Narrative: Talking About the Values of the Brand

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From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories

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IE Business School

From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories

39 notes

There are many different ways to approach clients to assess their needs and develop creative campaigns which fulfill your creative desires. Many agencies have established methodology, terminology and processes, and oftentimes, have spent decades or even years developing these processes. However, whether you are a freelancer, designer, illustrator, photographer or marketing director, or perhaps a small business owner, you will be looking to develop a simple process to create campaigns for yourself or your client. In this course I am offering you a methodology which you can easily put into practice. Then, as your needs change and grow, you might decide that you want to incorporate other techniques as well. I hope this course serves as a launchpad for you to go out and win new creative projects as well as make the ones that you are currently working on even better. And most of all, I hope you have FUN! Because remember, if you're not having fun, it's not worth it!

À partir de la leçon

The Brand Analysis

In week 2 Brian will explain how to conduct a Brand Personality Analysis, which is what you will use to continue building your creative pitch. You will learn how to distinguish the values of a particular brand and how to develop a Brand Positioning Statement.

Intro to the World of Brand Personality Analysis1:21

Which is More Important: Brand or Product?2:56

Brand Analysis2:49

The Positioning Statement: Interview with Maria Haro3:55

How to Write a Brand Positioning Statement1:40

Narrative: Talking About the Values of the Brand10:40

Rencontrer les enseignants

Brian Hallett
Associate Professor
Master in Visual and Digital Media

So, Rick, Danny.

Everything we talked about in our meeting last week, we've gone off,

we've done a bunch of research,

we've looked at Tuk Tuk and we've come up with the brand personality for Tuk Tuk.

We've looked at concepts for the campaign,

if you guys choose us to shoot it, to produce it.

And so, I'm going to take you through now everything that we've come up with, all right?

So, I'm going to take you to the following,

who we are, a little bit about the history,

as you know, we talked about it.

The clients, the strategy, the brand traits,

what's unique and and I'll take you through

the actual production plan for how we propose to do this, okay?

So, first of all I want to just tell you briefly who are we, The Big Fish.

We are in New York,

we're in Madrid, we're in Tokyo.

We are basically a collaborative partnership that spreads across the globe.

So, we've got our main production in Madrid but we've

got our creative director and creative folks in New York.

So, we're all over the place.

So, if Tuk Tuk expands,

we will follow you.

Our objective is to dive deeper,

to find the unique code.

And so, this is basically what it is that we're about today.

And finally, you guys create

Asian comfort food experience and what we do is we create branded experience.

So, this is basically who The Big Fish is.

So, we looked at Tuk Tuk and your slogan El Sabor De Asia Sin Jet Lag,

The taste of Asia without the jet lag.

So, what we did was we looked at all of the different graphics,

we looked at the web page,

all of your different materials,

we looked at your social media, presence, etc.

And one of the things that we found most interesting is that it

feels like you guys don't really have competition,

in the sense that the authenticity that you

provide is something that really nobody else provides.

In other words, there's lots of Asian food but that

authentic Asian food is something that is really.

Yes, and the personal touch as well. I think it's one also. Yes.

Great. Yes. That's right.

And the experience, the staff,

the whole, yes, exactly.

That's great.

So, we looked at who are your clients and basically we're talking about travelers, or,

as you said, adventures,

25 to 50 years old,

people who like to try new things and experiment.

Medium purchasing power, right?

Yes.

And also families as well.

So, this is I think who you're,

seems like who the client basis.

We looked at the social media.

You guys have great reviews,

lots of amazing comments.

Random stuff that I took from the random comments that I found really interesting.

First of all, the take away and delivery is there.

One of the reviewer said good value,

independent restaurant, best value for money.

We also found, Reminded me of Bangkok Street Regular Business Restaurants.

A hidden gem.

Serious flavor which I think is fun.

Your taste buds get a mix of tangy,

spicy, coconuty and sweet ingredients in every bite.

Satisfied my Asian taste.

So, this is what the clients are saying online.

And they're not wrong.

And they're not wrong. No, they're not because I know that because I

know from personal experience that they're not wrong.

And I found this incredible,

a transgressor but well-crafted ambiance.

Transgressor.

And transgressor is an amazing term for you guys,

because you guys are edgy,

a little dangerous, unexpected.

And I think for me that's like one of

the key elements of the brand that we can really, really focus on.

So, if we look at the strategy,

when we look at the brand it's really important to know,

because the brand is something that doesn't change,

but the strategy might change you from year to year.

So, we said, well,

what is the problem we're trying to fix?

The problem is the client's needs to travel across

the world to experience real Asian Street Food.

