1. JENNIFER EKELEME
BRAND STRATEGIST

2. Jennifer E k el em e “Don’t ever forget that you come from a Nigerian family...” is what my mom
told me the day I left for college.
brand strategist for hire I got in my car to drive to school and thought, ‘I hope she won’t be upset once she finds
out that I really just want to travel the world and meet the love of my life.’ Although I
haven’t met the love of my life--yet; I have had an opportunity to travel to Europe and
South America.
I’ve learned through my travels that I enjoy figuring out how people think and behave.
Every encounter with someone new prompts me to think about their family history,
what makes them laugh or their favorite music. Most psychologists will tell you that a
person’s family life has a significant affect on their world view, how they view intimacy,
and their sense of humor. Although the answers may seem insignificant, the answers
offer great insight into a person’s disposition and what motivates them.
Just in case you wanted more insight into my personality and what motivates me,
here are my answers to the questions I often ask others:
Family history My Nigerian-American background often set me apart from others
1 and made me feel different. But I understood and appreciated early on that
being sensitive and empathetic to others can actually make your life better.
What makes me laugh Dave Chappelle is by far my favorite comedian; not merely
2 for his jokes but for his intellect and gift of storytelling that tickles my heart and
mind.
Music My favorite new artist is Janelle Monae. Her voice is beautifully melodic
3
and her music reminds me of the last part of what my mother told me the day I
left for college...
“...you are passionate, smart and
destined for greatness.”

3. Lenovo
Borders
Food Maestro
Mixstix
Contents
Creative Thinking
Passion Projects

4. creating relevance for a
LENOVO: global brand

5. Lenovo is a company with strong brand recognition on a global scale and is
Brand at the top of consumer consideration-- in China. Our campaign was developed
campaign to answer the challenge of how to launch Lenovo into a competitive market,
North America, and develop a strong brand voice in a cluttered PC
№1 marketplace.

6. LENOVO
BRAND CHALLENGE: METHODOLOGY
Move consideration of the brand from no. 9 to no. 4. Market trend reports
Consumer interviews
US census reports
BRAND RESEARCH
Although Lenovo’s products are superior in performance,
when consumers were asked which brand they would
PRODUCT FOCUS
The ThinkPad is the marquee product of the
consider purchasing next, the top competitors remained Lenovo brand and is the most differentiated.
Dell, HP Apple, Sony, Toshiba, and ACER.
Long battery life | Versatility | Durability
OPPORTUNITY
Position Lenovo as the other ‘smart’ choice
in the space between Apple and Sony.

7. AUDIENCE
The DOERs, is the audience established by
the brand and described as those who
create for the creators.
SHARPEN THE FOCUS
this audience is too broad
needs to be narrowed
In the minds of US consumers
the Lenovo brand doesn’t stand for anything
EXAMINE THE
Current brand equity
CULTURAL CONTEXT Category leader in China and globally
We explored the cultural and social factors that Social Media Following
influence the essence of the Lenovo brand: First and second generation
Americans are the primary
consumers interacting with Lenovo
Young adult experiences
US Immigrant population
36 million and growing } NEW MARKET
OPPORTUNITY
Discovering the cultural and social
dynamics of 1st and 2nd
generation Millenials

8. INSIGHTS
Young Millenials, 18-24
College educated, creatively inclined
Truly embody the DOER mindset
Ambitious, go-getters
Their parents recognize the Lenovo
brand for its durability
THEIR STORY
Contrary to what we assume
about this target:
Stereotype Forced into hard sciences by their
parents
Reality They actually enjoy what they do
NEW AUDIENCE
1st & 2nd Generation Americans Caveat They can and want to do more
Insight They put equal energy into their
work and their passions

9. IMPLICATIONS
...what this means for the brand
}
COMMUNICATION STRATEGY
They are inspired by actions
rather than words PRODUCT Increase their consideration
through demonstration
TACTICAL CONSIDERATIONS
PLATFORM PRODUCT Provide a platform to do great things
They want an They need durable
opportunity tools to handle Demonstrate product durability
to do more their energy
Inspire others to do more

