What am I?And why am I a very big idea?

Quiz #1

Mike Newman

Transforming Ideas Original solutions to a simply expressed problem

Out Australian Fosters

Artifacts bring a brief to life A box

Music

Photos articles

Video

An object

Something that promotes the mood, evokes what you are looking for (what the target is looking for)

Ritz-Carlton A compass

A tastevin

A leather bound Diary

Homework By next class bring in one artifact that relates to the

target or experience of your personal project brand

Planning Frameworks

Getting to the essence

Hilux/Tacoma-Unbreakable USA

Unbreakable Australia

New Zealand “Bugger!”

South Africa

Let’s get to the essence for

In teams of 2: how about

What kind of ad campaign could we do based on

Attributes alone?

Benefits alone?

Values alone?

Personality alone?

Essence (OWE) alone?

Brand Temple Masterbrand Essence

Sub-brand propositions

Retail offers

British Airways Temple

Let’s do a brand temple for

The Rollercoaster

Next Class-Launch a new shampoo

Visit a supermarket Deliverables:

Name Essence wheel Rollercoaster Positioning Statement A print ad

Big Idea of the Day