The Impact of Coherent Branding

on Communication Design Education

Love Ranga | Author & Chief Strategy Officer

The Ghost of Luxury | www.theghostofluxury.com

| The Substance of Brand Identity

| Communication Strategy of Giants

| The Maintenance of Gucci

| The Coherence at Hermès

| Cons of Situated Learning, Narrative and Adaptive Media

| Critiquing Constructive Alignment

| Bloom’s Taxonomy of Learning Domains: The Cognitive Domain

| Disruptive Curriculum Design in Communication Design

The Content

| How the business wants to be perceived as

| Directly proportional to Brand Image

| Often confused with Visual Identity

| It is in fact, Coherence Personified

| Coherent Branding: The ultimate aim of Communication Design

The Substance of Brand Identity

| Initiator of trickle-down mechanism

| Zara’s Fast Fashion is nothing but crystallized Exclusivity

| Premium brands emulate Luxury

| Highest creative expression: Haute Couture, Haute Joaillerie, Haute Horlogerie, and Haute Perfumerié

| Creator’s expression requires equal justice in Creative Communication

Communication Strategy of Giants

| Globally know Italian luxury brand, 1921

| Started as saddle manufacturer, Primary category of operation: Leather

| Gucci under Tom Ford, Frida Giannini and Alessandro Michele

| Frequent Change in Communication Direction

The Maintenance of Gucci

| Globally know French luxury brand, 1887

| Started as saddle manufacturer, Primary category of operation: Leather

| Artistic in approach: The Mirza Ghalib Syndrome

| Strict coherence makes it better than Louis Vuitton on the scale of Luxury

| Revisiting the Circle

| (Clips)

The Coherence at Hermès

| Situated Learning: Learn in the same context, Field trips, Modular Approach

| Narrative Media: Seminar-style lecture, audio-visual aids

| Adaptive Media: Simulations, Gamification

| Can they ensure deep-learning of the Art of Communicative Coherence?

Situated Learning, Adaptive & Narrative Media

| Learning Outcome: Learner should execute aesthetic and conceptual decisions based on design principles.

| Constructive Alignment: Alignment between what is learnt and the Learning Outcomes

| Every teaching session should relate to MLOs, MLOs to SLOs, SLOs to CLOs…

| Categories: Knowledge, Comprehension, Application, Analysis, Synthesis, Evaluation

| LOs are based on pre-defined Verb list

| Categories add on with each level: Sem 1, Sem 2…

Critiquing Constructive Alignment

| Learning Coherence requires merger of all the six categories at once in the Module/ Packet

| Rise of Complexity & Independence with each level

| Aggressive Learning Environment, Professional face-off

| No dull moment

Disruptive Curriculum Design in Communication Design