24.9.2024 - 15.10.2024 (Week 1 - Week 4)
Caitlin Ong Lynn Dee / 0343801 / Bachelor of Design (Hons) in Creative
Media
Creative Brand Strategy
Task 1
CONTENTS
LECTURE
CBS_1_ Introduction to Module
The Creative Brand Strategy touches on creating an in-depth visual strategy for an established brand. It is where we learn to justify problems or to develop the best solutions for the brand by studying the relationship between the brand and its target audience.
CBS_2_The Branding Process
Branding embodying the perception, reputation and the tangible 'look and feel" of a company, country or person, it relates to the behavior of company as well as the customer experience of it. The brand also applies within and outside of the organization to the customers and employees. In order make a brand successful it must be adapted to the market change and audience's segment.
Nowadays branding has be applied to an everyday basis, it is no longer limit to cooperations. The must embrace new technologies to enhanced global communications Other than using modern technologies, target audience wants to have deeper connection with a brand that has greater transparency.
The diagram shown below outlines the different stages and roles during the process of brand development.
The Basic Brand Development Process
- Formulating a brand strategy - A brand strategy determines the direction for the brand. The strategy must show a clear understanding of the brand's target audience this will help highlight the vision of the brand.
- Creative execution - Took place during the brand's development stage. it involves creating the look and feel for the brand, the brand language as well as the logo and name.
- Creative implementation - After the brand execution, the concept of the brand will take on various form though various planforms creating a brand presence.
- Communicating the brand - There must be a clear commination towards employee and external communications
The brand experience is to engage people at a level that captures the audience’s senses. When a brand captures the senses, we become passionate about the brand and will have an emotional connection with the brand that goes beyond. Emotional connections are created through the behavior of the brand.
- Campaign - A time frame planned to communicate a message to the audience. It is a marketing strategy to make an announcement or create an engagement to reach out to a targeted audience.
- Concept - It is an idea to reference a subject.
- Concept Campaign - It is an idea that convinces the audience to call for action.
- Cause - It is a person or an object to give rise to action/phenomenon/condition
- Cause Campaign - Cause marketing usually is to market specific idea, cause or goal vs to market a specific product directly.
- Event - Something of importance that happens or take place
- Event Campaign - It is also known as experiential marketing. It is a presentation to teach existing customers on the products or service
- Launch - It is to initiate growth as quickly as possible. It tackles something fresh. It is good to introduce new products.
- Launch Campaign - A campaign launch is how a marketing team achieves the goals of a broader marketing programme.
- Personality - It is characteristics and behavior to a person’s adjustment to life. Each and every person has distinctive character based on the combination of characteristics and qualities.
- Social media - It is a platform for users to share and create content. It is about conversations, connecting with the audience and building relationships.
- The Brand Story - Stories are created for audiences. Through designs we tell a story through its visual elements. To create a brand, it has to start with a story. In a story there are chapters, in a brand this can be told via campaigns
- Personality Campaign - It is a plan to
elevate a person’s reputation.
The SWOT Analysis:
- Internal factor.
- Why does the brand do well. Identifying the USP
- Identifying the USP
- Internal factor
- Find out the limitations
- Study the competitors and why are we lacking
Opportunities:
- It is usually external forces in social patterns
- Population profiles
- Lifestyle
- External challenges that have a negative effect
- It is crucial to understand the threats before it happens.
- Check what competitors are doing
Journey Map
It is a visual representation of the customer journey. It identifies the experience. It consists of customer actions, motives, experiences and organizational activities.
- · Focus on customer perspective
- · Ensure the maps reflect all touchpoints
- · Account for customer segment
Brand Positioning
It is used as an internal statement of strategy to guide external implementation
CBS_3_The Creative Brief
To young and active
music event goers, Good Vibes Festival is the most eclectic and diverse music
festival in Malaysia because Good Vibes brings the biggest names across
multiple genres to audiences.
Big Idea
It is overarching
message that underpins all elements of a campaign in order to resonate with the
target audience. It is sometimes known as experience idea because it marks the
transition from strategy to execution.
To manage a Big Idea to look into the socialpolitical, economic, global or social trends will affect the brand in future. It emerges in the process of narrowing the focus.
