14.3.14
Joanna | Lecture
-Planning & Strategy
Brand Ambition - Market opportunity - Where to market
What exactly are you selling - signature product - Lifestyle - Design Language
Focusing on your target market - who are we talking to and how?
'Pen Portait' - industry term for consumer profile
Distribution, must support your product/ strategy
Evolution of a brand - sales focused - product focused - brand focused
Brand laddering: functional benefits to emotional benefits.
(Maslos higherarchy of needs)
Consumer Purchase Funnel
Brand Awareness - whole perfume project, new brand
Consideration
Conversion
Loyalty
Advocacy - then back to the top
Brand Engagement
It's not enough just to do a TV & Press advert.
If there is no emotional connection to the brand we have to consider the entire consumer journey to achieve long term success. Get an emotional connection with the consumer, emotive. Extras wight he box, make it special for the consumer.
Planning -Brand vision/ mission, positioning, DNA, Issues, tacticts
Communicating/ Briefing - Creative brief, expectations, big idea, expressions
Execution - Execution, Elements, Tone.
Who do you want to sell to?
What are we selling?
Research - category insights, life insights (target audience) social trends,
Writing agency briefs - keep it brief, one objective, one target tightly defined, two main reasons to believe.
Before it's sent - get alignment from all stakeholders
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