10. THE CONCEPT The world’s toughest internship program brought to you by
the world’s toughest computers.
THE PROGRAM
Interns + TED Mentors + Lenovo
4 days in a remote location with limited resources
Challenged with a task to solve a community problem
HOW WE REACH OUR TARGET
Recruitment on college campuses with the brightest students
Leverage the platform of TedTalk Mentors to increase awareness
Document the events for reusable content as a reality web series
WHY THIS WORKS
Engages the new audience in a fresh, relevant way
Demonstrates Lenovo’s product durability
Gives Lenovo a brand voice that stands
apart from their competitors
Credits: CBM: Jennifer Ekeleme CS: Amit Gurnani AD: Sarah Thomas CW: Sam Ridgeway CT: Tim Hurt

11. brand campaign,
BORDERS: holiday marketing
Awarded Silver at the
Richmond Show 2011

12. With fewer brick and mortar stores than Barnes & Noble by almost half and
Brand trailing in online sales, it was clear that Borders needed to make their stores a
campaign place that people would drive out of their way to visit. Our challenge was to
develop a strategy that would encourage more visits and increase brand
№2 awareness with avid readers.

13. BORDERS
SITUATION:
The advent of the internet, increased competition
from mass retailers, the economic depression and
the digitization of books have contributed to COMPETITIVE SET
declining sales in Borders bookstores. The competition among booksellers is fiercely
competitive, however Borders still has a unique
advantage over the competition that can
leveraged in their favor.
Consumers are purchasing strength weakness
books elsewhere
not conducive
Rising demand of eReaders price for browsing
Books purchased online are most stores,
cheaper only stocks for
popular the masses
selection
Books are readily available in
other venues like supermarkets booksellers for no selection beyond
Few stores than Barnes & Noble less best sellers
convenient, digitized reading
cheap experience
best lifestyle, great experience
niche selection not publicized

14. BORDERS store features
More niche
Borders carries a large selection of books that cater
to the reader with unique interests
Selection tailored to community
Each Borders bookstore has their book selection
tailored to the needs and requests of their
surrounding community
Lower shelves for easier browsing
Borders bookshelves are lower than their
competitors to create a better browsing experience
Kiosks to help you find what you’re
looking for
Each bookstore has a free-standing kiosk to help
readers easily locate the books they need

15. TARGET Knowledge Questers
30-44 year old married women
HHI $75k+
Self-proclaimed intellects;
Wide range of interests INSIGHTS
Like to try new things - They want a reading experience that is
outside of what popular culture is reading
- They want access to more titles that
represent their unique interest
BRAND STRENGTH
Borders caters to the real book reader by
providing a better browsing experience
and a selection tailored to their interests.
STRATEGY
Create an experience of discovery that
allows readers to find the perfect book.

16. PRINT

17. NON
TRADITIONAL
Our print & OOH campaign features a stream-of-conscious
association of books showing that at Borders, there’s always
a new book to discover.
Large metro areas are dense with a highly educated population and generally, people
are just bored waiting for and riding the train. Borders will set up a bookshelf and
inside each book will be an inscription asking commuters to pay the gift of a book
forward. Inside of the books are tracking codes where people can follow the book’s
journey through a city, keeping Borders top of mind.
Credits: CBM - Jennifer Ekeleme, CS - Kelly Mertesdorf, AD - Allyson Otis, CW - Richard Langhorne, CT - Marc Andrew Stephens

18. new product
FOOD MAESTRO: innovation

19. Brand
strategy
Case ASSIGNMENT
Develop a concept for a small kitchen appliance
№1

20. SITUATION
As the recession continues to affect overall spending
habits, consumers are finding more ways to cook at
home instead of eating out.
CULTURAL CONTEXT
As a result of more people cooking at home, viewership of
cooking shows has grown. Of the consumers that are most
engaged with cooking shows, the majority own basic
kitchen utensils but aspire to master the art of cooking
beyond on-the-go meals.

