What am I? And why am I a very big idea?
Transforming Ideas • Original solutions to a simply expressed problem
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)
Ritz-Carlton • A compass • A tastevin • A leather bound Diary
Homework • By next class bring in one artifact that relates to the target or experience of your personal project brand
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
Visit a supermarket • Deliverables: • Name • Essence wheel • Rollercoaster • Positioning Statement • A print ad