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KCOE 4005 - Branding and Word Design

Type d'enseignement : Elective

Semester : Spring 2018-2019

Number of hours : 24

Language of tuition : English


At least a level 4 in English language.

Course Description

When creating or repositioning a brand, words come first. The branding and word design program will therefore address overall branding questions with a unique angle on the importance of words in brand identities: To define a brand and its reason to be. The strategic words e.g. brand positioning and brand architecture ; To help a brand expressing itself. The creative words e.g. manifesto, naming, nomenclature, tone of voice ; To implement a brand and engage its audience. The engagement words e.g. language guidelines and experience with a focus on digital experience. Inspired by a design thinking approach, this program will balance between theoretical classes and workshop sessions to provide an operative strategic and creative know-how to future brand experts.


  • JOOS, Valentin F. (Co-fondateur / Co-President chez JOOSNABHAN)
  • NABHAN, Pierre A. (Co-Fondateur / Co-Président chez JOOSNABHAN)

Pedagogical format

12 x 2h.

Course validation

10% participation ; 55% individual (2 types of assessment based on – 1/ An individual presentation of a case study – 2/ The individual part during the group project presentation) ; 35% collective – assessment of the overall group project, based on the final presentation.

Required reading

  • Positioning, The Battle for Your Mind - Al Ries & Jack Trout
  • Sémiotique, Marketing et Communication, Sous les Signes, les Stratégies, Jean-Marie Floch
  • Brand Failures: The Truth About the 100 Biggest Branding Mistakes of All Time, Matt Haig
  • The Brand Gap: How to Bridge the Distance Between Business Strategy and Design, Marty Neumeier
  • From Altoids to Zima: The Surprising Stories Behind 125 Famous Brand Names, Evan Morris

Additional required reading

  • Wordcraft: The Art of Turning Little Words into Big Business, Alex Frankel
  • We, Me, Them and it: The Power of Words in Business, John Simmons
  • Unleashing the Ideavirus: Stop Marketing at People! Turn Your Ideas Into Epidemics by Helping Your Customers Do the Marketing for You., Seth Godin
  • The 22 Immutable Laws of Branding, Al Ries
  • Identités Visuelles, Jean-Marie Floch
  • Zag: The Number One Strategy of High-Performance Brands, Marty Neumeier
  • The Making of a Name: The Inside Story of the Brands We Buy, Steve Rivkin
  • Whatever You Think, Think the Opposite, Paul Arden