Branding is a fusion of business and art, and this interdisciplinary course will offer a framework for looking at the branding process from both the creative and analytical points of view, challenging the common perception of creative roles and expanding the tradition of creative thinking and leadership. We'll develop our own branding toolbox of useful models and creative methods such as positioning and mind-mapping techniques to help us define a brand's DNA and shape its personality. We'll focus on identifying intangible value-the invisible balance sheet, and how that impacts meaningful brand experiences and future financial contributions. We'll also discuss branding 2.0-the evolution of social media, startups, cultural branding, naming, trademarks and copyrights, brand architecture and globalization.