Creative Brand Strategy Task 2

    

Week 1- 5

Rhyanne Cyrene Lowe
0347077
Bachelor of Design (Honours) in Creative Media

Creative Brand Strategy Task 2

LECTURES

Week1: Branding

• Process of quantifying the value and authenticity of an organisation, product or service
• set of characteristics benefits and attributes
• A business strategy
• allows differentiating from competitors

Brand Strategy:

• How where when and to whom do you communicate your brand messages

Week 2: Branding Process

• Formulating a brand strategy
• Creative Execution
• Creative Implementation
• Communicating the brand

Week 3: The Creative Brief

• Brand Positioning Statement

For (target customer), (ambassador) is the (market definition) that delivers (brand promise) because only (ambassador) is (reason to believe).

• Big Idea - Overarching message that underpins all elements of a campaign in order to resonate with the target audience
• rooted in a piercing insight and linked to the campaign's objectives to be impactful
• emerges in the process of narrowing the focus
• Understanding > Clarifying > Positioning > Brand essence> Big Idea

Week 4: 

• TouchPoints: the interactions and exposures that a consumer can have with a brand.
• Moodboard: a succinct collection of visual assets that represents a brand’s visual identity
• Tool for: Inspiration, Affirmation, Guidance,  Communication
• Design direction
• Campaign logo
• Colour Palette
• Typography
• Visual Style

INSTRUCTIONS

Ideation & Design Direction

FEEDBACK

Week 6: Feedback 1: Expand more on touch points and the Post experience of the campaign. How the supporters can benefit from it. Think of the platform of your supporters. Influencers- Social media filters/ stickers?

Week 7: Combine Moodboard 1 & 2. Serious Feel with Hair focus but with vibrant colours so that it catches the target audience's attention.

REFLECTION

Week 6:
Experience: For this module, we had to create our own cause campaign. Choosing a cause to focus on was difficult for me because i wanted to choose one that was new and rarely talked about to bring awareness. 

Observation: I noticed that i take a while to decide on a topic because i usually go back and forth between 2 ideas until i decide

Findings: I found that by researching more on several topics will lead to inspiration to discover another topic which is what happened when i studied more on wigs and self-expression.

Week 7: 

Experience: I researched more on the topic i wanted which was the Southeast Asean hair trade and read a lot on the cause and market.

Observation: I notice that this cause is rarely talked about because it speaks for a marginalised community which is southeast Asian women, which made me want to work on this topic more.

Findings: I found it hard to research the topic as it was not talked about much online.

FURTHER READINGS

https://theaseanpost.com/article/human-hair-trade-exploiting-asean-women

https://www.nbcnews.com/news/world/wigs-extensions-hair-cambodian-women-feeds-american-beauty-market-n1056126

https://theaseanpost.com/article/human-hair-trade-asean

https://www.theguardian.com/world/2013/aug/15/venezuelan-women-hair-thieves-maracaibo