21. climate consumer cult
AUDIENCE
Food Adventurists
Demographic profile
F
18-34 years old adults -1
Millenials
HHI of $50k+ -4
40.5 MM in the US -M
Psychographic profile -H
Wants user friendly kitchen appliances
Purchase is influenced by price, performance, then ease of use.
climate consumer -cult
S
Brand conscious and seek to find consistency with product offerings th
Values
66% enjoy entertaining at home
69% like to try out new food products
82% like to try new food recipes Sunday, October 24, 2010
82% report that it is important to try new things

22. OBSTACLE Food Adventurists don’t think
they are ready or worthy of a quality kitchen
appliance
OPPORTUNITY Develop a small kitchen appliance
that bridges the gap between ‘out of my league’ and
‘simple starter item’.

23. PRODUCT CONCEPT
Food processor + Cooking Coach + Music Player
The SKA that translates the complicated
language of advanced recipes into easy steps.
FUNCTIONALITY The food processor function
guides the user through recipes of their favorite dishes using
wireless technology and Pandora internet radio.
BRAND PROMISE
With our help you won’t just cook--you’ll be a cook.

24. BRAND IDENTITY
Brand Spirit
Our brand identity is fundamental to the way we communicate. It’s the way we present ourselves to customers, shareholders,
suppliers and communities. It distinguishes us effectively from our competitors, visually connects our products and services to Style
our company and provides a recognizable endorsement of quality.
Clean
Our priority above all else is to provide the customer with a product that can deliver a unique experience unlike any of our Modern
competitors. Mastering the art of cooking is about fostering a curiosity for new experiences, enduring the patience of continuous
Timeless
trials and all the rewards that great cooking brings.
Brand Voice Color Codes
Honeysuckle
Attribute What it means It sounds... But doesn’t sound...
PANTONE 18-2120
Color
Peapod
PANTONE 14-6324
Having or showing Practical and Sophisticated
Smart Lofty and esoteric
quick-witted intelligence straightforward
Fun
Beeswax
PANTONE 14 -0941
Easy-going and Insipid, condescending
Fun Cheerful and lighthearted
pleasurable or obnoxious Exotic Lavender
PANTONE 15-3817
C 5 R 204 C 43 R 153
Characterized by deep Warm + Cold
Reflective Gracious and respectful Curt or cheeky M 90 G 51 M 35 G 153 Silver Cloud
thought
PANTONE 15-4502
Y 75 B 51 Y 35 B 153
K 0 K 1
#CC3333 #999999
Typography Imagery
Materials
The imagery treatment for all packaging, store display, print and digital
communications should evoke a clean and modern aesthetic. Other imagery that can Elegant
Coolvetica be used with the brand include large, detailed photographs of vegetables and fruit on a
black or white background.
Durable
Digital
The Coolvetica type is our brand font
for packaging and print. This font is
straightforward, yet whimsical and
should be used only in conjunction
with the FM logo.
Personality
Smart
Helvetica Fun
Reflective
The Helvetica type is our brand font
for all online and customer facing
communications.

25. PACKAGING
Team: Creative Brand Managers; Jeremy Paredes (also provided art direction), Sarah Weeden, Lin Chai, Molly Hobcroft

26. brand identity +
MIXSTIX: new product marketing

27. Brand
strategy Independent Brand Study Mixstix,LLC
Case Audience and product research + strategy and brand development
№2

28. BACKGROUND Mixstix LLC, is a start-up venture
led by an entrepreneur and investor based in Raleigh, North
Carolina. He had an initial product concept, that was in the early
stages of development but needed marketing consultation to
properly launch the product into the alcohol mixer category.
MY ROLE Provide consumer research, brand strategy
development, visual identity, and packaging needed to build a
brand platform.
PRODUCT OVERVIEW Mixstix™, is a
powdered alcohol mixer with no sugar, 10 calories, enriched
with B vitamins (B6 and B12); which are water soluble
components of the vitamin B complex known to aid in
metabolism and known for its energy boosting results. Each
packet contains one serving of a fruit flavor blend without liquid
mixer or flavored alcohol.

