BRND-620: BRAND DESIGN FOR BRAND MANAGERS Brand managers are both creative and analytical, seamlessly fusing the two together to become masters of creative problem solving. This course helps hone the skills needed to be more confident with innovation, design, and brand development.
curriculum examples - brand design for brand managers
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ASK Build a pet food product line extension of the Carhartt brand that remains true to Carhartt’s values and narrative. PROBLEM How can Carhartt leverage its strong brand identity to stand out in a saturated pet food market? OPPORTUNITY Carhartt’s core truth is to create high quality products that help consumers work their hardest, a truth shared by dog owners.
POSITIONING Carhartt has established their reputation as the brand for those with an uncommon, courageous work ethic, and we are proud to extend that brand and trust to their tenacious furry friends. STRATEGY No matter what you do, you outwork them all, and so does your dog. Don’t settle for anything less than Carhartt.
Carhartt Canine - CBM: Molly Barnett, James Glass, John March
ASK: Focusing on the assigned target audience, their needs, wants, habits, and sense of style, design a coffee maker. This is all about design aesthetics without forgoing functionality.
Coffee and coffee filter placed here; coil twists off. Glass coil to slow the drip of coffee.
Vacuum technology to push water up.
Load water here; insulated.
Water sensor to indicate when water is low.
01 SUSTAINABLE DESIGN Made primarily of ceramic and wood, this will be good to you and the environment. 02 FRENCH PULL TECHNOLOGY Different from the traditional press method, this method ensures coffee grounds don't remain in the canister.
03 DUAL INSULATION Ceramic outlet layer and stainless steel inner layer ensures your coffee will remain hot for hours on end. 04 MULTIFUNCTIONING CAPABILITIES The detachable cup and French Pull system makes the canister a multi-use product for all users.
Transparent logo to see water level.
DRIP - CBM: Molly Barnett, James Glass, Tori McCarl
JAVATREK - CBM: Sophie Durand, Max Lichtfuss, Tracy Okafor