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OCOE 2020 - Tools for creating brand preference

Type d'enseignement : Workshop

Semester : Autumn 2017-2018

Number of hours : 12

Language of tuition : English


English level 4.

Course Description

“Big brands don't have customers, they have fans.” Today we live in a world of choice. One could argue even too much choice. For a brand, the only way to win is to be preferred. In this workshop, we will explore the various ways in which brands create preference from tangible product differences to less tangible tools like “tone of voice” to the use of role models or celebrity icons.


PHILP, Dana (Co-Founder and President, Quelle Belle Journée, advertising agency)

Pedagogical format

6 x 2-hour workshops.

Course validation

60% lecture / 40% class participation and discussion.


Starting with the second session, students will be asked to bring in examples (good and bad) which incorporate learning from the prior session to share and discuss with the group. At the end of the workshop, there will also be a final case study required which incorporates the different learning over the course of the program.

Required reading

Burr, (Chandler), The Perfect Scent: A Year Inside the Perfume Industry in Paris and New York. As you are likely to have your fill of advertising manuals, this is a wonderful real-life case study of creating preference in the perfume industry. It reads like a novel