Creative Brand Strategy - Task 01
24.09.2024 - 15.10.2023 (Week 1 - Week 4)
Lee Jia Rou (0363293)
Creative Brand Strategy / Bachelor of Design in Creative Media /
Task 01: Case Study & Campaign Proposal
✧✧Instruction ✧✧
✧✧Lectures✧✧
Lecture 01: Introduction to the Module
In our first class, Ms. Lilian introduced the fundamentals of the course, emphasizing how we’ll blend creative thinking with a strategic approach to develop effective brand strategies. The course is divided into two main segments:
Conceptualizing a Brand
Executing the Brand Concept
A major focus will be researching and analyzing the target audience to understand their interactions with the brand. We’ll learn how to address brand challenges through justified, well-planned strategies, with the goal of developing practical solutions. There will also be opportunities to present our work, which allows for collaborative learning from each other’s approaches.
Lecture 01: Introduction to the Module
The first lecture summarized essential points on brand strategy and brand experience. The initial slides offered a helpful overview, preparing us for our first assignment on brand strategy.
Lecture 02: The Branding Process
This lecture covered the impact of branding on a company’s reputation, behavior, and customer experience. A key insight was that brands must adapt as markets evolve to remain relevant. The lecture also outlined the stages of brand development:
Formulating a Brand Strategy
Creative Execution
Creative Implementation
Communicating the Brand
Different campaign types were introduced, each serving distinct purposes:
- Brand Campaign: A continuous effort to engage the audience over time.
- Concept Campaign: A compelling idea that encourages action (e.g., Nike's "Just Do It").
- Cause Campaign: Designed to support societal benefit while increasing profit, focusing on a cause rather than a product.
- Event Campaign: Uses real or virtual experiences to educate audiences on products or services (also called experiential marketing).
- Launch Campaign: Aims to build excitement and establish brand reputation for a specific marketing goal.
- Personality Campaign: Elevates an individual’s profile to a broader audience.
- SWOT Analysis: Analyzing Strengths, Weaknesses, Opportunities, and Threats to inform project or strategy decisions.
- Customer Journey Map: Mapping a customer's full experience with a brand, including perspectives, touchpoints, and customer segments.
Lecture 03: The Creative Brief
Explored the Competitive Frame of Reference and the Big Idea, which forms the core message driving all campaign elements to resonate with a wide audience.
Lecture 04: Touch Points
We discussed Touch Points as every interaction a consumer has with the brand. The three-step process outlined includes:
- Listing all brand touchpoints throughout the customer journey.
- Prioritizing touchpoints based on impact and ease of implementation.
- Mapping prioritized touchpoints onto the customer journey for a cohesive brand experience.
✧✧Task 1A_Case Study ✧✧
We will analyze the perfect rebranding campaign of your choice.
1. Determine the brand strategy: brand story, goals and objectives,
brand values, vision and mission, target audience, brand positioning.
2. Understand its brand experience: features and activities. 3. Review
its key visuals and applications: identity and usage across different platforms.
When Ms. Lilian presented us with Task 01(A), I got right to work looking into
companies that had effectively rebranded, paying particular attention to their
brand journeys and stories. However, I didn't give effective rebranding any thought before to taking this program. But because task 1B is ongoing, I wanted to locate any locally produced snack companies that had undergone a transformation. I was eating cookies one day when it struck me that Julie's was a wonderful example. Due to the brief break in middle school, Julie's cookies were my go-to option for filling my appetite. His packaging didn't start to alter much until I was about to graduate, and in the last few years, it started to be advertised abroad.
First, I started by browsing Julie's official website, checking their social media, and searching for articles related to their activities.
Fig 1.1 Research_ Docx
Fig 2.1 Chosen Slides Template
Fig 2.2 Slides work in progress
After locating one, I began entering my data into the slides. After the presentation was complete, I made revisions and added information that I believed would enhance its overall coherence and flow.
✧✧Task 1B_Campaign Proposal✧✧
We are going to propose a branding campaign. The campaign will be specific to your preferred snack and might be considered as a rebranding initiative launching a new product line or a new idea. Event description, brand narrative, aims and objectives, brand values, vision and purpose, target audience, and organisers are all included in the suggested proposal format. SWOT analysis and brand positioning. Making a customer journey map is another way to find brand touchpoints.
To begin with, I think about the kind of branding that not only stimulates original thought but also enables me to use rebranding to show significant change. I wanted to pick a brand that would appeal to a wide range of consumers, had old connections, and had a chance at expansion in the current market. At that moment, I recalled the Nestlé Honey Stars, one of my favourite treats from my early years.
✧✧Reflection✧✧
Experience
For Task 01(A), I found the whole process interesting as it allowed me to explore the activity in depth. It even makes me consider trying again and not eating honey stars anymore. However, Task 01(B) was more mentally demanding than I expected. During the planning process, there were times when I just stared at these files, hoping for inspiration or a more efficient way to organize my event. Although challenging, this exercise was insightful and helped me refocus on what was best for the brand.
Observations
Observation plays a vital role in this task. By analyzing Task 1 rebranding campaign, I was able to directly study an established and successful campaign. This experience taught me the fundamentals needed for a successful event and showed me the steps needed to ensure all components are executed thoughtfully.
Findings
Through my findings, I realized that I could learn a lot from the lecture notes and apply them directly to my projects. Whenever I feel stuck, revisiting my notes is extremely helpful in getting me back on track. Although I'm not usually an avid reader, these notes provide clarity and allow me to approach my work more calmly.
