30/8/2023- 20/9/2023 / Week 1 - Week 4
Trinity Wong Ka Yi / 0348778
Creative Brand Strategy / Bachelor of Design in Creative Media / Taylor's University
Task 1 - Case Study and Campagin Proposal
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LECTURES
LECTURE 1- Introduction
With this module, we will be further understand Brand experience, which is about designing a sensory experience that brings a person into a lasting and meaningful relationship with a brand.
Branding:
- the process of quantifying the value and authenticity of something
- a critical aspect of business strategy
- allows a business to differentiate from its competitors
Brand Strategy:
- defines rules and guidelines on how what where when and to who you communicate your brand messages
LECTURE 2 - The Branding Process
The basic brand development process
- Formulating a brand strategy
- Creative execution
- Creative implementation
- Communicating the brand
Campaign:
A continuous attempt to communicate the message to its audience. A marketing strategy to make announcement and create engagement with target sudience.
Concept:
An abstract or generic idea of something.
Concept campaign:
Ties together all elements of a campaign; a hook or idea to convince your audience to take action. Gives audiences a message to get behind and care about.
Cause:
A person or thing that gives rise to an action, phenomenon or condition.
Cause campaign:
Usually done by for-profit business that wants to increase profits and better society. Markets a specific idea rather than a specific product/service.
Event:
Something important that happens.
Event campaign:
Uses experiences to teach customer about their products/services/business.
Launch:
To initiate as much growth and traction as quickly as possible. Tackles something new/fresh.
Launch campaign:
How a marketing team achieves the goals of a broader marketing program, typically captures new customers, increases revenue and build product awareness.
Personality:
Characteristics and behavior that comprise a person's unique adjustment to life and distinctive character.
Personality campaign:
Takes a person's reputation and career from relative obscurity to high visibility.
Social media:
Websites and apps that allow users to create and share content or network socially.
Creative Strategy
Brand story:
Helps make a brand seem more real and helps people contextualize the brand's existence.
SWOT analysis:
A tool to help develop full awareness of all the factors in decision making.
- Strengths (things the brand does well/distinguishes from competitors/USP)
- Weaknesses (examine how and why competitors are doing better)
- Opportunities (chance for something positive to happen externally)
- Threats (external challenge that have a negative effect)
Customer Journey Map:
A visual representation of the customer's journey with the brand across all touchpoints.
How to map customer's journey effectively:
- Focus on customer perspectives
- Ensure the map reflects all touchpoints
- Account for customer segments
Brand positioning:
The benefits you want target audiences to think of your brand. Used as an internal statement of strategy to guide external implementation.
Statement:
To [target audience], [brand] is the only [frame of reference] that [benefits delivered] because [proof points].
LECTURE 3 - The Creative Brief
Big idea:
The overarching message that underpins all elements of a campaign in order to resonate with the target audience. The big idea emerges in the process of narrowing the focus.
Understanding > Clarifying > Positioning > Brand essence > Big idea
INSTRUCTIONS
TASKS
TASK 1A: Case Study
WEEK 2
For the first task, we were already tasked to do a case study on a city branding campaign and present it as slides next week. We need to include:
1. Identifying its brand strategy:
The Brand Story
Objective & Purpose
Brand Values
Vision & Mission
Target Audience
Brand Positioning
2. Understanding its brand experience:
Features and activities
3. Reviewing its key visuals and applications:
identity and usage from different platforms
First, I started looking around a few websites and YouTube videos discussing top city branding campaigns, which often included New York City, Porto, Melbourne, Paris, and Amsterdam. After seeing a few others, I decided to go with Helsinki's city branding by Werklig. One reason is that I thought other classmates would be doing the top few and I didn't want competition, so I decided to use one that isn't the top 5 but still good. Another reason is that I loved how versatile the overall branding turned out. The graphical elements were also an interesting touch as well as the way they applied it to all their materials. Below are my slides and research:
TASK 1B: Campaign Proposal
WEEK 3
Once we got a gist of how city branding works throughout our case study, we had to pick our own cities to create a branding campaign for. Initially, I was thinking of Sapporo, Hokkaido in Japan. But then I realized that choosing a more familiar place would be easier and less likely to have incorrect information. Hence, my choices were down to local cities: Georgetown, Penang, Ipoh, Perak and Taiping, Perak. I was leaning more towards Georgetown, but Sofia had picked Georgetown first during class and I wasn't sure about the competition, so I decided to go with Taiping (somewhat impulsively).
Initially, I was thinking of going about it from a historical angle, but Ms Lilian pointed out that it may not sound appealing and it made sense, so I ended up switching it towards a more serene, tranquil, relaxing city as per Ms Lilian's suggestion.
FINAL OUTCOME
Task 1A: Helsinki Case Study Slides (PDF)
Task 1B: Taiping Campaign Proposal Slides (PDF)
FEEDBACK
Week 2:
Ms. Lilian said that most of us did not understand the research that was supposed to be in brand experience, which we confused with key visuals and applications. Not enough research was done on the chosen city (Taiping), and the historical angle is not appealing to outsiders. It is better to go for a different approach like how they are known for being a quiet and chill city. Do more research on the zen and tranquility angle since it is a small and quiet town full of nature.
Week 3:
Move the retirement from psycho to behave. For SWOTs, look more at the campaign rather than the city. Move the sustainability into opportunities. Threats can be economic downturns. EXTERNAL Factors. Customer Journey Map: Online advertisement under social media, can add video into awareness. For service, think posters or environmental graphics or QR code maps. What is the brand’s action for loyalty? e.g. Promote AR filter. More room to expand on touchpoints and the opportunity for designs. Overall, the concept is fine and straight to the point. Try to explore more when it comes to design direction.
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