What you will learn:
Branding is more than just a logo, a flashy marketing campaign or slick graphic design. Branding, primarily, is about feelings, meaning-making and relationship-building. Great branding is memorable.
Your favorite brands make you feel. Feelings come from the heart. Think about the feeling you get unpacking a box from your favorite brand or the warm welcome by a friendly face at your favorite local restaurant. You feel love, acknowledgement, cared for, listened to, special, belonging. You feel great and because you feel great, your brain makes a positive association. This positive association helps build brand loyalty and lays the groundwork for customer satisfaction and success.
This is why branding is both an art and a science. It’s the intersection of data, design and delight. Data is needed to stay customer-centric, strategic and results-oriented. Design is needed to explore and experiment with the number of strategies and tactics to make a positive impression. Delight is the human and heart-centeredness in it all.
In this Elective, you will gain a deeper understanding of the art and science of heart-centered branding. We will explore how psychology, neuroscience, data and art all interplay as we intentionally build and manage brands. You will walk away with practical ways to start infusing more meaning into how you treat your staff, customers, vendors and community.
About the instructor:
Ivellisse Morales is an award-winning entrepreneur who brings a decade of experience in using marketing as a force for good—for brands of all sizes from inside major creative agencies like IDEO and Ogilvy and nonprofits like Year Up. She’s a conscious and creative human who comes alive when she uses her skills for social change. Ivellisse is a teacher, a speaker, poet and writer who’s been recognized and featured by ADCOLOR, Adweek, Time Magazine, The 3% Conference and the PR Club’s Bell Ringer Awards. In 2018, she stepped out as the visionary behind bombilla (bohm-bee-yah), a branding & design agency for social change based in Oakland, CA. Bombilla (lightbulb in Spanish) is fueled by a national network of diverse creatives who conspire with systems-changing organizations to make the world brighter. Find out more www.bombilla.co.
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Suggested Length90 min
# of Employees100
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