Flexible Programme Creative Collaborative Project Mindcandy_Moshi Monsters ™ Autumn Spring Terms 2013_14
What do the words Brand and Bible have in common?
Branding is storytelling elevated to narrative, often embellished with myth to enhance a products identity. The branding story, conveyed through signs, symbols, and other elements, results in manufactured legacy that appeals to consumers.
Bible is storytelling elevated to narrative and mythically embellished to appeal to adherentsâ€™ faith. Brand and Bible are indeed linked by intention, if not function
In the 21st century, brands now play to people of every generation, social class and culture.
Good branding is about pushing the creative boundaries within the context of the business of the brand. It is about understanding business. It is about creating stories.
Bridging the gap between brand strategy and design is creative magic. Your creative team need to conceptualise and come up with those ideas.
Although it might be tempting to go for the majority adopters who together form up to 70 per cent of the potential consumers, the innovators and early adopters are vital as they are the people who will engage in the most essential type of viral marketing: word of mouth.
Behind all successful brands is careful business management controlling the way the brand expresses itself
Design is the visual articulator of the brandâ€™s expression. Brands often do the same thing and compete in the same field. What makes the difference between one company and the other is how they do it. Design is what translates this into the tangible_the interaction, the function, how it works. Design is how the brand proves itself.
Consumers are wired, educated and irrational. Theyâ€™re into brand authenticity. They believe that companies should give back something to the world in which the operate.
Stop racing after every new fad and focus on making consistent, emotional connections with consumers. If you stand for nothing, you fall for everything.
The process between client and agency is one of collective discovery: innovation happens when business strategy and positioning are teamed with creative insight.
The tone of a brand may change as the brand develops. It may speak differently to different audiences, but the character and values will remain consistent.
People who decide the future talk about ideas. It is the graduate designers who will write the future
You are Commissioned to_
Research_ Conceptualize_ Analyze_ Strategize_ Create_ Innovate_ Develop_ Produce_ Propose_ Launch_
An innovative collaborative brand extension for Moshi Monsters. A new collaborative brand platform for Moshi Monsters in Home/Europe/International markets. This could include collaboration with and existing established brand (not necessarily fashion) and or proposed development of new product lines for the brand.
Proposal to establish a new innovative market/retail penetration for Moshi Monsters in identified Home/ Europe/International markets.
Summer Vacation Research
In branding, a SWOT analysis can be used before a strategy is developed, or to help decide how to support an established brand.
P.E.S.T_ No brand exists in a vacuum, and a PEST analysis helps a company determine the political, economic, social and technological environment the brand will live in.
Strategy cannot be developed in isolation from the creative, and the creative without a strategy will not work in the long term; this poses a different way of working for many clients.
It is essential that you keep abreast of the latest developments in marketing, business and brandingâ€Ś
A quote from Steve Jobsâ€Ś
â€œHere's to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes... the ones who see things differently -they're not fond of rules... You can quote them, disagree with them, glorify or vilify them, but the only thing you can't do is ignore them because they change things... they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who doâ€?. Steve Jobs