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Designers: If you''ve ever wanted to be involved with the long-term strategy for a brand, not just the design, this is the course for you. Learn how to partner with stakeholders and company leaders to define the core elements of a solid brand: its purpose, audience, and position in the marketplace. Instructor Stefan Mumaw-a design consultant to such prestigious brands as Johnson & Johnson, Coca-Cola, and Sony-explains how to turn those ingredients into a cohesive strategy. He also shows how to leverage the strategy to build out individual design elements, such as the company logo. Whether you''re building a business from scratch or evolving an existing identity, these tips will help you create a compelling brand-one that moves customers to action and inspires lasting connection.

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