29. HOW TO USE THE PRODUCT
FILL YOUR 8-10 oz. POUR IN 1 to 2 SHOTS EMPTY 1 PACKET FILL GLASS WITH
GLASS WITH ICE. OF YOUR FAVORITE ALCOHOL INTO GLASS WATER AND STIR
MIX....STIR...and ENJOY!

30. RESEARCH GOALS Research to find the
most viable consumer for the product was examined
in three parts; the market, consumer and product.
METHODOLOGY
MINTEL, IBIS WORLDWIDE
ONE-ON-ONE INTERVIEWS
ONLINE CONSUMER SURVEY
MRI/SIMMONS DATA
SPIRIT & ALCOHOL TRENDS

31. Market Consumer Product
KEY FINDINGS
As consumer confidence Health concerns Quality of taste remains
declined, shifts in drinking affect consumption a determining factor in
moved from the bars to homes. decisions continuous trial
S I T U AT I O N Consumers are
SITUATION The decline in SITUATION The decline in spirit
increasingly becoming more health
spirit sales amplify the greater sales amplify the greater shift in
conscious and want more control
shift in drinking habits drinking habits
over what they put in their bodies.
FACTS In the same time period, FACTS 38% of adults under age 35 FACTS Over 80% of respondents
from 2007 to 2009, on-premise would drink more if there were during an alcohol focus group,
sales of spirits declined, while off- functional benefits included in their reported a preference for mixing the
premise sales increased by 1.3% alcohol beverages (i.e. vitamins). product with vodka over rum and gin.
INSIGHT INSIGHT INSIGHT
Recession = Reduction of Consumers are wary of the Consumers want flavors they
indulgences consequences of drinking readily recognize; the functional
benefits only add to the experience

32. Vert% Index
I enjoy entertaining people at my home 24% 117
Normally count calories in the food I eat 29% 143
I am currently dieting 15% 156
I like to try out new food products 60% 124
Fattening food makes me feel guilty 48% 136
Good at convincing other to try new things 40% 120
PRIMARY TARGET
WOMEN AGE 21-44 YRS
Vodka drinkers
Health conscious
Target size: 12,547,000
(market potential)
Source: Simmons 2010

33. PRODUCT OPPORTUNITY Provide a new
way for consumers to experience their favorite spirits
without stressing their bodies or their wallets.
BRAND OPPORTUNITY Provide a product that
allows them to enjoy drinking and relieves the adverse
effects of drinking alcohol.
BRAND POSITIONING Mixstix eliminates the
consequences without removing all the fun and flavor.
COMMUNICATION STRATEGY
Enjoying cocktails doesn’t have to come at a price.

34. BRAND IDENTITY
BRAND COLORS
FLAVORS
Green Appletini Green Appletini Blue Razztini
Peach Mango
Margarita
Blue Razztini Peach Mango Cosmopolitan
Strawberry Mint Mojito
Cosmopolitan
Strawberry Mojito Lemondrop
Lemon Drop

