1 / 28

What am I?

What am I?. And why am I a very big idea?. Quiz #1. Mike Newman. Transforming Ideas. Original solutions to a simply expressed problem. Out Australian Fosters. Artifacts bring a brief to life. A box Music Photos articles Video An object

ervin
Download Presentation

What am I?

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. What am I? And why am I a very big idea?

  2. Quiz #1

  3. Mike Newman

  4. Transforming Ideas • Original solutions to a simply expressed problem

  5. Out Australian Fosters

  6. 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)

  7. Ritz-Carlton • A compass • A tastevin • A leather bound Diary

  8. Homework • By next class bring in one artifact that relates to the target or experience of your personal project brand

  9. Planning Frameworks

  10. Getting to the essence

  11. Hilux/Tacoma-Unbreakable USA

  12. Unbreakable Australia

  13. New Zealand “Bugger!”

  14. South Africa

  15. Let’s get to the essence for

  16. In teams of 2: how about

  17. What kind of ad campaign could we do based on • Attributes alone? • Benefits alone? • Values alone? • Personality alone? • Essence (OWE) alone?

  18. Brand Temple • Masterbrand Essence • Sub-brand propositions • Retail offers

  19. British Airways Temple

  20. Let’s do a brand temple for

  21. The Rollercoaster

  22. Next Class-Launch a new shampoo

  23. Visit a supermarket • Deliverables: • Name • Essence wheel • Rollercoaster • Positioning Statement • A print ad

  24. Big Idea of the Day

More Related