Brand Culture Course

In this course, we explore Brand Culture as a key asset to connect with our audiences through the art of storytelling. In an era where we have access to an overwhelming amount of information, it becomes a priority to learn how to transform it into impactful communication proposals with a high degree of effectiveness.

We approach branding and Brand Story from a methodology that allows us to discover the essential values of our brand and how to convey them coherently and attractively. We develop a deep understanding of the brand’s essence, its values, and purposes to generate narratives that resonate and connect us genuinely with our audiences. We aim to amplify the communicative power of our brand, and for that, we rely on the experience and know-how of TOUS.

It is aimed at all creatives, designers, students, professionals, and entrepreneurs who are attracted to the world of branding and brand storytelling.

We delve into Brand Culture alongside TOUS, sharing methodologies from the branding field and exploring multiple resources with the aim of generating compelling and persuasive narratives. By the end of the course, we will master the essential tools that enable us to conceive, develop, and convey brand narratives that are relevant to the audiences we target.

24 hours of in-person sessions are offered, combining theory and practice equally; masterclasses, experiential labs, and discovery scoutings that bring us closer to different approaches to Brand Culture by prestigious professionals.

The proposed focus of this course allows students to acquire the necessary sensitivity to generate textual and visual narratives while exercising the logic, coherence, and strategic management of a brand’s culture.

The final project responds to a real brief shared with us by TOUS. The results will be presented, in the last session, to a panel of brand experts. The evaluation will be professional and conducted under previously established criteria. One of the participating students will have the opportunity to undertake an internship at TOUS.

The course aims to:

Rosa Tous, a trained gemologist, joined TOUS in the 90s, driving the marketing and communication area during the brand’s international expansion. She has been Corporate Vice President since 2013 and took on the role of Reach and Relevance Officer in 2022. She represents the brand at events and leads key corporate relations. She also holds leadership positions in industry associations such as JORGC, Círculo Fortuny, ANDEMA, and IEF.

Strategic and creative consultant, working for various national and international brands in the fashion, cosmetics, and fragrance sectors, hospitality, and transportation, focused on the luxury industry. Collaborates on training and innovation projects in various creative schools and universities.

Lucía Colombo is a communication professor at Elisava, where she is also the co-director of the Master’s in Art Direction and New Narratives. She has worked as an editor in graphic media in Argentina and as a creative researcher and content manager in Barcelona. Currently, she combines her teaching role with her work as an art director and creative for various international brands.

As Brand Development Director at TOUS, Anaïs Durand leads heritage projects and strategic initiatives of cultural impact and socio-educational contribution. With extensive experience in international marketing and communication, she has worked for brands such as Lancel, Dunhill, Swarovski, and Pronovias. She joined TOUS in 2016 as Global Marketing and Communication Director.

Núria Escalona is an expert in digital communication and works as a consultant for companies and institutions. She combines her professional role with teaching, delivering courses at various universities, and has published articles and specialized books in the field of communication and marketing.

Creative planner at Bakery Group agency. He has developed multiple projects in strategy, brand storytelling, and experience design for brands in various sectors, such as Grupo Puig, Mahou San Miguel, CUPRA, Mandarin Oriental, and Carolina Herrera, among others. He currently combines his work at the agency with teaching in various master’s programs focused on design, market studies, and communication, and coordinates the Master’s in Fashion, Fragrance, and Cosmetics Communication at Blanquerna University (URL).

Creative writer, conceptualizing stories and ideas for brands. A solid career that has led her to work on projects with brands focused on the premium and luxury sectors. Guest lecturer in master’s and postgraduate courses offered at various universities.

Enric Jaulent is a professional with over 20 years of experience in strategic management, marketing, communication, and social responsibility. He is the director of the Master’s in Creative Direction and Communication at Elisava and co-founder of Diferentis, a consultancy specializing in client management and cultural change. Additionally, he has training in marketing management from ESADE and has collaborated with various universities, including Pompeu Fabra University and Diego Portales University in Chile.

Francesca analyzes context and the present from different perspectives: the media, creative research, and education. Through communication, she maps contemporary trends at Tendencias.tv, a platform she co-founded with friends in 2006 that now operates as an online space and content producer. In the realm of creative research, she collaborates with projects, companies, and initiatives in providing strategic creative advice for the future.