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KCOE 4175 - Brands as Disruptors in Creative Industries

Type d'enseignement : Lecture and tutorials

Semester : Spring 2017-2018

Number of hours : 24

Language of tuition : English


At least, level 4 in English

Course Description

The aim of every firm is to create a strong and disruptive brand identity that transforms the company's monetary investments into an asset with long term values. Alternating between theory and practice, you will analyze all types of brands from different market industries (digital, media, entertainment, technology, educational etc.) to understand the concepts of how brands are created. From the Brand Idea, Territory, Heritage, Experience, and the Brand Platform, you will also see how brands align their creative identity to the firm's business model. In partnership with the Penninghen Graphic school of design, you will apply the common and useful theories learned in the lectures to create your own disruptive brand and business strategy. The goal is to create a strong brand that will enable your company to grow, earn competitive value in the market and most importantly, to create a relationship with the targeted consumers.


  • BORDAS, Nicolas (Vice-President International, TBWA\ Worldwide)
  • FIELDS, Samantha J. (International Operations Manager, AuFéminin)

Pedagogical format

Lecture course with tutorials: 24 hours: 12 x 2 hours.

Course validation

Grades are divided up in into three parts: 40% The Grill ; 50% Brand Project (group grade); 10% Individual Participation.

Required reading

  • Merleau-Ponty, Maurice, Signs, Northwestern University Press, 9th edition, 1964
  • Barthes, Roland, Mythologies, Farrar, Straus & Giroux, 1972
  • Klein, Naomi. No Logo. 1999. Print
  • Branson, Richard, Sir Richard Branson, the autobiography, Longman Cheshire Pty Ltd, 2002
  • Bordas, Nicolas. The Killer Idea, 2011

Senior lecturers

  • BLUM, Samantha M. (Chef de Projet TBWA)
  • FIELDS, Samantha J. (International Operations Manager, AuFéminin)
  • LANDES, Charlotte J. (Project Manager)