Creative Brand Strategy // Task 1

29/03/22 - 19/04/22 (Week 1 - Week 4 )

Caitlyn Aurelia Tjandra (0339381)/BDCM
Creative Brand Strategy
Task 1

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Lecture Notes

Week 1 (29/03/22) 

Lecture 1: Module Briefing 

Today's class we had a lecture on our module. We were given senior examples as a guide and Ms Lilian went through all the projects we will do this semester. Since we were doing a campaign, we had a discussion for a physical class on some ideas for our campaign projects and what kind of topic we could cover. 

Brand Experience is about designing a sensory experience that brings a person into a lasting and meaningful relationship with a brand.

Week 2 (29/03/22) 

This week we submitted our case study and showed Ms Lilian our initial idea of our own campaign. We showed our campaign proposal, in which we were given feedback on how to improve.

Lecture 2: The Branding Process

    1. Branding 

• is not simply creating a logo, strapline and graphic to ‘paste’ onto a company, country or person. 
• A ‘rebrand’ will not instantly change the way an organization or entity is perceived or behaves.
• A brand encompasses the perception of it and its reputation, as well as its tangible ‘look and feel’. It’s impact is quantifiable.
• Brand development:
• Formulating brand strategy
• Creative execution 
• Creative implementation
• Communicating the brand

    2. Campaign 

•  A continuous attempt to communicate message to its audience and usually stays for a longer period
• Cause Campaign 
• Marketing by a for-profit business that seeks to both increase profits and to better society under corporate social responsibility
• These campaigns market a specific idea, cause, or goal, rather than a specific product or service directly. 

    3. Swot Analysis

• A tool to help develop full awareness of all the factors involved in decision making
• Strengths are things that the brand does particularly well, or distinguishes itself from the competitors.
• Weaknesses are the resources, the limitations, the skills, systems, or procedures. Examine how and why the competitors are doing better and what we are lacking.
• Opportunities are chances for something positive to happen. They usually arise from external situations.
• Threats include external challenges that can have a negative affect, such as shifts in market requirement.

4. Customer Journey Map

• A visual representation of the customer journey
• Powerful tool to help us visualise and clarify current or future states of customer experience in all stages of the customer ship
• Important requirements:
• Focus on customer perspectives
• Ensure the maps reflect all touchpoints.
• Account for customer segments.

    5. Brand Positioning 

• An internal statement of strategy to guide external implementation (ie. tagline, creative copy, theme).

Week 3 (29/03/22)

This week we showed Ms Lilian our improved proposal in which has been turned into slides formed. We showed her our more in-depth and stronger presentations regarding our ideas and what we wanted to do for our campaign.

Lecture 3: Creative Brief

    1. Frame of reference

• Brand Positioning Statement 
• Target Customer 
• Market Definition 
• Brand Promise 
• Reason to Believe
• The Onlyness Test 
• OUR (offering) 
• IS THE ONLY (category, frame of reference)
• THAT (benefits)
• Frame of reference defines which other brands a brand competes with and therefore which brands should be the focus of analysis and study.

        2. Big Idea



• Any new campaign will need a hook or theme that you will want people to recall, share and act upon an overarching message that underpins all elements of a campaign in order to resonate with the target audience.
• Big idea emerges in narrowing the focus.

Week 4 (29/03/22)

Since this week is a public holiday therefore, there was no class, only a submission for Task 1B

Lecture 4: Touch Points

    1. Brand Touchpoints

• The interactions and exposures that a consumer can have with a brand.
• Three-step process to prioritize your brand marketing activities and brand touchpoints.
• STEP ONE - Customer Journey Map (list of Brand Marketing activities and Brand Touchpoints for your target audience)
• STEP TWO Prioritize your touchpoints based on the potential for impact AND the degree of ease for implementation.
• STEP THREE - Customer Experience Journey (Add your prioritized Brand Marketing activities and touchpoints and map them along the consumer journey map)

