04.04.2023 - 25.04.2023 (Week 01 - Week 04)Chung Jia Xuan / 0346630
Creative Brand Strategy / Bachelor of Design in Creative Media
Task 1 / Case Study and Campaign Proposal
LECTURES
In our first lecture, Ms Lilian introduces us to what is branding and brand strategy.
Branding is one of the most important aspects of business strategy because it provides a long-term competitive advantage. Branding enables a company to distinguish its products and services from those of its competitors.A brand is defined by a distinct set of characteristics, benefits, and attributes.
Brand strategy defines the rules and guidelines for How, What, Where, When, and To whom you communicate your brand messages. A well-defined and implemented brand strategy results in a consistent brand message, a strong emotional connection with customers, and increased brand equity.
Ms Lilian then briefed us on our tasks and topics we will be learning throughout the module.
Task 1A : Case Study
We are to analyse a well-established Brand Campaign by
(1) Identifying its brand strategy: The Brand Story, Objective & Purpose, Brand Values, Vision & Mission, Target Audience, Brand Positioning
(2) Understanding its brand experience: features and activities
(3) Reviewing its key visuals and the applications: identity and usage from different platforms.
Task 1B : Campaign Proposal
We are to propose a Brand Campaign
Suggested proposal outline: Campaign Description, Brand Story, Objective & Purpose, Brand Values, Vision & Mission, Target Audience, Organizers. SWOTs, Brand Positioning. Furthermore, we are to identify the Brand Touch Points by producing a Customer Journey Map.
RESEARCH / PROCESS
Task 1A
I started task 1 by searching my favourite brands as I felt like it would be more interesting doing the analysis for the brand campaign. During my trip to Japan last semester break, I gained a huge interest seeing the Louis Vuitton shop designed with Yayoi Kusama art work when I was walking on a busy street. The design was really eye-catching. I immediately search for this campaign online and realise there is already a hype about it online. I also noticed some influencer and global celebrities posting Louis Vuitton shop design from all over the world. I was getting more and more attracted to the design so I decided to do my case study on this campaign.
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| Figure 1.0 Louis Vuitton x Yayoi Kusama Pop up in Tokyo |
Figure 1.1 Louis Vuitton shop I saw in the airport
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| Figure 1.2 Post from the global celebrity Liu Yi Fei |
Figure 1.3 Task 1A Draft
Task 1B
Figure 1.4 Task 1B Draft
FINAL SUBMISSION
Task 1A:
Figure 1.5 Task 1A Submission
Task 1B:
Figure 1.6 Task 1B Submission
FEEDBACK
For my task 1, Ms Lilian said the sentences in the slides could be more simplified as it looks compact with too many texts in one slide. Overall, the information provided is sufficient and complete but it could be better by shorten the sentences more.
REFLECTION
Experiences
I enjoyed doing the brand research and had read a lot of interesting news and blogs about the campaign throughout the task. I felt that it takes a lot of planning to create a campaign and every part of it is important in order to create a successful campaign.
Observation
Throughout the tasks, I realised there were actually key differences in doing analysis for a brand and a brand campaign. A brand campaign can be a product launch, a brand interactive activity, collaboration with celebrities and more.
Findings
I found out that a good brand campaign can bring a lot of advantages to the brand such as increasing the brand exposure and gain attention from the public. The collaboration between Louis Vuitton and Yayoi Kusama has truly create a hype all over the world which means that the campaign is a huge success.
Figure 1.7 Designing Brand Identity by Alina Wheeler
The two chapters (Chapter 11 and 12) in this book provide a comprehensive overview of the process of creating and executing a brand campaign from developing a creative brief to sustaining the brand over time.
In chapter 11, the book focused on taking a brand identity and turning it into a cohesive brand experience through messaging, imagery, and tone of voice. The chapter starts by discussing the importance of developing a creative brief, which is a document that outlines the key objectives, target audience, messaging and tone of voice for the brand. The author also introduces the process of designing brand touchpoints, which involves designing advertising campaigns, packaging, and digital experiences such as websites and social media. The author emphasizes the importance of consistency across all touchpoints to ensure that the brand message is clear and memorable.
In chapter 12, the author focused on the process of launching a brand campaign and sustaining the brand over time. The chapter starts by discussing the importance of creating a launch plan, which outlines the key tactics and milestones for launching the brand campaign. The author emphasizes the need for a cohesive and integrated approach to launch, which includes advertising, public relations, and events.
The chapter then covers the execution of a launch event, which can be a key moment for generating buzz and excitement around the brand. The author provides tips and best practices for executing a successful launch event, including the use of social media and influencers.
Chapter 12 covers the ongoing process of sustaining the brand over time including measuring success through metrics such as brand awareness and customer engagement, as well as developing a brand style guide to ensure consistency across all touchpoints. The author also emphasizes the need for continuous refinement and adaptation of the brand over time to stay relevant and resonate with the target audience.
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