Right. That was the solution,

the solution is that Tuk Tuk provides

the authentic Asian street food experience at your doorstep.

And, this is to me an interesting and instead of saying,

Without the jet lag,

the thing is that at your doorstep also includes this idea of delivery.

In other words, it's in your neighborhood but it can also come to you.

And so, that's why I kind of picked up on this at your doorstep idea.

So, the Asian street food experience at your doorstep as a strategy proposal.

So, this is how we might move forward.

Just jump in any time if you want to comment on anything.

So, the flavor.

So, I took this idea that you'd have of without

jet lag and the interesting thing is you can say without packing your bags,

without stamping your passport, without, right. So, it can be.

We'll, actually that's what we're doing.

We have a campaign for those. Yes.

For each one of them.

For the same thing, yes.

Exactly.

Picked out to be correct.

The passport.

Yes. We're using that.

Great. So, it can be any, kind of.

Change the money.

Right. Without changing money.

Without the injections.

Without vaccines.

Without, yes. Perfect.

Okay. So, what we did now was we looked at the brand traits and what

this means is that we're essentially looking at Tuk Tuk as if it were a person.

Okay. So, what I'm going to describe to you is if Tuk Tuk were a person,

what person would it be, who would it be.

Right. So, we look at these brand traits and what we came up with is spicy, risk taker.

Because I think that your personal story is really interesting.

And I see you as not only an adventurer, but a risk taker.

Someone who is not afraid to jump in there and take risks.

Now, efficient, and the reason I said efficient is because I

think that your business model seems to be really scalable.

Yes.

And efficient in the sense that you guys are producing your own ingredients,

and so the scalability is really important.

In other words, you could actually open new restaurants but not lose the authenticity.

Because of this efficient business model that you've got.

Authentic, obviously.

And what I call a global culture kid.

In other words, it's this kid who was born in one place and then lived somewhere

else and then went somewhere else and has traveled and so it's someone who's

just got the sort of wealth of global experience, right.

So, if we look at each of these as a trade,

we say, well, spicy.

I thrive on the spice of life.

I like to be challenged.

Surprised, even shocked.

And for me the shocking part is like when I tried some of the hot stuff,

when you say hot, it's shocking.

It's like wow. It just hits your taste buds, right.

I don't like things to be normal.

But a life on the extreme edge.

I like a little bit of danger, right?

Life is spicy. I'll take it hot.

Okay. So, the risk taker is that I like to try new things,

I like to expand my horizons,

seek out the unknown,

I don't like to play it safe,

it's the adrenaline of like jumping into the abyss that makes me feel alive.

And I think your story,

your experiences in Asia,

your singing in a punk rock band,

going to Bombay, and all this stuff that you've done is all about like getting the mix.

Yes.

Right? The efficient, again.

I don't like to waste time,

I like things to be fast but I won't sacrifice quality for speed.

Yes.

Right? I'm precise and I fulfill my promise.

So, I think this is a really important thing for you guys.

Authenticity.

I immerse myself in the authentic flavors of life.

I can smell fake from a mile away.

I go to the source to discover the real essence of things.

I go the farthest points of the globe to discover

the world's hidden secrets from the people who invented the secret.

Right. So, I'm not copying and I'm not adapting.

I'm actually going to the source and I'm getting the secrets.

And then, I do it myself.

Which is exactly what you described.

And then, who is this global culture kid?

I devour culture, whether it's cinema, language,

music, food, I bungee jump into the thick of it.

I like traveling.

I'm not afraid of what's different.

I assimilate it. In fact,

I yearn for it.

It's like I want it all the time and the fact that it's here is really the powerful part.

So, this is kind of what we've looked at in terms of Tuk Tuk's brand personality traits.

Do you have any comments or thoughts?

Yes, it sounds great to me.

Yes, I don't, really.

We've got it?

You got it. You got it.

Awesome. Okay. So, because this is the basis then for everything else that we do.

So, what makes Tuk Tuk unique?

I don't offer a service or a function.

I offer a full experience that cannot,

that can be transported anywhere in the world without

losing the core experiences of what makes that experience unique.

Right. And then what we did was we looked at what is the archetype of Tuk Tuk.

Now, for me this is

a really exciting point because what I came up with is a swashbuckler.

Okay.

And a swashbuckler is a heroic archetype in

European adventure literature that's typified by the use of the sword, etc.

But they became famous in

the film genre and I took this clue from you because you've talked a lot about

sort of cinema as one of the things that was really your inspiration.

Yes.

Hong Kong cinema.

And this idea of the swashbuckler is this European who

goes around the world and is full on adventure, right?

So, what we're going to do now is in this next step we're going to

go through our proposal for the shoot concepts. All right.

Okay.

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