    2. Moodboard

• A succinct collection of visual assets that represents a brand’s visual identity.
• It supports the designer to be inspired, and directs the artistic style, tone & manner through which the brand communicates.
• Valuable tool for:
• Inspiration.
• Affirmation.
• Guidance.
• Communication.
• Developing a set of mood boards comprises:
• Campaign Logo -> Word-mark 
• Color Palette -> Primary & Secondary (color meaning & symbolism) 
• Typography ->  Headline, sub-headline, body text 
• Visual Style ->  Illustration / Pattern / Graphic Element / Photography

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Instruction

Task 1A: Case Study

Topic

Our first task for this project was to do in-depth research on a current campaign in order to better understand how a successful campaign works and what their behind-the-scenes journey is so that we could apply our findings to our next project. The first thing I did was compile a list of campaigns that attract me particularly. These are my 3 campaigns:

• Real Beauty by Dove -> perception of beauty -> woman's self esteem 
  
• AerieReal Campaign -> society unrealistic beauty standard
• #SHOWUS Dove Campaign -> beauty stereotypes , redefining beauty, inclusive vision of beauty 

Research

After choosing my campaign, I did research on google docs regarding the campaign based on MIB

Final Presentation

Then I compiled them into presentations:

Task 1B: Campaign Proposal

Ideas

I compiled a list of campaign ideas before writing my campaign proposal. I came up with three campaign concepts, which I presented to Ms. Lilian in week two:

Chosen Topic

After consulting with Ms. Lilian, I settled on sustainable beauty. Then I did an additional study on the subject, and I ultimately decided on the strategy I wanted to use for my campaign. I organised my research into Google Docs:

Proposal Draft

 I intended to build a campaign that would involve encouraging customers on their purchasing habits on beauty goods. As a result, this is my initial proposal:

Final Campaign Proposal

Following my consultation, I made several changes based on Ms. Lilian's feedback, and here is the final proposal:

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Feedback

Week 1

It was still the first week, therefore we don't have any feedbacks yet.

Week 2

Project 1B

I present Ms. Lilian with 4 ideas that I wanted to do. Here is here feedback:

• Sustainable Beauty
• How would you approach this?
• Would I want to do campaign about transparency of product?
• Would I want to do a campaign regarding consumer consumption?
• Target audience of environmental activist would not be suitable as there are various of different type or environment activist

• Asian Beauty Standard
• Should be “ prevailing beauty standard measured in entertainment industry"

• Extinction of Retail Beauty Stores
• Experience of purchasing online and physical are different
• Would I want to encourage people to buy physical store?

In Conclusion, I choose sustainable beauty as as I consulted with ms Lilian that idea was the strongest out of all of them. Ms Lilian told me to further investigate regarding this and find how do I want to approach this topic for my campaign.

Week 3

Project 1A

Ms Lilian told me that I did a well research that reflects a good understanding as well with a good flow of framework. However, I could improve by maximizing my use of resources such as includes videos.

Project 1B

I showed my Campaign Proposal Presentation. Ms. Lilian said my campaign objectives and positioning is already good. I could improve more on my customer journey and swot analysis.

• SWOT Analysis
• For Threats I need to look into the external factors
• The fact that existing large industries has promote this in the long term is an opportunity
• Customer Journey
• Convert would be what the customer would get when signing up as a pat of the back
• Perhaps includes a post campaign in which shows the result on what customer achieved after this campaign
• Be more detailed on my customer journey

Week 4

Public Holiday

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Reflection

Experience

This was a whole new experience for me. I honestly thought we'd simply be doing design, but running our own campaign was a completely unique experience for me. We were encouraged to think critically and to create campaigns for a cause in order to have a better understanding of what is going on in the world today.

Observation

According to my observations, there are a lot of societal concerns going on throughout the world right now. However, I was particularly interested in the beauty components of it, such as animal testing, green beauty, and so on. I could improve my critical thinking and marketing abilities as a result of this work. I could learn how to correctly create my campaign.

Findings

I struggled at the beginning since I didn't understand the motivation behind this project. The campaign was a new subject for all of us, and we did not know what to do initially. Thankfully, with the help of Ms.Lilian's feedback and counsel, I could make it through.