ART 418 · Session 09 of 28 · Part II · Brand as Foundation

ART 418 09: Process: Definition

Wednesday, September 23

Definition: the frameworks a brand uses to define itself and speak to its audience, now pressure-testing the strategy you just pitched before it becomes a brief. Anyone sent back on Monday re-pitches at the top of class.

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The reading

  1. The brief
  2. Creative Strategy and the Business of Designchapters 5 and 6, ending with the Creative Strategy Framework, 24 pp.

Definition: the frameworks a brand uses to define itself and speak to its audience, now pressure-testing the strategy you just pitched before it becomes a brief. Anyone sent back on Monday re-pitches at the top of class.

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