Class begins the week of September 11, 2006. This will be my sixth year teaching at Brainco and the fifth time teaching Branding and Consumer Behavior.
Students can find the course syllabus here .
Of the classes I've taught, Integrated Campaigns, Basic Copy, Advanced Copy, Creative Writing and Advertising Strategy, Consumer Behavior is my favorite. Like Strategy, it's a crucial course for learning and experimenting with some fundamentals. Like, What matters to the target? How do you create a message that resonates? Why does a brand even matter? Who owns it and what's it made of? And though some of these things sound heady, they represent fundamental questions that successful creatives get in the habit of asking.
