Creative Brand Strategy - Task 1 A & B

04/04/2023 - //2023 | Week 01 - Week 
Creative Brand Strategy / Task 1 A & B

Loh Shu Huan / 0349621
Bachelor of Design in Creative Media

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LECTURES

Week1: Introduction to Module

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

Branding is the process of quantifying the value and authenticity of an organization, product, or service. A specific brand is defined by a distinct set of characteristics, advantages, and attributes. It it one of the most important components of corporate strategy which offers a long-lasting competitive edge.

Brand strategy defines rules and guidelines on HOW, WHAT, WHERE, WHEN and to  WHOM you communicate the brand messages.

Week2: The Branding Process

The basic brand development process:

1. Formulating a brand strategy

To determine the direction for the brand. Detail the areas such as understanding the brand audience and market and integrate with the vision of the brand.

2. Creative Execution

Develop a look and feel for the brand, as well as the brand language, logo, and name, will benefit from the strategy.

3. Creative Implementation

The brand execution will take on various forms and visible through various platforms. Design is needed for full brand implementation from concept to development to create brand presence.

4. Communicating the Brand

Cover both the employee and external communications execution for the brand.

Brand Experience

The concept of brand experience has emerged to engage people with the brand through various touchpoints. Brands need to demonstrate their ability to deliver in addition to emphasising their values, and areas such as brand response to environmental and social causes or great design can help differentiate a brand. Successful brands understand that emotion is key, and emotional connections are created through the behaviour of the brand, its style, and the way it speaks to us, as well as the quality and nature of the product or service.

What is a Campaign

It's a marketing strategy that involves a continuous effort to communicate a message to a target audience over an extended period. It is a unified approach to create engagement and make announcements to the audience.

Types of Campaign

• Concept Campaign - It's a hook or idea that convinces your audience that now is the time to take action. Concepts give your audiences something to care about and a message to get behind.

• Cause Campaign - The content explains cause marketing as a strategy used by for-profit businesses to increase profits and benefit society in accordance with corporate social responsibility. Cause marketing campaigns promote a specific idea, cause or goal, rather than a specific product or service.

• Event Campaign - Event campaigns is also known as experiential marketing. It is all about using experiences — whether virtual or in-person — to teach potential and existing customers about your products, services, or business.

• Launch Campaign - To achieves the goals of a broader marketing program. It is used to complete a specific marketing goal such as capturing new customers, increase revenue, build product awareness, increase interest in existing products, build brand’s reputation, or capturing customer feedback.

• Personality Campaign - is a plan to take a persons’ reputation and career from relative obscurity to high visibility.

• Social Media Campaign - A campaign on websites and applications that enable users to create and share content or to participate in social networking.

Customer Journey Map

It consists of customer actions, motives and experiences but also of organisational activities and roles that are responsible for these activities.

Requirement to map customer journeys

• Focus on customer perspective
• Ensure the maps reflect all touchpoints
• Account for customer segments

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INSTRUCTIONS

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PROGRESSIONS

Week 01

During our first class of this semester, Ms.Lilian give us a briefing on our module information and what should we do in the following tasks. We were warned by Ms.Lilian that this module will be more contextual, it consists more to think and understanding.

Task 1A

For this task, we were required to choose a well-established brand campaign and then research and analyse it. We should analyse it based on the following requirements:

Identifying its brand strategy:

• The Brand Story
• Objective & Purpose
• Brand Values
• Vision & Mission
• Target Audience / Market
• Positioning (USP)

Brand experience:

• Features and Activities 

Key visuals and the applications:

• Website, Social Media, Environment (stage), Merchandise (ticket)

Fig 1.1 Heineken Refresh - Illustration

Fig 1.2 Heineken Refresh - Information Poster

Fig 1.3 Heineken Refresh campaign photo in Genting

Fig 1.4 Task 1A: Case Study - Heineken Refresh 2022

Task 1B

For this task, we will need to propose a Brand Campaign. The campaign will be for a well established brand that we are choosing and we may take the form of a concept, cause, event, launch, personality etc.

