Creative Brand Strategy - Task 01
24.09.2024 - 15.10.2024 (Week 1 - Week 4)
Sorcha Griselda / 0353056
Creative Brand Strategy / Bachelor of Design in Creative Media / Taylor's University
Task 01: Case Study & Campaign Proposal
INSTRUCTION
LECTURES
Week 01: Class Lecture
For our first class, Ms. Lilian gave us a brief introduction to what
we’ll be learning. In this class, we’ll explore how to develop a brand strategy, combining
creativity with a more conceptual approach. The course is split into two
parts:
- Conceptualizing a brand
- Executing that concept
A key part of the course is researching and mapping out the target
audience. We’ll focus on understanding their experience with the brand and
learn how to solve problems for the brand by justifying our strategies.
The aim is to find the best solutions through thoughtful brand
planning. Our work might need to be presented, so we can learn from each other’s
approaches.
Lecture 01: Introduction to the Module
The first lecture was mostly a recap of the key points mentioned in the
notes, but I found the initial slides on Brand Strategy and Brand
Experience really helpful. They gave me a good overview before diving into
the first assignment.
Lecture 02: The Branding Process
In this lecture, it covered how a brand influences a company's behavior,
reputation, and customer experience. A key takeaway was that for a brand
to succeed, it needs to be flexible as the market evolves. It also went
over the stages involved in brand development:
- Formulating a brand strategy
- Creative execution
- Creative implementation
- Communicating the brand.
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| Fig 1.1 Brand Development Stages |
- Campaign: An ongoing effort to share a message with the audience, usually lasting for a significant period.
- Concept Campaign: A catchy idea designed to inspire action (e.g., Nike's "Just Do It" or the Red Ribbon campaign).
- Cause Campaign: Aims to benefit society while boosting profits, often promoting a specific idea or cause rather than a product.
- Event Campaign: Uses real-world or virtual experiences to educate people about a company’s products or services (also called experiential marketing).
- Launch Campaign: Designed to achieve a specific marketing goal by generating interest and building the brand's reputation.
- Personality Campaign: Helps elevate a person’s career from obscurity to prominence.
It also touched on:
- SWOT Analysis: Identifying Strengths, Weaknesses, Opportunities, and Threats to guide decisions on new projects or strategies.
- Customer Journey Map: A tool to track a customer's entire experience with the brand, taking into account their perspectives, touchpoints, and the different customer segments.
Lecture 03: The Creative Brief
- The competitive frame of reference:
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| Fig 1.2 Competitive Frame of Reference |
- Big Idea: Overarching message that underpins all elements of a campaign in order to resonate w/ the large audience.
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| Fig 1.3 Big Idea |
Lecture 04: Touch Points
- Touch points: These are all the ways consumers interact with and experience a brand.
- Three-Step Process:
- Start by listing all the brand’s marketing activities and touch points that occur throughout the customer’s journey with the brand.
- Next, prioritize these touch points based on how much impact they can have and how easy they are to implement.
- Finally, take the prioritized marketing activities and touch points, and map them onto the customer journey to ensure a cohesive experience.
Task 01(A): Case Study
We are to analyse a well-established Rebranding Campaign of your choosing.
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 the applications: identity and usage
from different platforms.
After Ms. Lilian introduced us to Task 01(A), I immediately started
researching brands that had successfully gone through rebranding, paying
special attention to their brand stories and journeys. However, none of them
really caught my attention—until I was eating yogurt at home and remembered
that Chobani had rebranded back in 2017. Chobani has always been one of my
favorite yogurt brands, and I’ve been a loyal customer for a long time,
especially after they updated their packaging.
To kick things off, I began by exploring Chobani's website, checking out
their social media, and searching for articles related to their campaign.
Here’s the document I worked from:
Fig 2.1 Research Compilation | Google Docs
Just a heads-up, the document above is a draft, so the content may change
before the final submission.
Once I gathered most of my data, I started searching for a slide template
that matched the campaign’s theme.
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| Fig 2.2 Chosen Slides Template |
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| Fig 2.3 Process of making slides |
Task 01(B): Campaign Proposal
We are to propose a Branding Campaign. The campaign will be for a snack of
your choosing and may be conceptualised as a rebranding exercise to
introduce a new concept or as a new product line launch. The suggested
proposal outline:
Campaign Description, Brand Story, Objective & Purpose, Brand Values,
Vision & Mission, Target Audience, Organizers. SWOTs, Brand
Positioning. Furthermore, you are to identify the Brand Touch Points by producing a
Customer Journey Map.
To start, I began by considering the type of brand that would not only
inspire a creative campaign but also allow me to showcase a meaningful
transformation through rebranding. I wanted to choose a brand that had a
nostalgic connection, something that resonated with a broad audience and had
room for growth in today’s market. That’s when I remembered one of my
favorite childhood snack which is Arnott’s NyamNyam.
It is a playful and interactive snack that many people remember from
childhood, especially in market like Southeast Asia. However, despite its
fun nature, it has remained relatively the same over the years, while the
snack industry has rapidly evolved to meet new consumer demands for
healthier, more innovative products. This is where I saw a significant
opportunity. NyamNyam had the potential to tap into two key trends: the
growing focus on health-conscious eating and the rise of nostalgic
brands.
