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What am I?And why am I a very big idea?
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Quiz #1
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Mike Newman
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Transforming Ideas
Original solutions to a simply expressed problem
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Artifacts bring a brief to life
A box
Music
Photos articles
Video
An object
Something that promotes the mood, evokes what you are looking for (what the target is looking for)
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Homework
By next class bring in one artifact that relates to the target or experience of your personal project brand
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Planning Frameworks
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Getting to the essence
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Hilux/Tacoma-Unbreakable USA
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New Zealand “Bugger!”
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South Africa
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In teams of 2: how about
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What kind of ad campaign could we do based on
Attributes alone?
Benefits alone?
Values alone?
Personality alone?
Essence (OWE) alone?
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Brand Temple
Masterbrand Essence
Sub-brand propositions
Retail offers
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British Airways Temple
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Let’s do a brand temple for
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The Rollercoaster
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Next Class-Launch a new shampoo
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Visit a supermarket
Deliverables: Name Essence wheel Rollercoaster Positioning Statement A print ad
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Big Idea of the Day