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Partner Application: Building a Buzzworthy Brand

Building a Buzzworthy Brand

ENTREP 395: Building a Buzzworthy Brand is an experiential learning course that teaches students to build brands that create buzz and attract loyal customers. During the ten-week, team-based class, students work with partner companies to assess their current brand strength in the market and provide recommendations for a brand overhaul that accelerates growth and profitability. The course is taught by Farley faculty member Mike Moyer and advised by partners of the award-winning brand creative agency Adrienne Weiss Corporation (AWC). 

Partner Companies

Small to medium-sized entrepreneurial-minded companies are invited to apply to sponsor a student team and become the subject of the team's brand creation/reinvention project. Through becoming a sponsor, student teams will take your marketing data and brand information to learn and apply their knowledge in conceptualizing and relaunching a brand with compelling and impactful messaging that generates buzz. The teams will work directly with you as a live partner to develop a comprehensive analysis of your current brand strategy and competitive position and generate insights and suggestions on your key attributes and implementation options across a variety of marketing tactics. At the end of the class, the team will share with you their final report.


About the Adrienne Weiss Corporation 

Adrienne Weiss Corporation (AWC) is a branding think tank and creative agency in Chicago. Since 1986, AWC has developed award-winning brands and identities for some of America’s most iconic companies. Clients include Build-a-Bear Workshop, Baskin Robbins, Dunkin Donuts, Disney, McDonald’s Corporation, and many more. Using a proven brand creative process, AWC has created and reenergized brands all over the world.

AWC is currently under the direction of Adrienne Weiss, founder and principal, and Greg Weiss, president. 

About Mike Moyer

Mike Moyer has held senior-level management positions in marketing and branding in a variety of industries ranging from consumer durables to automotive,to sporting goods to fine wine. Today he runs Slicing Pie, a SaaS company that helps startup founders create perfectly fair equity splits, and MosquitOasis that makes pop-up mosquito net tents for kids.

He teaches entrepreneurship at Northwestern and has taught at the University of Chicago Booth School of Business. He has written ten books with a focus on business and entrepreneurship, including The Slicing Pie Handbook: Perfect Equity Splits for Bootstrapped Startups and Will Work for Pie: Building Your Company With Equity Instead of Cash. Moyer has an MS from Northwestern and an MBA from the University of Chicago. 

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