Mktg 552

building innovative brands

with jennifer aaker + chris flink

david bordow + natalie kim + saul carlin

Spring 2014

MWF, May 5-16
GSB co-lab

Required Readings


Coca-Cola Content 2020  
Dispensing Happiness: How Coke Harnesses Video to Spread Happiness 
Top 100 Most Valuable Brands 2010 
Rethinking The Idea of the Brand   
Honest Tea: The Most Honest City in America 
Louisville Slugger  

Experience Design Bootcamp Bootleg
Design Thinking 
Defining User Experience as Brand Experience 
More than Virtual: Marketing the Total Brand “Experience”

Social Media

Olivier Blanchard Basics Of Social Media ROI
Top 10 Social Media Campaigns of All Time
3 Brilliant Social Media Campaigns and Why They Worked
12 Lessons from Kony 2012: The Most Viral Video of All Time
Social Media Bolsters Big Brands
Creating Continuous Conversations Around Brands


Storytelling That Moves People: A conversation with screenwriting coach Robert McKee 
The Hero’s Journey


Five Rules for How to Frame a Shot 
iMovie Editing Tutorials
iMovie Editing Tutorials 2
3 Simple Rules for Filming Without Lights (Interior)
3 Simple Rules for Filming Without Lights (Exterior)

Optional Readings (and Videos) - Brand Basics

Strategic Brand Management 
Building Strong Brands 
The Brand Gap  
A Brand is Forever! A Framework for Revitalizing Declining and Dead Brands 
A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century 
Here Comes Everybody Clay Shirky 
The Dragonfly Effect  
Nike WE: Design Meets Social Good 
eBay: From Green to Gold 
Intel Voice Guidelines : The Written Expression of the Brand
How to Build a Brand Like Corona 
Leading Change: Why Transformation Efforts Fail
Embrace the Dark Side 
The Road to Self-Renewal