Creative Brand Strategy / Task 1: Case Study & Campaign Proposal

Woo Yau Ka / 0355281

Creative Brand Strategy / Bachelor of Design (HONS) in Creative Media
Task 1: Case Study & Campaign Proposal

LECTURES

Brand Experience

1. Brand

A brand is a unique mark or identity created for a product or service. It covers visuals, emotions and the values ​​they represent. A strong brand quickly reminds consumers of a product and its value through its logos and elements.

2. Brand strategy

How the brand message is delivered through advertising, social media, packaging and other channels.

Strategy is the planning process for how to manage and communicate your brand message:

What: The content of the brand information conveyed, including the brand’s values, commitments, unique selling points, etc.

Where: In which markets or platforms are you reaching target customers, such as online e-commerce, physical retail stores, social platforms, etc.

To whom: Define your brand’s target audience to ensure your message reaches potential customers effectively.

The Branding Process

1. Brand Definition

Brand is not just an external logo or image, it involves how people view, treat and experience the brand, whether they are internal employees or external customers.

2. Today’s Brand

The definition of brand has expanded and is no longer limited to companies or commercial organizations, but also includes universities, charities, countries and even individuals.

3. Social Trends and Technology

Brands need to leverage emerging technologies and social media platforms to address global issues and build deeper connections with their audiences.

4. Basic principles

Despite changes in the external environment and technology, core brand principles remain the same.

5. Brand strategy

Brand strategy is the guideline that sets the direction of your brand, covering understanding your audience and market and how to execute creative across platforms.

6. Activities

Brand Story: Communicating a brand’s history, values ​​and vision through narrative. SWOT analysis, customer journey map, brand positioning

The Creative Brief

1. Creative briefing and its importance in brand strategy

The creative brief is the starting point for brand strategy execution. It outlines the brand’s goals, challenges, opportunities and its message, providing clear direction for the creative team.

The importance of a creative brief is:

Ensure consistency, inspire creativity and provide clear goals.

2. Key elements of a creative brief

Target customers, market definition, brand promise and reasons to believe.

3. Uniqueness test of unique brand positioning

To stand out in the market, a brand needs a unique and persuasive positioning.

4. Frame of Reference: Competitive Analysis

When creating a brand strategy, it is crucial to understand the positioning of competing brands. Examples of X and Y axes for comparing different things such as product quality and price point, region, and music genre.

Touch Points

1. Touchpoints and their role in the customer journey

Touchpoints are the key points that consumers experience at each stage of their interaction with a brand.

2. Different types of touch points

Pre-order touch points:

The awareness and research stage when customers first come into contact with the brand.

For example: advertising, social media, word of mouth and PR.

Purchase touch points:

Interactions during the purchase process.

For example: online and offline stores, e-commerce websites, sales staff interactions.

Post-purchase touchpoints:

Post-purchase customer service and support.

Examples: follow-up emails, customer service calls, loyalty programs, and feedback surveys.

3. Map touch points:

Build touchpoint maps to visualize customer interactions.

4. Integrated Marketing Communications (IMC)

Integrated Marketing Communications (IMC) is a strategy designed to ensure consistent brand messaging across all touchpoints.

INSTRUCTIONS

Task 1A: Case Study

For Task 1A, we were to choose a company rebrand of our choice and study that rebrand. For task 1A, I chose to do a case study on DUNKIN'.

             Research Document of DUNKIN'

             Rebranding Case Study Slides

Task 1B: Campaign Proposal 

For Task 1B, we were to choose a snack of our choice and come up with a campaign proposal about a rebranding for the snack. I chose to do the Mint Popping Candy Bitter Chocolate from Beryls.

Feedback

WEEK 2 01 OCTOBER 2024

FEEDBACK

1.Poor presentation skill.

NEXT PLAN OF ACTION

1.popping candy - 1B

WEEK 3 08 OCTOBER 2024

FEEDBACK

1. Brand story should focus on brand rebranding

2. Value should focus on fun and youth

3. Vision: focus on popping candy chocolate (range)

4. Target audience should be interested in new things

NEXT PLAN OF ACTION

mood board + 4 online/4 offline

Reflection:

Experience: After completing Tasks 1A and 1B, I have a deep understanding of the definition and significance of brand reshaping. From the two tasks, I learned the value orientation that the brand wants to express to the target audience through reshaping.

Observation: In Task 1A, I was interested in DUNKIN’s changes, so I decided to study its brand reshaping process and observe their actions in the reshaping. In Task 1B, I was curious about the chocolate flavor, and before buying it, I thought it was green tea or mint flavor when I observed the packaging, so I came up with the idea of ​​brand reshaping.

Finding: I found that the customer journey map effectively allowed me to better understand the brand experience and gain a deep understanding of consumer preferences, which is effective for formulating brand strategies.

Further Reading

Auteur: Darren Coleman

Emotional connection: Consumers are more likely to choose brands that make them feel a sense of belonging, pride or happiness. This emotional connection makes the brand more likely to be top of mind for consumers.

Brand Loyalty: Emotionally driven brand experiences tend to increase customer loyalty because emotional connections often outlast purely functional product benefits.