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What am I? PowerPoint Presentation

What am I?

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What am I?

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  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