Designing Brand Strategy Summer School

Today, the competitive business landscape demands strong, distinct brands to capture consumer attention and loyalty. Mastering brand strategy is crucial for making your brand stand out and resonate with the crowd.

Through hands-on project work, lectures, and practical real-world examples, students will be introduced to various topics around research, design, and branding, including desktop research, semi-structured interviews, argumentation techniques, conceptualization, graphic design, and brand analysis.

In this course, both branding and design are defined broadly. Firstly, branding refers to the different tools that organisations use to differentiate themselves from competitors. These include company logos and names, as well as product designs, reputation, and communication.

Secondly, design refers to the ways in which novel products, services, and strategies are created when there are no clear optimal answers. These ways of working include empathizing with stakeholders, building and testing preliminary ideas, and iterating towards a promising solution.