Project 1/ Creative Brand Strategy

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24.08.20 - 07.08.20
week 1 - week 2
Sia Man Sheng
Creative Brand Strategy
Project 1A

Lectures

Briefing24.08.20 | week 1

Mr Mike has briefed us on the module information including coming assignments. Other than that, we have been taught on What a campaign is and What an event is.

Campaign
It uses different expressions or channels to show only one message or theme(that are always memorable). The message to be shared is very compact, could last for months or years. For example, Coca Cola has found out that they are losing connection with youth, then they begin the campaign of personalizing: replace the logo with people names on the packaging and using colloquiums to engage with locals. As a result of that, it is incredibly effective, it last for years and the community will influence others automatically.

Event
An event could be understood as a tool for a campaign. It is non-trackable but creates intangible value such as PR value. Can look at Effie for an effective campaign.

New Keyword
New media | Mass media | Paid media | Earn media | Above the line | Below the line | Integrated Media Campaign(IMC)

Lecture 1: 31.08.20 | week 2

Instruction




Project 1A

Exercise 1: Case Study

24.08.20 | week 1
We were assigned to complete a rough case study on the given topics. I chose Snickers as my case study. The purpose of this exercise is to get a quick warm-up on understanding how to prepare an appropriate case study. It is to prepare out Project 1A, which will be presented in week 3.



07.09.20 | week 3
Below is the final presentation slide, I chose Sama-Sama Riuh as my case study.


Feedback

Week 1

Specific feedback: Good job for a test run. Just 3 misinterpreted points. First, the purpose. The purpose here refers to the brand's specific activity such as the launch of a new product or service. So when you are doing the real project 1A, make sure you are talking about a specific brand activity's purpose and not the brand's purpose to exist.

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The second one is positioning. The positioning here refers to how the brand is perceived by the customers as compared to the competitors. Usually, the positioning is visualized with a chart such as the one below for the iPhone.


The 3rd point is the Brand Experience. This point should cover all the touchpoints that Snickers have used to meet the brand's launch/promotion/campaign's purpose. Make sure when you do the Project 1A, you explain how the brand used all the execution media and activities to create the 'experience' that meets the brand's launch/promotion/campaign's purpose.

Week 3 

Specific feedback:
Find out what makes Riuh in the City special from the others, then al the following parts would make sense. The mission and vision should be for Riuh in the city but not Sama Sama Riuh.

 General feedback:

Reflections

Experiences

I felt that this module is something new again to me as my English is actually not really well, and Mr Mike is using a lot of new vocabulary haha, which is good to me, force me to grow quicker.

Observation

Everyone is so excited to meet at the campus after almost half a year of MCO. I am also glad to see all my coursemate. 

Findings

As learning experience from last semester, which is also first sem having all online classes, my time management is horrible. This sem I started to make some changes, first thing first, be very strict according to the timetable and limit the time spend on social media. 

Further Reading

Week 1: We Compost by Seachange opinion by Richard Baird



This article is a review for the brand We Compost. We compost is a waste management company in Auckland, where they intend to collect wastes from households and turn them into compost which in turn prevents greenhouse gases such as methane to be released in the environment. The design studio Seachange helped with the visual identity and brand positioning for We Compost.



I agree with Richard Braid as he shares how he finds the custom typeface interesting and how the typeface could be used to encourage kids to recognizing individual letterforms. From the neat animations and attractive business card which is biodegradable uses a minimalist approach which certainly can grab people's attention when used on bin liners, on print, across bin liners etc. Overall the visual identity seems very strong as it leaves a lasting impact with elements such as the worm patterns and attractive shades of greens used. This was an interesting piece of article which definitely gave some ideas for my project as well. Below are some pictures of the brand.

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