35. Clean | Modern | Fruit Inspired | Isolated Imagery

36. PACKAGING

37. WEBSITE

38. CREATIVEthinking
SIXTY article
Posters & Poems

39. The best example of AE currently, can be seen within the social provides another way for brands to positively affect the lives of
media landscape. The platform has not only changed the way we the consumers they serve. “...Leveraging proximity to garner
engage our consumers, but it has also changed our ideas about better and more relevant insight is of course valuable.” Alain
proximity and the ways in which we create feelings of intimacy Sylvain, CEO of Sylvain Labs, agrees that proximity has always
between individuals and companies. guided advertising. “The degree of importance for proximity [for
brands] is sure to increase over time. As technology continues to
Joshua Bletterman of TBWA/Chiat/Day, explains, “...the discon- advance, it can be argued that brands will become so ingrained
nect between expectation and reality has a few causes. First, in my daily life that I will not even know its advertising. It will
back in the day social media was the new evolution of digital/ become more about utility and the experience of catching me in
human communication. It used to be where someone up top, my moment."
who only knew about the web through his or her kids would say
“we need this website.Can you have it up by Monday?” And the Ultimately, understanding the user is at the heart of adaptive
young leader of the web team had to explain the digital produc- experiences--and a crucial distinction - as further explained in the
tion cycle. The same happens now with social media. Because January 2011 article in WIRED magazine about artificial intelli-
of the immediacy of posts and tweets, people expect instan- gence, “...no social network (or brand) can stand alone; consum-
taneous success. But it takes so much more than that; it takes ers provide the details and comments that bring those networks
orchestration, a blueprint and a bunch of other metaphors for a and the brands that live there to life.”
sound, thought thorough, sustaining engagement.”
So how is this shaping the future of our media?
What Joshua explains, is the constant discussion marketers and
their clients have about understanding the landscape and how “There is definitely macro trends driving the 'creation' rather
its changed the rules of engagement. Today it won’t be enough than filling of media. The ubiquity of the internet has provided a
to just understand those rules, but to stay ahead, we must also direct connection to anyone [or brand] - and provides the possi-
redefine them ourselves by becoming less about the telling bility of earning what we previously bought from media compa-
by jennifer ekeleme & jeremy williams consumers about products and more about providing ways to nies: aggregated attention of relevant customers and prospects.
improve their lives. This presents the inherent challenge of media itself - that earning
attention isn't easy.”
Alain asks, “Why are adaptive experiences more important
Our parents always say, “Tell me who your friends are and I ll tell
you who you are.” We can all agree that friends are with you dur-
more about the emotional experiences and subtler understand-
ing of preferences that incite action from consumers.
The future of AE is not so today, than twenty years ago?” What s so special about today?”
ing your highest and lowest points. You may not always be able
to see or hear from your friends, but what matters most, is having According to Faris Yakob, Chief Innovation Officer of MDC
much shaping media and advertis- “Adaptive experiences allow brands to evolve and change in real
time to adapt to it s consumers changing needs every second.
your friends when you need them. Now, imagine if you had a
friend who could help you reach your goals, but chose not to?
Partners, “building adaptive experiences will allow brands to
continuously learn about peoples behavior and perceptions--and
ing, but rather it is a funda- A real time barometer of what users want. You couldn t do it
twenty years ago.”
These friends we are referring to are brands.
change those settings in real time because, of course, people
change in real time.”
mental dimension and evolution of All of our discussion leads to one point.
The concept of adaptive experiences (AE) best describes the In terms of culture - adaptive marketing and experiences is the
modern media and advertising. Brands today not only have the power to influence our percep-
ephemeral nature of consumer needs and has been described as
the new frontier of behavioral targeting. “If we can create experi-
industry answer to consumers need for mass personalization
and customization. The transient and fluctuating needs of grow-
- Earl Cox tions and thoughts, they also have a greater responsibility to pro-
vide the tools that can improve peoples lives for the better. With
ences that become fluid part of people s lives, instead of inter- ing segmented markets has resulted in consumers demand brands becoming so embedded in our daily lives, there is greater
ruptive events, the interactions people have with brands become for more variety and a greater desire to place their mark on the burden on them use the information they work so hard to gain,
more like a real relationship, and less like a sales pitch,” says collective. to help unlock human potential. As marketers, it will be our job
Mark Avnet, professor and head of Creative Technology track at The more consumer-centric a brand becomes, the greater the in the coming years to intimately understand our consumers
the VCU Brandcenter. “In my opinion, AE is closer to the concept of AI (artificial intelli- opportunity a brand has to provide utility and in turn, more po- behaviors and motivation; and use adaptive experiences to not
gence), but is a more ACTIVE rather than passive form of adapta- tential for consumers to shape the experience they want. Again, just educate us of what they want, but ultimately inform us on
According to marketers, the power of successful marketing and tion - interpreting preferences based on behavior”, as explained creating those opportunities for consumers, not only lays the the ways in which we can successfully help people lead more
advertising has less to do with what brands tell consumers, but by Earl Cox, Partner and Head of Planning at The Martin Agency. foundation for increased brand awareness and loyalty but it also rich and fulfilling lives.
Credits: Writers: Jennifer Ekeleme, Jeremy Williams; Art Direction: Hannah Choi

