COURSE PROJECT

This accelerated course challenges student teams to harness design thinking to help fuel innovation in the Stanford Ignite brand. The project focuses on re-imaging, and envisioning a remarkable, implementable and distinctly-Ignite reunion (to be held in mid-July 2014) -- based upon insights into the Stanford Ignite program and its participants. The challenge: how do you create community when everyone lives apart - in the US, Europe, India, and other regions to come in future years.

building innovative brands

ABOUT THE CLASS
Building Innovative Brands is a hands-on two-week dive into how leading brands may leverage a Design Thinking approach to become ever more participatory, experiential and experimental. Together, we will explore how leading organizations stoke conversations, co-create experiences, spark stories and build engaging relationships. Inspired by provocative real-world examples and industry guests, diverse student teams will employ human-centered design methods to conceive of and visualize their own creative proposals for how a Stanford GSB program (IGNITE) could engage in innovative, brand-enhancing new ways. Teams will ultimately pitch their experience design concepts to the program leadership for feedback, consideration and potential real-world implementation by Stanford.

Your design challenge: Envision a remarkable, distinctly-Ignite reunion event based upon your insights into the Stanford Ignite brand & its global participants. While this brief may be interpreted loosely, all teams must very quickly develop empathy for various stakeholders, generate bold new ideas, and prototype a brand-enhancing milestone experience for the Ignite community. For the final presentations, concepts will be communicated using a variety of mediums: acting, quick filmmaking, physical prototyping, etc. Regardless of the medium, design expression should clearly show the essence of a re-conceived experience and how your design fits into the brand story. You will be evaluated on both the caliber of your teams final concept and the quality of your creative process. We expect your approach to be strategic, human-centered, insightful, imaginative, and iterative.

"A brand is much more than surface branding. We focus on 4 deeper habits from which modern innovative brands draw their power.

spark

stories
invite

participation

be

humancentered

COURSE DETAILS
Class dates: May 5- 16, M/W/F Location: GSB Co-lab (although last day will be at the d.school) Time: Mondays, Wednesdays, Friday; 3:15 - 6:15PM Support: Karina Longinidis, karinal@stanford.edu David Bordow (TA), dbordow@stanford.edu

create with

purpose

MKTG 552 | Spring 2014 | MWF, May 5-16 | GSB co-lab Class website: http:/ /www.stanford.edu/class/mktg552/ Faculty: Jennifer Aaker + Chris Flink TAs: David Bordow + Natalie Kim + Saul Carlin

On-time attendance to all classes is essential; however, if you must miss one class please discuss with a TA immediately.

TEACHING TEAM

TALK

INNOVATOR

LAB

DUE

Jennifer Aaker
A social psychologist and marketer, Jennifer Aaker is the General Atlantic Professor of Marketing at Stanford University's Graduate School of Business. Her research spans time, money and happiness, and how small acts create significant change - fueled by social media.

1
May 5

dive in! Ignite immersion

A human-centered approach

Intel
Genevieve Bell, Intel VP & Fellow

empathy
Ignite stakeholder interviews

team formation, book team meeting schedule

2
May 7

create with purpose

getting to why?

BlueBottle Nest Labs

Tony Fadell, CEO

Bryan Meehan, CEO

d.thinking
reinventing the Ignite thank-you

gathering relevant project information and inspiration. work on brand audit.

Chris Flink
Chris Flink is a Consulting Associate Professor and part of the founding faculty team of Stanford's Hasso Plattner Institute of Design ("d.school). Hes also a Lecturer in Marketing at the GSB. Chris is a partner at IDEO, where hes played a range of leadership roles such as heading the Consumer Experience Design practice, co-founding a NYC studio, and guiding strategic client relationships.

3
May 9

be humancentered
building empathy for customers & employees

AirBnB

idea to story
generate ideas and bring them to life

Chip Conley, Chief Hospitality Officer

to share in class: bring inspiration board (Photos, visuals and quotes from brand audit)

4
May 12

invite participation
how to stoke conversations

storyboard Sherpa Foundry sharing

Tina Sharkey, CEO get feedback and hone your story

Rough storyboard of 3 favorite ideas

5
May 14

spark stories
getting smart about your brand narrative

Sacramento Kings
Chris Granger, President

iterating
evaluate and evolve your idea

Beta of your final project

David Bordow

Natalie Kim

Saul Carlin

6
May 16

team presentation
pitch your concept in d.school atrium

you
Team participation

nada

to share in class: Final project