,

that we're not rich enough,

that we don't have the right car, right?

And then what they would do is they would provide us with a sort of

magical solution which would solve that problem and then they would repeat that.

So we were always feeling insecure through advertising.

Now, what is happening now is that advertising has essentially moved

beyond this state of anxiety and we've seen many brands,

if you take Nike for example,

Nike is communicating its values to us and inspiring us, right?

Many brands do that these days and that's what we're going to focus on.

So, for example, if we look at

the initial advertisements that we saw

in the 70s and the 80s from Coca-Cola and Pepsi for example,

what we saw is that they really focused on product, right?

So Coke is it is telling you that Coke is the product that you need

to satisfy your thirst or Pepsi is the choice of a new generation.

But slowly these concepts began to evolve.

So what we see is that in the 90s and into the 2000s,

brands begin to talk more about their values.

For example, Coca-Cola is saying open happiness.

So it's not just about the product,

it's actually about how we're feeling.

So they're beginning to talk more about emotions, right?

Now, I'd like you to think for a moment.

I'd like to think about a brand that you connect to in a value based way.

I'm going to give you an example.

For me, other than the fact that I love ice cream,

Ben and Jerry's is a company whose values I relate to.

I relate to this idea of using local products,

of ecological conservation, of supporting nonprofit organizations, right?

And being small.

So Ben and Jerry's is a company that I relate to at a values level.

So I'd like you to think about that.

What are the brands that you relate to not just about the product itself,

but actually about the values of the brand and how that brand tells you stories, right?

So what we're going to do in the next video is we're going to move from

storytelling into this idea of mythology and mythmaking.

I'll see you back here.

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