Creative Brand Strategy - Task 1
Creative Brand Strategy
Week 1-5
Chan Meiling// 0337771// BDCM
Task 1
LECTURE
Week 1
"Brand strategy defines rules and guidelines on HOW, WHAT, WHERE, WHEN and to WHOM you communicate your brand messages."
In this W1 lecture slides, it explains about why brand strategy is important to stand out and differentiate with competitors. Besides, it also draws a picture of what brand experience is; the slide highlighted that brand experience is a sensory experience which helps in building a strong emotional connection with customers and subsequently higher brand equity.
Week 2
"A brand encapsulates both the tangible and the intangible and can be applied to almost anything."
In this slides, it explains about how branding works these days and how a brand should respond to the changes in social trend to remain in tune with
its audiences. It also touches on some basic brand development process (Formulating a brand strategy, Creative execution, Creative implementation, Communicating the brand).
Besides it also explains about the concept of brand experience; "Emotion is key."
Week 3
"A campaign’s big idea is the overarching message that underpins all elements of a campaign in order to resonate with the target audience.(‘experience idea’)"
"Acknowledge that building a brand in a digital and connected
world is about guiding, influencing, and being, not telling."
"Big idea emerge in the process of narrowing the focus."
"A brand becomes stronger when you narrow the focus. If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind."
Learned a lot from this presentation slide; Back then I used to not understand the purpose of narrowing down the focus so much, I used to thought "the more the better", understanding the Big Idea concept did helped to make things a lot more clearer. It gives a better sense of direction for a brand to carry itself by creating the experience with their audience, creating the emotional connection.
Week 4
"Brand Touchpoints can be defined as the interactions and exposures that a consumer can have with a brand."
"Prioritize your touchpoints based on the potential for impact AND the
degree of ease for implementation. When you populate each touchpoint
opportunity using these criteria*, you can start to determine where to best
focus your time, money, and energy."
In this slide, it explains about the process to prioritize brand activities and touchpoints. Besides, it also gives quite a detailed explanation about how does a mood board works and what it does by breaking it down the visual elements.
INSTRUCTIONS
RESEARCH
Task 1A
At the start of this project, I went on to do some research about cause campaign and look into some examples. This particular campaign #knowyourlemons immediately caught my attention during my research the process. The first reason was because the way they share information about breast cancer is really unique and creative. When I started look into more about them, I realized that this campaign has branded themselves very well through their designs as well. The color palettes and key visuals are very memorable which was why I've decided to choose this campaign for my case study.
Links:
Task 1B
For this module, I've decided to choose fast fashion as my topic. To understand better about it I've visited quite a lot of websites about fast fashion to read about it and here are some of the websites that I've saved in my bookmark folder.
Links:
PROCESS
Task 1A
I then started to extract information about the campaign, understand and summarize the context in a doc before designing my slides.
Task 1A Draft
Task 1B
After deciding the topic I'd like to go for I list down some things that I had in mind just to clear things out before preparing my slides.
Task 1B Draft
FEEDBACK
Task 1A
Week 3
Ms said that it was a good choice to choose the campaign. However, there are actually many more key visuals that I could have used, I should put in more to good have good study to support the understanding of it. The studies were generally good.
Task 1B
Week 2
Ms Lilian went through my proposal idea draft and she pointed that my brand story would be better if it were written in a perspective where others can resonate and relate to. I can also put some examples of other campaign and study how the tone and voice of the campaign be like to have a better idea.
I could use the point of my personal experience as a benchmark to craft my brand story like:
How did I found out about it?
How did yourself about the topic?
At what point did you change/ decided to make a change?
How did my lifestyle change?
How do I feel after changing?
In the organizers section, I can try including existing organizations that have not been doing good enough in communicating their campaign.
Ms Lilian also suggested that I could also narrow down my target audience to the younger generation and this might have a bigger impact in altering the younger generations' perceptions and mindset especially through digital platforms.
We also discussed about the work that I can to produce and Ms suggested that Tik-Tok could also be one of the platforms; she mentioned that my idea to design an app to exchange preloved garment is interesting but I need to dive in deeper and think whether will this idea is sustainable. She suggested that converting unwanted garments into something else and bringing more life to the object might be a better option as well. Vintage, second hand shopping could also be possible options. I have to try coming up with more possible ideas.
Ms also suggested that the campaign name #DressToKILL can be coming off quite strong for the word "kill" and how does the word really have a place in being affected by the fast fashion industry.
Week 3
I told Ms Lilian that I've decided to change my choice from a social media campaign to a physical art exhibition. She agrees that it is a good idea but she questioned me about how am I going to carry out this physical campaign and what is going to happen there. She gave me some suggestions:
- She suggested that it can be an event to collect unwanted clothes to make the art pieces ( this could be what that are involving the people and makes them want to be part of it.
- She also suggested that it can also be an event to exchange clothing
Ms said that I will need to elaborate the negative impacts of fast fashion in my brand story.
She added that people who only wants to look good and like shopping is also one of the important threat to this campaign
I proposed to her the type of artwork that I'd want to create for my campaign which are collage designs. She questioned me why and she also suggested that the unwanted clothes that comes in bundle that are only showing bit and pieces could be the reason of it. I need to know exactly why is executed carried out and what does purpose does it serve.
I was quite confused with the customer journey map and Ms explained it more clearer telling me that the journey is the journey of the customers throughout the campaign, how they are exposed to, what do they gain, how do they feel. I had the wrong idea of wanting my campaign to be seen by people but not really think about the perspective in providing a solution to make a change.
Awareness: Learning about the campaign
Experience: What they are experiencing
Consideration: Whether or not to support this campaign and shift their mindsets. (At this point, what do you need to do to change their mindset/ decision? )
Decision: People decided to support the campaign
Loyalty: People are part of it and wanting to spread the awareness.
SUBMISSION
Task 1A
Task 1A Final Submission
Task 1B
Task 1B Final Submission
REFLECTION
Experience:
Throughout this task, I was quite lost in the beginning because I go through the lecture slides week by week. Some of the useful infos have not been understood before brainstorming; I should have go though all the slides altogether. I feel like to think and map out the entire journey of a brand is definitely a challenge; there are so many things that needs to be considerate.
Observation:
I observed that some brands on social media for example does have good visuals but the unclear brand message they portray, lack of content, tone of voice does affect the overall experience; feels like people could be attracted to it due to its visuals at first but might not even be able to keep their audience interested over time.
Findings:
I find that most brands that are successful, does not only have good visuals, but they are also able to communicate their brand message clearly, forge emotional connection with the audience and influence their audiences' behaviors. I also realized that the execution part heavily depends on the thought process so a well thought process is crucial not only for the visual part, but also the purpose, impact and experience.
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