Led by Greg Hoffman (Author of Emotion by Design and former Nike CMO), the class goes through the power of brand strength, brand & product positioning, naming & brand identity, and how brands can create an emotional connection with consumers.

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With all of the apparel and footwear brands in the world, why do some brands resonate more than others? Many brand use similar materials, are made in similar factories and are sold in the same channels.  Yet why do consumers prefer one brand over another?