TDS-392C: Brand Strategy Lab

This TDS course focuses on creating strategic design innovation by learning a systematic brand and design strategy toolbox. Students will learn how world's leading brands and start-ups create compelling user experience, customer-centered value proposition and unrivaled brand equity, by connecting with target customers through strategically designed multi-touchpoint experiences. It's a start-to-finish, comprehensive process at the art and science of branding, from exploring macro trends, competitive landscape and diverse customer archetypes to create brand strategy, culture, identity, multi-touchpoint design, and customer experience. Trans-disciplinary students will work on team or individual projects for selected existing brands or creating new brands targeting specific archetypes.