Creative Brand Strategy - Task 1A & 1B
24.09.2024 - 15.10.2023 (Week 1 - Week 4)
Tiffany Tan Xuan / 0362472
Creative Brand Strategy / Bachelor of Design in Creative Media
INSTRUCTION
LECTURES
Week 1:
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Creative Brand Strategy Module:
- Focuses on building brands through strong visual strategies to make the brand recognizable.
- Emphasizes creating meaningful brand experiences to form lasting connections with consumers.
- Builds on previous design skills to deepen understanding of how to create sensory brand experiences.
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What is Branding?
- Branding is about defining the value and authenticity of a product, organization, or service.
- It helps businesses stand out from competitors and is important for business strategy.
- With the digital economy, even small businesses can access branding experts to compete better.
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What is Brand Strategy?
- A brand strategy sets the rules for how, what, where, when, and to whom a brand communicates.
- It ensures a consistent message and builds emotional connections with customers.
- A good strategy increases brand credibility, reputation, and market success.
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Why You Need a Brand Strategy:
- Helps in understanding competition and customer expectations.
- Improves marketing strategies, name recognition, and customer trust.
- Leads to better market performance and profits.
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Module Outline and Project Overview:
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Three main projects:
- Task 1: Case Study & Campaign Proposal (Weeks 1-4)
- Task 2: Ideation & Design Direction (Weeks 1-6)
- Task 3: Campaign Branding (Weeks 6-13)
- Students must document their work in an e-Portfolio through blog posts.
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Three main projects:
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Continuous Assessment and Final Assessment:
- 60% of the grade comes from continuous assessment; 40% from the final project.
- Failing the final project means failing the module, no matter the overall score.
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Design Journal and e-Portfolio:
- The journal and e-Portfolio are used to explain design decisions and document the creative process.
- The e-Portfolio must include research, feedback, and reflections.
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e-Portfolio Requirements:
- Should be well-organized, detailed, and visually appealing.
- Include lectures, research, design process, feedback, and reflections.
Week 2:
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Creative Brand Strategy: The Branding Process:
- Branding is more than a logo; it’s about the perception, reputation, and customer experience.
- Successful brands evolve with the market, balancing strategy and creative communication.
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Branding Now:
- Branding now applies to people, cities, and universities, not just companies.
- Brands must be responsive to trends and use new technologies like social media to engage with customers.
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The Brand Experience:
- A brand experience combines physical and emotional elements to connect with customers.
- Brands must show values like social responsibility to build deeper connections.
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Campaigns:
- Campaigns are long-term efforts to communicate and engage audiences around a central idea.
- Example: Nike’s “Just Do It” campaign.
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Event Campaigns:
- Focus on creating memorable experiences to build brand loyalty, like product launches or special events.
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Launch Campaigns:
- Aim to introduce new products or services, attract customers, and increase awareness.
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Personality Campaigns:
- Focus on building a personal brand identity, often through content marketing.
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Social Media Campaigns:
- Build relationships with audiences on different platforms through authenticity and interaction.
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Creative Strategy: The Brand Story:
- A brand’s story simplifies its purpose and connects emotionally with the audience.
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SWOT Analysis:
- Identifies the brand’s strengths, weaknesses, opportunities, and threats to guide decision-making.
- Customer Journey Map:
- Shows all the steps a customer takes when interacting with a brand to ensure the brand meets customer needs.
- Brand Positioning:
- Defines the brand’s unique value and competitive advantage in the market.
TASKS
Once I decided to focus on Burger King, I dove deep into its rebranding journey, and my research became both fascinating and challenging. I started by identifying its brand strategy, focusing on its brand story, objective and purpose, brand values, vision and mission, target audience, and brand positioning.
This was more difficult than I expected, mainly because I had to dissect the brand’s entire identity and figure out how the rebranding fit into its larger strategy.
As I delved into Burger King's rebranding, I uncovered their focus on modernizing their image while honoring their roots. The rebranding emphasized healthier options by removing artificial preservatives, which I hadn’t noticed before. It was challenging to align their rebranding decisions with their core values of fun, transparency, and sustainability, but it helped me appreciate how these elements shape public perception.
Analyzing Burger King's brand experience revealed how they engage customers through promotions, digital platforms, and a focus on customization. I saw how their playful tone extends beyond ads to create a memorable experience for customers, from drive-thru services to their app. This showed me that their brand experience is more than just selling food—it’s about building lasting connections.
The most interesting part was reviewing Burger King's key visuals, like their simplified logo and vibrant packaging. Their consistency across platforms—social media, in-store designs, and digital apps—reinforces their fresh, modern identity.
This section taught me how crucial visual coherence is in branding, though managing so much detail was challenging.
