Creative Brand Strategy [ Project 1 : Case Study & Project Proposal ]
23.04.2025 - 16.05.2025 week 1 - week 4
Sheryne Axellia Putri / 0367267 / Bachelor of Design (Honours) in Creative Media
Creative Brand Strategy
Project 1
TABLE OF CONTENTS
1. Instructions
2. Feedback
3. Reflection
LECTURES
Week 1 25.04.2025
The first week of this class, we don't have any lectures because Mr. Shamsul, who is the lecturer for packaging and merchandising, requested that we have a brief meeting at Mr. Fauzi's class. So we noted down from the meeting and formed a group for that module. Mr. Fauzi instructed us to have our meeting as an attendance for his lecture.
Figure 1.1 Week 1 (23/04/2025) Creative brand strategy - DYO briefing.
Week 2 02.05.2025_Branding Process
'What is Branding Process?'
- Brand Experience → Creative Strategy → Campaign Visual Identity
Brand Experience → is the collective responses an individual or group has with a brand. This could include emotions, interactions, sensations, thoughts, or any other kind of reaction. By creating a lasting impression that a company creates with its customer or the general public, and how the brand affects their feelings and behavior.
↪ Creating a good brand experience is essential as it helps companies build positive associations between their brand and audience. Great brand experience boosts brand recognition and brand awareness, and demonstrates the company and customers have shared values and beliefs.
"Brand experience is important because the reputation of your brand is everything."
"What makes a good brand experience?"
1. Direct marketing
Adverts should showcase your core values and create a clear picture of your personality, while the design of everything your brand lends its name from your logo and signage to your social media platforms and customer communications, should elicit positive emotion. And direct form of communication (customer service.)
2. Indirect marketing
Engaged employees boost brand perception by sharing positive experiences, while a strong online presence and customer reviews significantly impact first impressions.
3. Personalization
Personalization enhances customer value and strengthens brand connections.
4. Playing on the senses
The best brand experiences engage our senses, creating strong emotional connections. Consider this when developing advertising and communications, as senses heavily influence positive experiences.
5. Participation
Customers want to feel valued and involved. In-store, this means product interaction and feedback; online, enable suggestions and real-time Q&A.
“How does creative process work?”"\
Figure 1.2 Week 2 (02/05/2025) Creative process.
Week 3 09.05.2025_SWOT Analysis
SWOT Analysis → It provides a clear picture of your current position in the market and helps you identify areas for growth.
Figure 1.3 Week 3 (09/05/2025) SWOT analysis.
- S → "Strengths" Internal factors that give you an advantage over competitors (e.g., brand reputation, strong distribution network).
- W → "Weaknesses" Internal weaknesses that drain your performance (e.g., limited product range, weak online presence).
- O → "Opportunities" External factors that present potential for growth (e.g., emerging markets, changing customer needs).
- T → "Threats" External factors that could negatively impact your business (e.g., new regulations, economic downturn, competitor innovations).
When to use SWOT Analysis in your business?
- Developing a new business strategy: Ensure your strategy leverages strengths and opportunities while addressing weaknesses and threats.
- Launching a new product or service: Evaluate market readiness and potential challenges.
- Entering a new market: Understand the competitive landscape and market dynamics.
- Evaluating your competitive landscape: Identify where you stand relative to competitors.
- Responding to industry changes: Adapt to new regulations, economic shifts, and technological advancements.
Week 4 16.05.2025_Brand Positioning
Brand Positioning → is a strategic process where a company defines and communicates its unique value proposition to its target audience, creating a distinct place in their minds relative to competitors.
Figure 1.4 Week 4 (16/05/2025) Brand Positioning.
Figure 1.5 Week 4 (16/05/2025) Brand Positioning framework.
- Brand positioning is super important because it's what sets your brand apart in a sea of choices.
- It helps your brand stand out by defining its unique personality, benefits, and values. When done right, it creates a strong emotional connection with your target audience, making them more likely to choose your brand and stick with it.
"How to find a powerful brand positioning?"
1. Analyze:
- Understand what your consumers want
- Understand what your company’s and brand capabilities are
- Understand how each competitor is positioning their brand
2. Choose a positioning statement that:
- Will resonate with your consumers
- Can be delivered by your company (capabilities)
- That is different from your competitor
3. Reflect this brand positioning in everything that you do (brand personality, packaging design, product, service, visual identity design, communications, etc).
