Creative Brand Strategy / Task 1: Case Study & Campaign Proposal
22.4.2024 - 13.5.2023 (Week 1 - Week 4)
Sheryl Pang Pui San / 0349746
Creative Brand Strategy / Bachelor of Design (HONS) in Creative Media
Task 1: Case Study & Campaign Proposal
LECTURES
Week 1 / Introduction to Module
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Module introduction
- With this module, we learn how to build
brands with in-depth visual strategies, learning how to justify problems and
develop solution for brand by studying the relationship between the brand and
its various target audiences with the further understanding of brand
experience.
- To design a sensory experience that brings a person into a
lasting and meaningful relationship with a brand.
Brand Experience
Branding: Creating a unique identity for a product or service.
Brand strategy: Defines rules and guidelines on how, what, where, when, and to whom you communicate your brand messages.
Leads to consistent brand messages, strong emotional connections with customers, and higher brand equity.
Why We Need a Brand Strategy
- Provides clarity about the competitive landscape, market position, and customer expectations.
- Develops effective marketing strategies and fine-tunes marketing messages.
- Enhances market performance and profitability by:
- Improving name recognition
- Building credibility and trust
- Increasing advertising effectiveness
- Inspiring employees
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Brand Definition:- Involves how people perceive, behave towards, and experience a brand, both inside (employees) and outside (customers).
- Successful brands are adaptable, evolving with market changes and audience needs, not just focusing on aesthetics.
Branding Today:
- Goes beyond companies to include universities, charities, countries, and even individuals.
- Driven by global consumption and technology, brands engage audiences through dialogue and co-creation.
Social Trends and Technology:
- Utilizes new technologies and social media platforms to respond to global issues and build deeper connections with audiences.
Fundamental Principles:
Despite changes, core branding principles remain constant.
Brand Strategy:
Sets the brand's direction, understands the audience and market, and executes creatively across platforms.
Campaigns:
Continuous efforts to communicate a message to the audience, typically lasting longer and involving brand storytelling, SWOT analysis, customer journey mapping, and brand positioning.
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Understanding creative briefs and their importance in brand strategy.
Key elements of a creative brief: target customer, market definition, brand promise, and reason to believe.
The Onlyness Test to define unique brand positioning: OUR (offering) IS THE ONLY (category, frame of reference) THAT (benefits)
Frame of Reference:
Competitive frame of reference to understand which brands to analyze.
X and Y axis examples for comparing different things like product quality and price point, and region and music genre.
Big Idea:
Definition: Overarching message that resonates with the target audience.
Must be rooted in insight and linked to campaign objectives.
Should be integrated across all media platforms.
Steps in developing a big idea: vision, values, mission, value proposition, culture, target market, competitive advantage, etc.
Perceptual mapping to develop positioning strategy.
Importance of narrowing focus to create a strong brand.
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Understanding what touchpoints are and their role in the customer journey.
Different types of touchpoints: pre-purchase, purchase, and post-purchase.
Pre-Purchase Touchpoints:
Awareness and research stages where customers first encounter the brand.
Examples: Advertising, social media, word of mouth, and PR.
Purchase Touchpoints:
Interaction during the buying process.
Examples: Online and offline stores, e-commerce websites, sales staff interactions.
Post-Purchase Touchpoints:
Customer service and support after the purchase.
Examples: Follow-up emails, customer service calls, loyalty programs, and feedback surveys.
Mapping Touchpoints:
Creating a touchpoint map to visualize customer interactions.
Identifying gaps and opportunities to enhance customer experience.
Integrated Marketing Communication (IMC):
Ensuring consistency across all touchpoints.
Coordinating various marketing channels to deliver a unified message.
The role of IMC in building brand equity and customer loyalty.
INSTRUCTIONS
Task 1A: Case Study
For task 1A, we were to choose a rebranding of a company by our own choice and study the rebranding. For task 1A, I choose to do the case study of Wise.
Research Document of Wise Rebranding Case Study
Task 1B: Campaign Proposal
Research Doucment for Task 1B: Campaign Proposal of Melaleuca Counteract Honey Drops
Task 1B: Campaign Proposal Presentation Slides
Feedback
Task 1A
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Do not just look at main source, can find other sources like
articles, ambassador interviews, etc...
Unexpected choice of company but research done well. Media ultized to full potential, can put link inside, submit slides instead of pdf. Accurate n good understand of brand strategy, well considered.
Task 1B
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Presentation
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Accurate fact, short but concise to the
point, framework well considerate. However, visuals can be improved to bump up the ideas, references need
to be included, different customer journey map design putting space for each stage, nice idea.
Reflections
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Completing both of Task 1A&1B was a journey that involved delving into Wise's successful rebranding and looking into snacks and deciding Melaleuca Counteract honey drops for the campaign proposal for rebranding it. Researching and organizing information, especially from online sources and the respective company websites can be a bit overwhelming with lots of information that could be found but with analyzing each of the information I get to learn more about each design terms about branding.
Observation
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The choice of Wise for Task 1A was sparked by a green envelope that I received in the beginning of the task which my brother asked if its from Wise just from looking at the green envelope. Which I think this demonstrated the power of visual associations in molding the brand perception. This discovery lead me to dive deeper into Wise's rebranding story with Task 1A: case study. From the case study research, I get to know more about the brand thoughtful planning and execution of design and application of its style that builds its brand.
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I learned about creating a customer journey map and understanding brand experiences and touch points.
These tools help in identifying consumer interactions, pain points, and preferences, which are crucial for designing effective branding strategies and campaigns.
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