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
Something that promotes the mood, evokes what you are looking for (what the target is looking for)
Homework
By next class bring in one artifact that relates to the target or experience of your personal project brand
Planning Frameworks
Getting to the essence
Hilux/Tacoma-Unbreakable USA
Unbreakable Australia
New Zealand “Bugger!”
South Africa
Let’s get to the essence for
In teams of 2: how about
What kind of ad campaign could we do based on
Attributes alone?
Benefits alone?
Values alone?
Personality alone?
Essence (OWE) alone?
Brand Temple
Masterbrand Essence
Sub-brand propositions
Retail offers
British Airways Temple
Let’s do a brand temple for
The Rollercoaster
Next Class-Launch a new shampoo
Visit a supermarket
Deliverables: Name Essence wheel Rollercoaster Positioning Statement A print ad
Big Idea of the Day