40. WRITER FATHER POET AFRICAN AMBASSADOR AMERICAN LIBERAL
ERUDITE TRAVELER FROM DUO BLACK STAR HUSTLER LEADER
GAMER PUSSYLOVER MUSIC INNOVATOR BLACK GOD-FEARER DANTE
LOVER SPANISH-SPEAKER ACTOR & RAPPER CITY-DWELLER HIP-HOP
SNOB HUSBAND ART BUYER BIBLE READER MASTURBATOR BOOGIEMAN
OBAMA-SUPPORTER EMMY/GRAMMY WINNER JDILLA FAN PLAYER
LYRICAL WRITER FATHER POET AFRICAN AMBASSADOR AMERICAN
ANN COULTER-HATER LIBERAL ERUDITE GAMER PUSSYLOVER MUSIC
INNOVATOR BLACK SPANISH-SPEAKER DANTE BLACK ON BOTH SIDES
ACTOR GOD-FEARER MOS DEF A.K.A. DANTE CITY-DWELLER FOODIE
HIP-HOP SNOB MUSLIM HUSBAND ART BUYER BIBLE READER ANN
COULTER-HATER lover RUMOR STARTER gamer ANIME-FAN man VERBAL
CONDUIT JDILLA FAN LYRICAL SPANISH-SPEAKER HEALER-LEXICON-
CREATOR-STORYtelleR aurora 401 e grace street richmond va 09.11.2009

41. Winter isn’t anything new.
But this one is different--an engaging affair of the mind
the test of fears not yet conquered,
all to be revealed in time.
Apparent and clear like the full moon
The gravity of these adventures takes my breath,
And steals my somber
like the nightmares that end in death.
I want my certainty...no doubt
mapped out straight line to a fulfilled life.
All I want is distant travel, good food
and time to be a wife.
I never fear what I’ve have done
that people may find out,
only fearing when people seek me,
they may see my might succumbed to doubt.
But I’ll continue my journey inward facing out,
hoping the gasoline line becomes lit and leaves a trail.
I’m still young they say; take your time
don’t be afraid to fail.
The world is still here, nothing new...but
I see what I see and I don’t like the view.

42. PASSION PROJECTS
Travel photography
Greeting letters

44. Greeting Letters
Copy:
Happy Birthday!
This day is so wonderful because it is the day the world was blessed with
another beautiful soul. You see your birthday is not just a celebration of
another year in good health and fortune. For me your birthday is a special
time when we get to savor in the memory of time spent loving you through
your bad days and good ones too. Your birthday really isn’t about your
happiness but about the happiness you bring to others every time you smile,
say hello, ring me up, or kiss me goodbye. Today, I celebrate the goodness
that is life and the opportunity and hope of spending more
ays loving you,
d
This day is so wonderful because it is the day the world was blessed with another
caring for your heart and offering in return what you bring to me-- love. So
beautiful soul. You see your birthday is not just a celebration of another year in good
health and fortune. For me your birthday is a special time when we get to savor in here’s to you...because when we celebrate your life we also celebrate mine.
the memory of time spent loving you through your bad days and good ones too. Your
birthday really isn’t about your happiness but about the happiness you bring to Happy Birthday!
others every time you smile, say hello, ring me up, or kiss me goodbye. Today, I
celebrate the goodness that is life and the opportunity and hope of spending more
days loving you, caring for your heart and offering in return what you bring to me--
love. So here’s to you...because when we celebrate your life we also celebrate mine.
Happy Birthday!

45. ekeleme@gmail.com @jekeleme
ekeleme.tumblr.com in/jenniferekeleme