BUS 04 — Brand Bravery: Telling Stories That Have Impact
Quarter: Summer
Instructor(s): Tyler Whisnand
Date(s): Jul 16—Aug 20
Class Recording Available: Yes
Class Meeting Day: Thursdays
Grade Restriction: NGR only; no credit/letter grade
Class Meeting Time: 5:30—7:00 pm (PT)
Tuition: $480
Refund Deadline: Jul 18
Unit(s): 0
Enrollment Limit: 45
Status: Registration opens May 18, 8:30 am (PT)
Quarter: Summer
Day: Thursdays
Duration: 6 weeks
Time: 5:30—7:00 pm (PT)
Date(s): Jul 16—Aug 20
Unit(s): 0
Tuition: $480
Refund Deadline: Jul 18
Instructor(s): Tyler Whisnand
Grade Restriction: NGR only; no credit/letter grade
Enrollment Limit: 45
Recording Available: Yes
Status: Registration opens May 18, 8:30 am (PT)
In a world flooded with inane content, bold communication stands out to create connection, inspiration, and lasting loyalty. This course helps you shape original ideas with intention, clarity, and courage, transforming them into compelling messages that express values and beliefs. You’ll learn to craft authentic stories that reflect your brand’s voice and purpose, apply creative thinking to brand and campaign development, and use narrative techniques to build emotional resonance across physical and digital platforms.
While marketing has evolved from traditional advertising to a plethora of digital media, storytelling remains essential.
Campaigns like #ShotoniPhone and Just Do It don’t just sell products—they tap into universal human experiences. This blend of narrative clarity and cultural relevance has powered campaigns for Apple and Nike, as well as for iconic brands like Levi's and Ben & Jerry’s, using breakthrough storytelling as a tool for cultural connection. Whether you're building a brand from scratch or evolving an existing one, this course will give you the tools to lead with brave creativity, communicate boldly, and deliver messages that have impact.
While marketing has evolved from traditional advertising to a plethora of digital media, storytelling remains essential.
Campaigns like #ShotoniPhone and Just Do It don’t just sell products—they tap into universal human experiences. This blend of narrative clarity and cultural relevance has powered campaigns for Apple and Nike, as well as for iconic brands like Levi's and Ben & Jerry’s, using breakthrough storytelling as a tool for cultural connection. Whether you're building a brand from scratch or evolving an existing one, this course will give you the tools to lead with brave creativity, communicate boldly, and deliver messages that have impact.
TYLER WHISNAND
Creative Director, Whisnand Creative
Tyler Whisnand is the director of Whisnand Creative, a communications bureau, and an adjunct professor of writing and branding at ArtCenter College of Design. He was formerly an executive creative director at Apple and a creative director at Wieden+Kennedy, where he led the Nike and Levi’s accounts. Whisnand has guest lectured at Stanford d.school and Fabrica, and he is the founder of the Orchard, a creative development program at Apple.
Textbooks for this course:
There are no required textbooks; however, some fee-based online readings may be assigned.