To understand what is a brand, how it is created and the reason why there is so much talk and investment in brands. Ability to analyze and evaluate the writing of a brand. To understand the recent birth of Brand Voice (A.K.A. Brand speech, Writing for Brands, brand copywriting) and its relation with design, the digital technologies and branding itself. To understand the difference between Writing for Brands and Writing for Advertising, Script (Film and TV), Journalism and Literature. Ability to write for brands. Ability to create and to write brand movies. The relation between "trademark" and "content brand", and the framing of the integrations in the narrative.