Creative Brand Strategy - Project 1
25/04/2025 - 16/05/2025 (Week 1 - Week 4)
RECAP MLE MEETING WITH TBS & SLAS
4. What Makes a Good Brand Experience?
Week 3
Chong Wee Han 0368863
Creative Brand Strategy / Bachelor of Design (Honours) in Creative Media / Taylor's University
Project 1 - Case Study & Campaign Proposal
JUMPLINK
LECTURES
WEEK 1
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| Figure 1.1 |
- Understand the module requirements and review the weekly activities planned up to Week 14.
- TBS discussed the idea of developing a dual water bottle (DYO) designed to hold two different drinks simultaneously.
- They aimed to create a more premium version compared to existing products on the market.
WEEK 2
WEEK 2 Lecture Notes - The Branding Process
1. What is Brand Process?
- The strategic process of shaping a brand’s identity through visual, verbal, and emotional elements.
- Includes creating brand experiences, visual identity, and messaging that align with the audience.
2. What is Brand Experience?
- A brand experience is the emotional, sensory, and cognitive reaction a person has when interacting with a brand.
- It creates long-lasting impressions and influences consumer behavior and brand perception.
3. Why Brand Experience Matters:
- Strong brand experience improves recognition, trust, and emotional connection.
- Helps create shared values between brand and audience.
- Influences purchasing decisions and builds long-term loyalty.
- Direct Marketing: Website design, advertisements, logo, packaging, and communication should reflect brand personality and values.
- Indirect Marketing: Social media presence, employee engagement, and tone of communication.
- Personalization: Custom experiences make consumers feel valued and deepen emotional bonds. A successful brand experience must be cohesive and consistent across all touchpoints.
WEEK 3
WEEK 3 Lecture Notes - SWOT Analysis, Customer Journey Map & Brand Touchpoints
1. SWOT Analysis Overview
- Definition: Strategic tool to evaluate a company’s Strengths, Weaknesses, Opportunities, and Threats.
- Purpose: Helps understand current market position and guides strategic planning.
- Strengths: What your brand does well (e.g., strong reputation, distribution).
- Weaknesses: Areas where your brand lacks (e.g., limited product range).
- Opportunities: Favorable trends or gaps (e.g., emerging markets).
- Threats: Potential harm (e.g., competitor activity, regulations).
- New strategy or product launch
- Entering a new market
- Competitor analysis
- Responding to industry/market changes
- Customer Journey Map: Visualizes customer experience across touchpoints.
- Brand Touchpoints: All interactions through which a customer experiences the brand (e.g., website, ads, customer service).
WEEK 4
WEEK 4 Lecture Notes - Brand Positioning
1. What is Brand Positioning?
- It defines how your brand is perceived in the mind of the consumer relative to competitors.
- Communicates your unique value proposition and brand identity.
- Differentiates your brand in a crowded market.
- Builds emotional connection and customer loyalty.
- Clarifies your brand's personality, benefits, and values.
- Understand customer needs.
- Assess your brand’s capabilities.
- Analyze competitors’ positioning.
- Craft a distinct and credible positioning statement.
- Implement across all brand elements (design, product, service).
- Monitor and Evaluate impact.
- Convenience: Easy access or use (even if premium priced).
- Niche Service: Unique offerings not widely available.
- Problem-Solution: Directly solves a pain point customers face.
- Apple: For creative individuals willing to pay more for innovation.
- Coca-Cola: For people seeking refreshing beverages that inspire happiness.
- Consistency across all channels reinforces positioning.
- Positioning must reflect in brand personality, communication, packaging, and design.
INSTRUCTIONS
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PROJECT 1 - CASE STUDY & CAMPAIGN PROPOSAL
Task 1A - Case Study
WEEK 02
In the second week, Mr. Fauzi briefed us on the MIB and introduced Project 1. We were required to analyse a well-established Rebranding Campaign:
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.
We form a group of two to complete the tasks for this module. I teamed up with Kerly, and together we decided to focus on Coach for our project, recognizing it as a strong example of a well-established and successful rebranding campaign.
WEEK 03
In week 3, we had an exercise on our practical session, which is SWOT Analysis.
S (Strengths)
- Innovative Personalization Concept
- Combines digital AR with hands-on customization, creating a unique brand experience.
- Gen Z Relevance: Aligns with Gen Z's desire for self expression, tech integration and identity-based design.
W (Weaknesses)
- Risk of Tech Reliance: Technical issues or poor user interface could affect campaign credibility.
- High Implementation Costs: Developing AR tools and pop-ups globally may require significant investment.
O (Opportunity)
- Boost User-Generated Content (UGC): Encourages viral sharing and community engagement through custom creations.
- Long-Term Loyalty Building
- Expand Digital Product Lines: Potential to introduce new virtual accessories, collectibles.
T(Threats)
- Changing Tech & Fashion Trends : Gen Z attentions shift quickly, the campaign needs constant updates to stay fresh.
Task 1B - Campaign Proposal
WEEK 04
After completing Task 1A, Kerly and I had a deeper understanding of the brand, and we started brainstorming the campaign proposal for Task 1B. The campaign will be for a snack of our choosing and may be conceptualised as a rebranding exercise to introduce a new concept or as a new product line launch.
1. The suggested proposal outline: Campaign Description, Brand Story, Objective & Purpose, Brand Values, Vision & Mission, Target Audience, Organizers. SWOTs, Brand Positioning.
2. Furthermore, we are to identify the Brand Touch Points by producing a Customer Journey Map.
SUBMISSION - TASK 1A
SUBMISSION - TASK 1B
SUBMISSION - PROJECT 1
FEEEDBACK
Week 1
No feedback given.
Week 2
Investigated a brand known for a successful rebranding effort to understand the strategic approach behind it.
SWOT Analysis is very important for a brand, try to analyzed the strengths, weaknesses, opportunities, and threats (SWOT) of Coach's branding and campaign to form a foundation for our own campaign direction.
REFLECTION
Project 1 has greatly enhanced my knowledge and practical understanding of branding strategies. Throughout the process, I gained insight into how branding works not only in theory but also in real-world applications. Mr. Fauzi’s demonstrations and professional experiences helped bridge the gap between classroom learning and industry practice, offering us a clearer picture of what it means to be a designer in a branding context. I learned how elements such as storytelling, brand identity, and consumer engagement play a crucial role in building a strong, relatable brand.
One of the most valuable tools I discovered during this project was the SWOT analysis. It helped us critically examine our chosen brand, Coach, and better understand how to align its strengths and opportunities while addressing its weaknesses and threats. By applying what we learned to our tasks, such as defining brand values and campaign direction, we were able to develop a more structured and thoughtful branding proposal. This experience has not only improved my branding skills but also prepared me to apply strategic thinking in future design projects.
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