We are to propose a Branding Campaign. The campaign will be for a snack of your choosing and may be conceptualized 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
- SWOTs
- Brand Positioning
After we were introduced to Task 1B, which required us to create a campaign proposal for a snack brand, I quickly started brainstorming product ideas. At first I come out with two ideas but after Ms Lilian given the feedbacks I picked the Oreo Drink Mix as my product. So I started to focus on creating a full branding campaign for this new product line.
The first challenge was finding a unique way to describe the campaign. Oreo is already a very popular brand, so I knew the campaign had to feel fresh but still connect with Oreo fans. I wanted to give the campaign a nostalgic feeling while also bringing something new.
I looked back at Oreo’s old ads and product launches to see how they’ve kept people excited over the years. My goal was to capture that same Oreo excitement but for the drink mix. This taught me how important it is to keep a new product aligned with the brand's identity, without losing the parts people already love.
Writing the objectives and purpose for the campaign was harder than I expected. Introducing a product like Oreo Drink Mix meant setting clear goals for how it should be received. I looked at how other brands launched similar products and realized that balancing convenience with brand loyalty would be important.
I reflected on how consumers would appreciate the convenience of making a drink mix but still want the familiar Oreo taste. The goal wasn’t just about introducing a new product—it was about giving people more ways to enjoy Oreo in their daily lives.
Next, I worked on defining the brand values, vision, and mission for the Oreo Drink Mix. I wanted the product to represent fun, convenience, and nostalgia. Oreo is known for being playful and iconic, and my campaign had to emphasize those qualities.
I enjoyed this part because it let me connect the product to a bigger idea of bringing joy to everyday life with something simple, like a tasty drink. While writing the vision and mission, I learned how much thought goes into making sure a product fits with a brand’s long-term goals, not just short-term success.
Figuring out the target audience was another interesting challenge. I researched different demographics and consumer habits to make sure Oreo Drink Mix would appeal to both loyal fans and new customers.
I found that families, young adults, and even fitness enthusiasts might like this easy-to-make product. I thought about my own habits, like enjoying quick drinks such as Milo, and that helped me realize how this product could be perfect for busy people who want convenience without losing flavor.
The SWOT analysis made me think about the challenges the product might face. While Oreo’s strong brand was a clear strength, I also had to consider weaknesses like competition from other drink mixes. This step helped me understand how external factors, like trends and consumer preferences, could affect the campaign.
Positioning Oreo Drink Mix in the market was probably the most creative part of the process. I wanted to show the drink mix as a fun and easy way to enjoy the famous Oreo taste in beverages. I found that combining nostalgia with a modern touch could attract a wide range of consumers. I looked at how Milo built a whole "drink culture" around their product and wanted to do something similar for Oreo Drink Mix.
Finally, figuring out the brand touchpoints and creating a customer journey map is the most challenging part through all. I imagined how someone might first see an ad for Oreo Drink Mix, compare it to other products online, and eventually buy it either in-store or online.
This step made me realize how important it is to keep messaging consistent both online and in stores. I also had to think about how to make the whole experience engaging, from the moment they discover the product to when they make a purchase.
FEEDBACKS
WEEK 1 24 SEPTEMBER 2024
Explanation of each of the tasks, Task 1A&B must be done by week 4. Task 1A is about a case study by choosing a rebranded brand to study and learn about the rebranding reason behind the brand. For task 1B we need to choose a brand to rebrand it.
WEEK 2 01 OCTOBER 2024
In the Task 1A, Presentation skill can be improved, and the ppt has to be more references or pictures to let the audience know more about the content shown.
For task 1B, Oreo X Super Ring idea sounds weird, prefer the Oreo new launch product (Oreo drink/ Oreo breakfast biscuits). Next week must have done Campaign Description, Brand Story, Objective & Purpose, Brand Values, Vision & Mission, Target Audience. SWOTs, Brand Positioning.
WEEK 3 08 OCTOBER 2024
ABSENT
WEEK 4 15 OCTOBER 2024
ABSENT
REFLECTIONS
Overall, this case study on Burger King’s rebranding was a valuable experience. It helped me understand the complexities involved in branding decisions and the careful planning that goes into every part of a brand’s identity.
The challenges I faced in organizing and analyzing the information improved my research and analytical skills, and it also taught me how important it is to keep all branding elements consistent.
The case study made me see rebranding as a powerful way not only to update a company's image but also to build a stronger and longer-lasting connection with its audience.
The task was challenging and rewarding. I learned how important it is to have a strong brand strategy and how to introduce a new product while keeping Oreo’s core identity. There were moments of frustration, especially when trying to balance creativity with practicality, but those challenges helped me think more deeply about branding.
I also realized how much effort goes into launching even a simple product like a drink mix, and how every decision, from typography to customer experience, shapes the overall consumer journey.
This project gave me a deeper understanding of how much strategy goes into launching a product, and I’m excited to see how my campaign for Oreo Drink Mix will goes.
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