Does the requirement of coherence in branding impact the way design education is being imparted? Do design schools need to turn their heads?

1. The Impact of Coherent Branding
on Communication Design Education
Love Ranga | Author & Chief Strategy Officer
The Ghost of Luxury | www.theghostofluxury.com

2. | 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

3. | 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

4. | 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

8. | 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

12. | 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

14. | 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

15. | 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

17. | 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