Chapters

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6 learning opportunities
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⊙ CHAPTER #05
Brand Code Application Across Touchpoints
This chapter equips students with the tools to translate brand strategy into consistent, high-impact execution across every customer interaction. By mastering the application of visual, verbal, and experiential brand codes — from digital to retail to product design — students ... Read more
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⊙ CHAPTER #06
Ecosystem Thinking in Brand Strategy
This chapter redefines brand building as the creation of interconnected ecosystems, where every decision contributess to a cohesive, evolving brand world. Using Stone Island as a case study, students learn how innovation, materiality, and cultural alignment forge cult-level br... Read more
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⊙ CHAPTER #04
Creative Direction for Brand Evolution
Visionary creative leadership transforms brands through storytelling, symbolism, and emotional depth. This chapter explores how creative directors architect brand narratives that evolve with intention. Haider Ackermann’s debut at Tom Ford is spotlighted as a case study in deli... Read more
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⊙ CHAPTER #03
Strategic Brand Positioning
This chapter explores the power of strategic brand positioning through the lens of Comme des Garçons’ multi-label universe. Students will discover how brands can shape perception through product, price, and by cultivating cultural meaning. Through tools like perceptual mapping... Read more
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⊙ CHAPTER #02
The Foundations of Visual Identity Design
This chapter provides students with a deep understanding of visual identity as a strategic framework, one that operates across cultural, neurological, and commercial dimensions. Through the lens of design history, modern branding, and cultural semiotics, students will explore ... Read more
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⊙ CHAPTER #01
Brand Identity Systems & Frameworks
This chapter explores strategic frameworks that shape how brands are seen, experienced, and remembered. Drawing from concepts and theories by thought-leaders such as Aaker, Kapferer, and Keller, students learn how to structure coherent identity systems that evolve with market ... Read more
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“Become who you are.” — Friedrich Nietzsche