A brand becomes stronger when we narrow the focus. Focus on
the brand efforts on owning a word in the prospect’s mind
CBS_4_Touch Points
A brand is a desired perception, the perception is created
from the touchpoints that create the brand experience.
Brand touchpoints are the interactions and exposures that a
consumer has on a brand. A touch point can be from a website, retail space or
direct mail. It is essential to look into which touch point to consider.
Three steps to prioritize the touchpoints
Step 1:
- Make a line of brand marketing activities
- Update the customer Journey map
Step 2:
- Prioritize the touchpoints
- Focus on how it impacts the business VS Implementation
- Add the Brand marketing Activities and Touchpoints
- Map into the Customer Experience Journey
Mood board
It is a visual asset that represents a brand visual identity. It should contain photos, colours, typography, quotes, patterns, shapes and it should support the designer to be inspired to look into the style and tone on how the brand communicates
It is a valuable tool for:- Inspiration – bring focus to company attributes, vision
- Affirmation – it will support the brand identity; it translates concepts to tangible visual
- Guidance - Guide the art direction
- Communication – as a guidance for decision making
- Campaign logo – wordmark
- Color Palette – Primary and secondary (color and meaning & Symbolism)
- Typography – Headline, sub- headline, body text
- Visual Style – Illustration/pattern/Graphic Element/ Photography
INSTRUCTION
Task 1A: Case Study
In this case study we are tasked to analyze a rebrand campaign of an
existing brand from our choosing. We have to analyze it from the following
framework. I choose is Old Spice for my case study.
Framework:
1. Identifying its brand strategy
1.1 The
Brand Story
1.2
Objective & Purpose
1.3 Brand
Values
1.4 Vision
& Mission
1.5 Target
Audience
1.6 Brand
Positioning
2. Understanding its brand experience
2.1 Features and activities
3. Reviewing its key visuals and the
applications
3.1 Identity and usage from different
platforms
Draft
Fig 1.2 Final Case Study Presentation
Task 1B: Campaign Proposal
Task 1B is where we are proposing a rebrand of an existing snack brand of our choosing. The proposal is outline by the following framework.
Framework:
- Campaign Description
- Brand Story
- Objective & Purpose
- Brand Values
- Vision & Mission
- Target Audience
- SWOTs
- Brand Positioning
- Customer Journey Map
Initial Idea
At first, I was considering on choosing Haw Flask for my proposal, but I ended up choosing Apollo.
Campaign Description:- Haw Flake is considered a childhood snake to the older generation of Malaysians however from its traditional packing it looks unappealing to modern audience. The rebrand aims to redesign its “old image” with a more innovative packing design.
- Brand it as a topping to deserts.
- The design is meant to resemble a firecracker and use that idea make it more prominent
Draft 2
FEEDBACK
Week 2
Task 1A:
- Very detail,in-depth and accurate analysis
- Good job on expalin why Old Spices has to rebrand
- Sufficient use of pictures
- Present the slides too slow
- Research is thorough
Task 1B:
- Packing idea feels very gimmicky
- Repurpose haw flakes change the brand entirely
- Relook into the haw flakes as topping concept
- The elegant approach doesn’t fit the brand
- In the brand story state in detail why Apollo needs to rebrand
- Reconsider the brand’s purpose as it overlaps with the objective
- Don’t look at brand values as advantages of the brand, rather look at them as a principle of the brand.
- Rework the behavioral segmentation and psychographic segmentation
- Put the urban density under the primary within the Geographical Section
- In the SWOT think of external conditions instead of internal conditions in opportunities and threats
- Well conceptualized brand campaign with some flaws. Consider brand value from the perspective of a principle to be upheld by brand instead of the positive aspects of brand. Still room for improvement in the brand’s vision and mission. Opportunity in SWOT analysis is inaccurate as these are all internal factors rather than external ones. Otherwise, the general idea for the campaign proposal is coherent.
REFLECTION
It was an interesting journey researching about Old Spice. The rebrand concept was interesting. However, looking into rebranding a snack food was challenging. I looked hard to get a suitable snack food to be rebranded. It was challenging to find a motivational reason to rebrand a snack food company.
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