FUTURE OF ADVERTISING
Fall 20 Thursdays, 1-6 PM
Instructors: Zach Pentel & Boriana Strzok
Class 3: Brand Basics
TODAY WE’LL FOCUS ON:
REVIEW LAST WEEK’S ASSIGNMENT
Post a comment to one of your classmates blog entires
THE DEFINITION OF A BRAND
“A brand is the set of expectations, memories, stories
and relationships that, taken together, account for a
consumer’s decision to choose one product or service
over another. If the consumer (whether it’s a business, a
buyer, a voter or a donor) doesn’t pay a premium, make a
selection or spread the word, then no brand value exists
for that consumer.”
“...Progressive brands are reallocating their marketing
budget based on the evolving rules of engagement with
consumers. The game is changing because people today
seek out and spend money with brands that provide
them with increased value on their terms: product
eﬃcacy, community, utility, shared interests and a
—JP LaFors, Forbes AdVoice
THE 4 CHARACTERISTICS
OF A SUCCESSFUL BRAND
Authenticity is a measure of how genuine
a brand is – in other words it exists for a
Performance is the belief that a product
or service does its job well and arguably
better than the alternative.
Relevance is about playing a clearly
deﬁned and understood role in people’s
Momentum is the sense people have of a
brand’s presence and popularity.
Your brand personality represents a constant set of
attributes that inform tone of voice, look, and feel as the
brand is expressed across all mediums and touch points.
The brand personality can play a
huge role in diﬀerentiating a
business, particularly when a
brand and its competitors oﬀer
similar services, products or
Proctor & Gamble (P&G)
Ah, with P&G, we leave empowerment
behind and enter the world of the warm
and fuzzy. P&G’s personality comes across
as warm, soothing and supportive, from the
slow crescendo of the music, to the careful
choice of words at the end of the ﬁlm, to
the narrator’s nurturing tone of voice.
This ﬁlm pulls on the heart strings, making
all those hours of changing diapers and
washing clothes feel oh-so-worth it. I ﬁnd
myself getting a bit misty when I watch this
ﬁlm, and I don’t even have children.
Sassy, social, a little bit rebellious…
Skinnygirl Cocktails is redeﬁning the
modern cocktail with a fun and
engaging brand personality.
From their playful logo, to their
make-a-statement color palette
(hello, red!), to the highly
conversational tone they use in all
their marketing content (such as
referring to their new line of drinks
as “the new girls”), this brand is
deﬁnitely not your momma’s
“In The Great Gatsby, F. Scott Fitzgerald writes,
“Personality is an unbroken series of successful
gestures.” Similarly, a brand is the result of an unbroken
series of consistent gestures, encompassing both what
it does and how it does it.”
— Derrick Daye, Brand Strategy Insider
BRAND IDENTITY IS:
The outward expression of the brand, including its name and
visual appearance. The brand's identity is its fundamental
means of consumer recognition and symbolizes the brand's
diﬀerentiation from competitors.
“A brand's value is merely the sum total of how much
extra people will pay, or how often they choose, the
expectations, memories, stories and relationships of one
brand over the alternatives.”
POSITIONING POSITIONING: HOW we differentiate from our competition
VALUES VALUES: WHAT we stand for and how we behave
MISSION MISSION: HOW we plan to achieve our vision
VISION: WHAT we aim to achieve
PURPOSE PURPOSE: WHY we exist
BRAND POSITIONING POSITIONING
The distinctive position that a
brand adopts in its competitive
environment to ensure that
individuals in its target market
can tell the brand apart from
others. Positioning involves the
careful manipulation of every
element of the marketing mix.
“Nike's most controversial Olympic ad
campaign, during the Atlanta games in 1996,
stated "You don't win silver, you lose gold."
Polarizing? You bet. Clear positioning? Hell
yes! Nike is unabashedly a culture built around
winning, and if you can’t take the heat you
have no business in that arena. Maybe it wasn’t
the most sensitive thing to say. Perhaps Nike
would like a do-over on that campaign.
– Austine Mcghie, FastCompany
An aspirational purpose for
the brand to exist. MISSION
Coca-Cola’s Brand Mission:
Our Roadmap starts with our mission,
which is enduring. It declares our
purpose as a company and serves as
the standard against which we weigh
our actions and decisions.
• To refresh the world...
• To inspire moments of optimism and
• To create value and make a
This is a single phrase that
sums up why a brand exists
through a singular belief.
Why do you get up in the morning?
Why do you do, what you do?
This is not a replacement for a
brand or a campaign tagline.
BRAND VALUES POSITIONING
As a part of a brand
architecture, values represent MISSION
the core strengths of what you VISION
do that diﬀerentiate you from
your competition. PURPOSE
We place the customer experience at the core of all we do.
We are committed to our people.
We believe in the McDonald’s System.
We operate our business ethically.
We give back to our communities.
We grow our business proﬁtably.
We strive continually to improve.
In the midst of an ever faster
shifting world, a traditional brand
positioning statement is often too
complex to give focus and
empower informed action within PURPOSE
A short, clear purpose gives the
brand meaning and stands as
something the brand can own
and sets it apart from the
Patagonia’s Brand Purpose:
Patagonia exists as a business to inspire and implement
solutions to the environmental crisis.
Patagonia’s Core Values:
Quality: pursuit of ever-greater quality in everything we do
Integrity: relationships built on integrity and respect
Environmentalism: serve as a catalyst for personal and
Not bound by convention: our success and much of the
fun lies in developing innovative ways of doing things.
Writing a Concept Statement
• Pick one of the 3 briefs used in this year’s One Show YoungOnes Client Pitch Competition
• Research the Target Audience
• Come up with with 5 concepts for a campaign
• Present the top 2
THINGS WE’LL FOCUS ON NEXT:
Developing a common vocabulary for talking about new media and
Applying that vocabulary to develop creative work that is relevant
in the modern advertising agency
Developing - and pitching - great ideas
WEEK OF SEPTEMBER 20:
How to write a concept statement
Examples of concepts and how they evolve into advertising
Present a basic creative brief
In groups, develop ﬁve concepts and present the best two
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