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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/brand-image-high-impact-campaign
课程评论：没有评论
课程名称: 从品牌到形象：创建高影响力的讲述品牌故事的活动 课程概述: 本课程旨在为自由职业者、设计师、插画师、摄影师、市场总监以及小企业主等各种专业人士，提供一个简单有效的创意活动流程。尽管许多机构有其制定的流程和专业术语，但作为创作者，您需要的是一个可实践的方法论，以便满足客户或自身的创意需求。希望本课程能成为您探索新创意项目的跳板，并提升现有项目的质量，最重要的是，希望您在学习中能够感受到乐趣！ 课程大纲: 1. **通过图像讲述品牌故事** - 第一周我们将介绍课程概述及创建有效创意提案的全过程。深入探讨创意过程的起点以及如何传达品牌价值，理解图像语言如何表达品牌的“外观和感觉”。 2. **品牌分析** - 在第二周，Brian将教授如何进行品牌个性分析，以便继续构建您的创意提案。您将学会区分特定品牌的价值观，并制定品牌定位声明。 3. **创意广告概念** - 第三周将激发您的创意灵感！Brian将引导您探索创意广告的艺术，学习如何运用创意广告传播品牌形象和销售主张，帮助您将创意以连贯的方式呈现给客户。 4. **制作计划和创意提案** - 在最后一周，您将把创意概念付诸实践。您将观看Brian采访制作团队的成员，了解每位成员的角色、拍摄准备方式及情绪板的使用。学习如何制定制作简报并向客户呈现，最终结合四周所学，完成您的创意提案演示文稿。 5. **结业项目** - 本课程的结尾将设置结业项目，帮助您巩固所学知识并运用到实际创作中。
Name:Telling a Brand Story Through Images
Description: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¨.
Name:The Brand Analysis
Description:In week 2 Brian will explain how to conduct a Brand Personality Analysis, which is what you will use to continue building your creative pitch. You will learn how to distinguish the values of a particular brand and how to develop a Brand Positioning Statement.
Name:Creative Advertising Concepts
Description:In week 3 you have the chance to get your creative juices flowing! Brian takes you through the art behind creative advertising and how to use creative advertising to transmit a Brand image and their selling propositions. You will learn how to take your ideas and present them to a client in a cohesive and coherent way as a part of your creative pitch.
Name:The Production Plan and the Creative Pitch
Description:In the 4th and final week, you will take your creative concepts and put them into action! You will sit in as Brian interviews various members of a production team and learn what each one's role is, the ways they prepare for a shoot/filming, and the use of mood boards in this process. You will then learn how to make a Production Brief and how to present it to your client. Finally, you will take all you've learned the past 4 weeks and combine it to make your final Creative Pitch Deck.
Name:THE CAPSTONE PROJECT
Description:
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!