We were suggest to follow the proposal outline:

• Campaign Description
• Brand Story
• Objective & Purpose
• Brand Values
• Vision & Mission
• Target Audience
• Organizers
• SWOTs
• Brand Positioning

Besides, we are to identify the Brand Touch Points by producing a Customer Journey Map.

Before I start working on Task 1B, I did some research about the brand strategy of Zara to learn more about their brand purpose, vision and mission, target audience and etc.

Fig 1.5 Research of Task 1B

Fig 1.6 Research of Task 1B

Week 02

Hence I came out with some rough ideas of the campaign:

- Zara Perfume Express Booth!

- Get discount for any perfume form Zara by posting a picture or video of the campaign booth

- Recycling perfume glass bottle to get a free fabric pouch

- Vote for your favourite note (citrus, floral, fresh spicy, powdery, aromatic, etc) to stand a chance to get a full-sized perfume.

Purpose/Objective

To expose the perfume of Zara and raise the awareness of one of their core value - sustainability.

I brainstormed all the things in Mira before I making it into a slide. It gives me a clearly way to think and figure it out in terms of the logic.

Fig 2.1 Framework of Task 1B

Fig 2.2 Customer Experience Flowchart

Fig 2.3 Customer Journey Map - Draft 1

Week 03
After the consultation with Ms.LiLian I did some amendments and compile all the information into a slide.

Zara New Me by Valeria Loh

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FEEDBACKS

Week 01

Before the class end, I showed my idea of Task 1A and Task 1B to Ms.Lilian to get some feedback.

Task 1A

- the way to get the ticket is also part of the touch point and I should include them

- this event has a series of illustration and the texture, take a look of how they've been applied

- the way they promote the ticket is also one kind of brand experience

Task 1B

- the chosen brand and product is ok to work with, but before making the decision I need to do more research

Week 02

After the presentation of Task 1A, I showed my idea of Task 1B to Ms.Lilian to get some feedback.

- The core of the campaign an be expose Zara perfume but the aesthetic root will be the eco friendly concept. If I want to combined two ideas (perfume exposure and the eco friendly vision) into one campaign, it will be too complicated.

Week 03

Task 1A: Basically my case study is well-done. I showed the understanding of the framework was given. The example that I gave was very solid. Generally good understanding of the campaign name, and how it ties to the main brand and I even studied the name as well. Well considered in terms of timeframe, and how it interacts with the target audience, that will give a better understanding while I’m doing my Customer Journey Map.

For the improvement that I can make, suggest to dive deeper into graphic opportunity. (Talk about the graphic elements in more detailed like the colour palette and shapes. ) We need to learn the graphic design in any form that’ve been used.

Task 1B: Brand story and campaign description is very clear that I’m introducing Zara perfume not only their scent is good but also the price is affordable.

Brand positioning need to be more detailed, it’s a little bit too short. Suggest to think about what I offered, who I offer to, and what makes me different. 

It’s good that I did the audience based on the different segmentations.

Mission- and providing them into a achievable price.

Brand Value- Give additional note to it, to make it more obvious and relevant.

Confidence, this campaign is to tell you that our perfume is as good as all the perfume out there. The quality is our proof.

Care, care about the quality, we give more than the price. 

Love, passion in making various scent.

Purpose of this campaign. (What is this for)

Objective is what you plan to achieve. (What is the goal)

If I want to keep the idea of “environmental sustainability” I may need to inject more in other frameworks. Or I can take this idea off.

The organiser will be the main brand, because this is a sale promotion.

Because the organiser is actually an opportunity to use the logo and the organiser will support the campaign as well.

The SWOT must be based on the campaign, not Zara itself.

Strength - and Zara is a well-established and well-known brand.

Opportunity - and this customization perfume of not expensive brand are widely accepted nowadays. Not everybody buy perfume from luxury brand. 

Threat - Global economy is not stable as before, people may not want to spend money on perfume.

It is good to have a flow chart before I did the Customer Journey Map, as I need to figure out the logistic of how this campaign will roll out. (What do they do at each point)

The most important thing in the map is the touchpoint in relevant to their activities.

Maybe I will need to design the email template, promotional video, website

What can I design to give them the experience of the brand itself.