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| Fig 2. 4 Arnott's Website |
By choosing NyamNyam, I could explore the challenge of keeping its core playful identity intact while elevating it to align with modern values around nutrition, sustainability, and convenience. It’s a beloved brand with a strong foundation, but there’s an untapped market that craves healthier snacks that are still fun and engaging. It's a well-loved brand with a solid base, but there's a growing demand for healthier snacks that still offer a fun and enjoyable experience.
After I got my feedback from Ms. Lilian, I got a better grasp on what to
improve on my campaign's proposal. Thus, I kept refining my ideas, and to
stay organized and focused, I worked on both my slides and draft document
side by side. This helped me to review my thought process while also making
sure I worked efficiently on my presentation.
Fig 2.5 Research Compilation | Google Docs
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| Fig 2.6 Chosen Slides Template |
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| Fig 2.7 Process of Making Slides |
Final Submission
Task 01(A): Case Study
CBS: Task 1A
by Sorcha Griselda
Task 01(B): Campaign Proposal
CBS: Task 1B
by Sorcha Griselda
FEEDBACK
Week 02 (01/10/2024)
Task 01(A):
- Great presentation, but you get mixed up between the brand experience and key visuals. Your key visual content are discusses more about Chobani’s brand experience. Overall, nice work.
Task 01(B):
- Come up with a more solid ideation next week (solidify the brand’s story and customer journey map).
Week 03 (08/10/2024)
Feedback
- Come up with 4 online and 4 offline touch points (include it on your customer journey map).
- Think and add one more offline promotion, and take a look at the emotion for the service. Overall, all good.
- Well worded and considered campaign proposal. Did not complete required touch points plotted into customer journey map (missing packaging and one more offline touch point). Otherwise, overall proposal is generally cohesive. Do submit a pdf of slide.
- Add some missing components on the brand’s story and target audience.
- Continue with the mood boards and ideas for the brand’s rebranding.
REFLECTION
Experience
I’ve gained a whole new level of respect for designers who work on brand
campaigns. Building a campaign from scratch is far from easy. There are so
many factors to consider, and stepping into the shoes of the audience is
crucial to figuring out if the campaign will be successful or not. It’s not
something that happens overnight as it requires a deep understanding and
thorough research of the brand or topic to create something truly impactful.
Before working on my proposal, I was aware of the issue, but I didn’t
realize just how significant it was. This process has really expanded my
knowledge as I developed my chosen brand's campaign.
Observations
Observing played a crucial role in this task. By studying Chobani's
rebranding campaign, I was able to learn from an already successful
initiative and apply that knowledge to building my own campaign. It gave
me insight into the essential components of a successful campaign and the
steps needed to ensure everything runs smoothly.
Findings
As for my findings, I was able to apply a lot of what I learned from the
lecture notes to my project. Whenever I felt stuck, it was really helpful to
refer back to the notes to get my thoughts back on track. Even though I’m
not the most enthusiastic reader, I found the notes extremely useful as they
helped me think more clearly instead of panicking over forgotten details.
For instance, I spent a lot of time focusing on brand touch points, and
without having studied them beforehand, I would have been completely
lost...
FURTHER READING
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| Fig 3.1 Customer Journey Map |
Creating a customer journey map is a crucial step in understanding the full
experience a consumer has with a brand. It requires not just viewing the
product or service from the company’s perspective but empathizing with the
customer’s thoughts, emotions, and pain points at every stage. From initial
awareness to post-purchase interactions, each touchpoint matters in shaping
perceptions and influencing decisions.
One key takeaway is that customer journey mapping forces brands to move
beyond assumptions and focus on data-driven insights about customer
behavior. This method also highlights gaps in service and opportunities to
enhance user experiences, making it easier to tailor marketing strategies to
real-world needs.
Elements of a Customer Journey Map
- Phases: A phase is the general stage of decision making and purchasing the customer is in. This can be done by following a basic outline:
- Awareness: The customer realizes they have a need, problem or opportunity.
- Research: They research solutions to determine whether to make a purchase and evaluate options.
- Consideration: They decide they’ll make a purchase to address their need, and they narrow down their options.
- Purchase: They choose a solution and buy it.
- Support: The customer uses the product or service, engages with the company and decides whether to purchase again.
- Touch points: Touch points are every interaction the customer has with your brand throughout the buying journey. The touch points of your customer’s journey depend on your approach to marketing, sales, product and customer service. They might include things like:
- Marketing collateral, like posters, stickers, billboards, flyers, commercials or display ads
- Physical properties, including your storefront or office space
- Digital properties, including your website and social media pages
- Interactions with your staff, such as cashiers, customer service reps and sales reps
- Purchase experience, including the price and checkout process
- Any post-purchase follow-up from your company, like an email or phone call
- Ongoing customer support
- Renewal or cancellation of your service
- Customer Thoughts, Actions and Emotions: This is where you plot the precise customer experience at each touchpoint.
- What are they thinking to themselves?
- Which steps do they take?
- How are they feeling?
- Opportunities: Once done with the customer journey, the brand can include room to note opportunities based on the map.
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