Students present favourite copy examples + An introduction to discovering the Tone of Voice for your brand.

Interactive analysis: learn to smell copy that stinks.
Discussion: ethics in brand communications.
Course work: prep&practice client persuasion exercise

The good, the bad and the ugly:
Interactive brand analysis based on case studies.
Discussion: The Agile Brand (Landor)

An introduction to the Art of Copy – From Big Ideas to mobile micro-copywriting.
Course work: copy presentation

How to educate the client – role play.
Coursework: future proofing brand communications

Presentations
Coursework: reading list tba

Make your own brand 1: form teams and define offering.

Make your own brand 2: Mission statements + Wider Brand Context + Vision statements

Make your own brand 3: Brand Personality, Archetypes, Tone of Voice

Make your own brand 4: User Personas and Journey Narratives

Grand finale: Presentations

Introduction to Brand:
What is brand and why does it matter?
Coursework: brand presentation

Presentations Group 1 +
An interactive evaluation of the history of brand, based on assigned course research.

Presentations Group 2 +
Brand personality, your target audience and user experience design.
Deadline Assignment 1: micro-essay on the value of brand for digital business

The psychology of brands and brand archetypes. Deadline Assignment 2: Agile Brands