- Types of brand positioning strategies
a. Convenience
With this type of brand positioning, you’ll demonstrate why your brand is more convenient than competitors. Whether it’s thanks to your product’s availability, design, or ease-of-use, even if your product is at a higher price point, it’s convenience will make it an attractive option for customers depending on simple solutions.
b. Niche service
When customers consider your brand niche, it’s because the product or service your business offers isn’t widely available. Instead of focusing on differentiating yourself from the competition, you can spotlight the fact that you offer something unique, which can’t be found elsewhere.
c. Problem and solution
Does your product solve a problem that many people have? In that case, position your brand as a powerful solution so that audiences think of it whenever that particular problem arises. One way you can do this through marketing is to address customers’ pain points.
- Examples of brand positioning strategies
Apple → believes their customers (their target market) are innovative, imaginative, and creative and willing to pay a premium price for computers and phones. They love to connect with customers and provide value through innovative products like iPad and iPhone.
Coca-Cola → “For individuals looking for high-quality beverages, Coca-Cola offers a wide range of the most refreshing options. Each creates a positive experience for customers when they enjoy a Coca-Cola brand drink.
INSTRUCTIONS
Figure 2.1 Week 1 (23/04/2025) Module information booklet.
Week 1 25.04.2025
1A: Case Study
You are to analyse a well-established Rebranding Campaign of your choosing.
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.
1B: Campaign Proposal
You are to propose a Branding Campaign. The campaign will be for a snack of your choosing and may be conceptualised as a rebranding exercise to introduce a new concept or as a new product line launch. The suggested proposal outline:
- Campaign Description
- Brand Story
- Objective & Purpose
- Brand Values,
- Vision & Mission
- Target Audience
- Organizers.\
- SWOTs
- Brand Positioning
- Brand Touch Points
- Customer Journey Map.
- Task 1A: Case Study
1.1 Progress
For this task, Mr. Fauzi suggested that we form a group (consisting of only 2 people). So, I teamed up with Lizzie and started choosing which case study we wanted to present.
List of ideas:
- MnM's
- MnM's
- Snickers
- Pringles
We selected Snickers as our brand due to their rebranding, transforming from a chocolate treat with nuts into a snack that resolves hunger. Their primary focus is on their tagline, which has shifted public perception of Snickers. The campaign "You're not you when you're hungry" plays a key role in this rebranding effort.
Figure 2.2 Week 2 (02/05/2025) Presentation progress.
Figure 2.3 Week 3 (09/05/2025) SWOT Analysis.
Figure 2.4 Week 3 (09/05/2025) Snicker's SWOT Analysis.
We completed the SWOT Analysis, addressing the weaknesses and threats based on Mr. Fauzi's feedback and consultation. The interesting point is that Snickers is recognized as a snack that resolves hunger rather than simply being a treat you eat when you desire something sweet. This is a positive brand image, as no other chocolate brands have focused their marketing in quite the same way.
According to my research, Snickers is also popular among athletes and gym enthusiasts. However, as someone who is conscious of these trends, many individuals are starting to notice the lack of beneficial ingredients in Snickers, along with their awareness of the sugar content, leading to concerns about Snickers:
"What if the hungry consumers who are informed about the ingredients choose healthier options over a chocolate bar?"
Which leads us to the campaign proposal:
1B: Campaign Proposal
Based on our SWOT analysis, we aim to develop a campaign that shifts viewers' perspectives. Instead of solely focusing on Snickers as a solution for hunger, we want to highlight the ingredients and promote Snickers as a snack that can be enjoyed without guilt. Our goal is to encourage people to view Snickers as more of a light snack.
- We devised two concepts for rebranding campaigns, one being to transform the well-known tagline from a serious tone to a more lighthearted one.
- Create a limited flavors specifically for Malaysia, to add cultural relevance and seasonal excitement to the brand while connecting emotionally with local consumers.
1.2 Final Submission
Figure 2.5 Week 4 (16/05/2025) Task 1A & 1B Project Proposal.
FEEDBACK
Week 3
- General Feedback, When presenting your project within the industry, it's important to effectively pitch your proposal, rather than solely concentrating on the slides. Understand your brand and its positioning, as well as your goals and objectives when selecting this brand for your campaign.
- Specific Feedback, Examine the areas where Snickers may fall short by conducting a thorough SWOT analysis. Delve into the strengths, weaknesses, opportunities, and threats surrounding this iconic candy bar to uncover its hidden challenges and potential.
Week 4
- Specific Feedback, Campaign ideas are good, we can continue to task 2, and think about the design brief.
REFLECTION
Experience
The first task for this module is engaging because I get to hear about Mr. Fauzi's experiences in his work and how his feedback and consultations can help us in the workplace.
Observation
It's essential to understand your brand positioning so that you can modify your brand while maintaining consistency across new campaigns.
Findings
Your brand image can evolve, provided it remains aligned with your brand statement. Your brand perception can transform and shift, as long as it continues to resonate harmoniously with the essence of your brand statement.
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