About this Course
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Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 11 hours to complete

Suggested: 4 hours/week...

English

Subtitles: English

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Approx. 11 hours to complete

Suggested: 4 hours/week...

English

Subtitles: English

Syllabus - What you will learn from this course

Week
1
2 hours to complete

Telling a Brand Story Through Images

11 videos (Total 82 min), 2 readings, 1 quiz
11 videos
The History of Branding Through Images4m
The Art of Story Branding6m
Story Branding Through Images and Concepts6m
Understanding the Language of Image-Making I10m
Understanding the Language of Image-Making II11m
Understanding the Language of Image-Making III7m
Narrative: First Contact with the Client16m
Optional Portfolio Assignment3m
2 readings
***Important note before starting the course***10m
Recommended/Optional: ¨Photographically Speaking¨10m
1 practice exercise
Let's Talk About Some Images16m
Week
2
1 hour to complete

The Brand Analysis

6 videos (Total 23 min), 1 quiz
6 videos
The Positioning Statement: Interview with Maria Haro3m
How to Write a Brand Positioning Statement1m
Narrative: Talking About the Values of the Brand10m
1 practice exercise
Testing Your Skills14m
Week
3
1 hour to complete

Creative Advertising Concepts

7 videos (Total 26 min), 1 quiz
7 videos
How to Convey the Unique Selling Propositions of the Brand4m
From Brand to Concept1m
Presenting the Creative Concepts to the Client3m
Narrative: Presenting the Creative Pitch to the Client4m
1 practice exercise
Test Your Skills10m
Week
4
3 hours to complete

The Production Plan and the Creative Pitch

11 videos (Total 39 min), 2 quizzes
11 videos
Production Team Interviews: Stylist Isabel Ottino8m
Production Team Interviews: Art Designer Adrian Tai8m
Narrative: Presenting the Production Plan to the Client6m
The Creative Pitch Deck1m
Explaining the Activity: The Campaign Challenge1m
The Photo Shoot1m
What Did We Learn?1m
Farewell!54s
1 practice exercise
Test Your Skills10m
4.6
16 ReviewsChevron Right

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

By YHOct 2nd 2018

Very helpful intro into image creation and brand awareness build-up. The skills and knowledge can be applied immediately if you are in the business or on learning stage.

By MKDec 19th 2017

Very beneficial course. Apt & to the point content in very less time.

Instructor

Avatar

Brian Hallett

Visual Communication and Branded Content Professor
IE School of Human Sciences and Technology

About IE Business School

IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being. Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide....

About the Branding: The Creative Journey Specialization

This Specialization aims to make branding concepts accessible to every learner and to teach them to analyze and apply all the relevant concepts, using the broad and diverse toolkit of branding. It provides you with the necessary tools so that you are able to understand the brand behavior, understand the language of a brand and learn about the rational and emotional elements behind brands. It also attempts to make you understand the language of images. The amount of audiovisual content we receive today makes it hard for brands to break through that noise. It ends up teaching how to understand branding efforts in the context of customer experience. We must think in a strategic manner when creating brands. Branding is about co-creation and conversation between the audiences, customers and users. What is relevant is how people out there perceive and live the brand. Brands are the story, the personality and the culture of an organization; the intangible elements that form it....
Branding: The Creative Journey

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.