Creative Brand Strategy Project 1

- September 01, 2021

24.8.2021 - 6.9.2021/ Week 1 - Week 3
Lee Sean / 0337001
Creative Brand Strategy / Bachelor of Design(Hons) in Creative Media

Project 1

Instruction

Lecture

23-8-2021/ Week 1 MIB, Format

In this week, we were had a small introduction of each other and were briefed with the upcoming projects.

30-8-2021/ Week 2

This week is public holiday

6-9-2021/ Week 3

This week we presented our progress for the campaign proposal to our lecturer. We were also brief on the specific topic Creative Brief.

6-9-2021/ Week 4

We met the facilitators of SLAE as individual groups and also presented our progress to them. We also had a lecture on Touch Points.

Project 1

Project 1A - Case Study

We will be analyzing a well established social media campaign. Which consist of 3 different sections; Identifying its brand strategy, understanding its brand experience and lastly review its key visuals and applications. The campaign I had chosen to analyze is the Be Stupid campaign by Diesel.

Final Pdf Submission

Project 1B - Campaign Proposal

We are to propose a social media campaign for a brand ambassador. The suggested proposal outline: Campaign description, underpinning the The Brand Story, Objective/Purpose, Brand Values, Vision & Mission, Target audience/market, Organizers. SWOTs, Positioning, and also identifying the Brand Touch Points from Customer journey map.

Before starting anything, our team have to first come up with a few questions to ask our influencers. We need to create questions that could help us to understand and discover more on who our influencer is and what are their values and what is unique about them.

We also insisted on having an actual interview instead of just texting in the group because it is very important to observe and listen the way they say things or the expression they presents. Also with this when we get some interesting answers, we can further expand on that by asking follow up questions.

Final Pdf Submission

REFLECTION

Experience

I don't know why for project 1 I just have the feeling to want and go crazy with the work. A lot of times my works are very simple an clean but I want to try something messy and punky this time. So that's why I chose the Be Stupid Campaign, it have a very interesting colors and bold typography with pictures as well. In the end I'm happy the lecturer liked it as well and was very supportive. We also attended the SLAE briefing and interviewed our influencers

Observation

I observed that I was still quite confuse and was not sure on the difference between branding and marketing, also how do they work together. I wasn't that familiar with social media campaign as well so I needed to take some time to do some research. I realized that our influencer was very quiet and the overall atmosphere was too formal. So we have to try to make her feel more comfortable around us and let her know she can trust us as well.

Finding

I was struggling with trying to understand how do we brand a person because I was very used to branding a company or event. I feel like when the followers want to see a person, they just want to see that person. Designs like logo, typography and colors won't really play that big of a role but the followers want that human interaction.

From my understanding, branding is where you create the story of the brand. While for marketing, it's more like you are telling the stories. You can't tell the stories, if you don't even have a story to talk about which is the branding. For branding, it's more of a gut feeling of what people feel about your brand, like the quote that was said by Marty Neumeier "your brand is not what you say it is, it's what they say it is." While for marketing, you are telling your own story yourself. Both of them are just equally important to really get message out to the audience.

Here's an interesting definition of marketing that was also found in the video description;

“Here’s the simplest, most jargon-free, definition of marketing you’re ever likely to come across: If the circus is coming to town and you paint a sign saying “Circus Coming to the Showground Saturday,” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed and the local newspaper writes a story about it, that’s publicity. And if you get the mayor to laugh about it, that’s public relations. If the town’s citizens go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that’s sales. And if you planned the whole thing, that’s marketing.” from Allan Dib's 1 Page Marketing Plan.

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Lee Sean (0337001)