Creative Brand Strategy | Project 1 : Case Study & Campaign
Project 1: Case Study & Campaign
Week 1 - Week 6
Rafa Maritza Hertrian [0364958]
Bachelor of Design (Honours) Creative Media/ Taylor's University
MKT 62504 / CREATIVE BRAND STRATEGY
LECTURE
Bachelor of Design (Honours) Creative Media/ Taylor's University
MKT 62504 / CREATIVE BRAND STRATEGY
INSTRUCTIONS
Case Study & Campaign Proposal 30%
TASK :
1A : Case Study
You are to analyse a well-established Rebranding Campaign of your choosing.
1. Identifying its brand strategy: The Brand Story, Objective & Purpose, Brand Values, Vision & Mission,
Target Audience, Brand Positioning.
2. Understanding its brand experience: features and activities.
3. Reviewing its key visuals and the applications: identity and usage from different platforms.
1B : Campaign Proposal
You are to propose a Branding Campaign. The campaign will be for a a glimpse of your choosing and may be conceptualised as a rebranding exercise to introduce a new concept or as a new product line launch.
The suggested proposal outline:
Campaign Description, Brand Story, Objective & Purpose, Brand Values, Vision & Mission, Target Audience, Organizers. SWOTs, Brand
Positioning. Furthermore, you are to identify the Brand Touch Points by producing a Customer Journey Map.
TASK :
1A : Case Study
You are to analyse a well-established Rebranding Campaign of your choosing.
1. Identifying its brand strategy: The Brand Story, Objective & Purpose, Brand Values, Vision & Mission,
Target Audience, Brand Positioning.
2. Understanding its brand experience: features and activities.
3. Reviewing its key visuals and the applications: identity and usage from different platforms.
1B : Campaign Proposal
You are to propose a Branding Campaign. The campaign will be for a a glimpse of your choosing and may be conceptualised as a rebranding exercise to introduce a new concept or as a new product line launch.
The suggested proposal outline:
Campaign Description, Brand Story, Objective & Purpose, Brand Values, Vision & Mission, Target Audience, Organizers. SWOTs, Brand
Positioning. Furthermore, you are to identify the Brand Touch Points by producing a Customer Journey Map.
LECTURE
Week 1We watched the presentation of one of the TBS groups on their final year project, which we will collaborate on. Their brand is called DYO, which is a two-way drinking bottle of higher quality. They wanted to allow people to drink 2 different drinks, and also a Montigo-level quality water bottle.
Week 2 We were introduced to the module and the tasks that we are instructed to complete within this semester. For the first task, we were told to divide into partners and choose a well-known brand to do a case study on. I paired up with Kim Seoyoon and we chose to do a case study on LEGO because they did a campaign to rebrand. Hence, we decided to learn from their experience. 
First thing we did was research on the existing campaign that they have. We decided to focus on "Play is your Superpower", a LEGO campaign that aims to build a better and Imaginative, and connected world through empowering children and families to unlock their full potential with creative, inclusive, and transformative play experiences.
We researched and compiled what LEGO do under this campaign such as the events, promotional strategies, and their key visuals.
Week 3After consulting with Mr Fauzi, we were suggested to create the SWOT analysis to focus on the campaign's SWOT because the SWOT analysis that we made was only based on LEGO in general.
SWOTPicture current position and identify areas to grow- Strength: internal factors that give you an advantage over competitors (Brand Rep, strong distribution network)
- Weakness: internal weakness that drains your performance (limited product range, weak online presence).
- Opportunities: external factors that present potential for growth (emerging markets, changing customers)
- Threats: external factors that could negatively impact your business
When to use: developing a new business strategy, launching a new product or service.
Week 4 From the SWOT analysis that we made, we were told to focus on 1 point and make it a guide to our own campaign for LEGO. We decided to focus on one of "Play is Your Superpower" weaknesses, which is the heavy reliance on physical toys. This is a threat due to the merging of attention to mobile and online games. 
From that, we proposed to make a campaign to combine LEGO's physical toys technology. This includes allowing LEGO fans to turn their LEGO brick collection into unique digital keys that open augmented reality experiences and engaging virtual characters.
Week 2
We were introduced to the module and the tasks that we are instructed to complete within this semester. For the first task, we were told to divide into partners and choose a well-known brand to do a case study on. I paired up with Kim Seoyoon and we chose to do a case study on LEGO because they did a campaign to rebrand. Hence, we decided to learn from their experience.
First thing we did was research on the existing campaign that they have. We decided to focus on "Play is your Superpower", a LEGO campaign that aims to build a better and Imaginative, and connected world through empowering children and families to unlock their full potential with creative, inclusive, and transformative play experiences.
We researched and compiled what LEGO do under this campaign such as the events, promotional strategies, and their key visuals.
Week 3
After consulting with Mr Fauzi, we were suggested to create the SWOT analysis to focus on the campaign's SWOT because the SWOT analysis that we made was only based on LEGO in general.
SWOT
Picture current position and identify areas to grow
- Strength: internal factors that give you an advantage over competitors (Brand Rep, strong distribution network)
- Weakness: internal weakness that drains your performance (limited product range, weak online presence).
- Opportunities: external factors that present potential for growth (emerging markets, changing customers)
- Threats: external factors that could negatively impact your business
When to use: developing a new business strategy, launching a new product or service.
Week 4
From the SWOT analysis that we made, we were told to focus on 1 point and make it a guide to our own campaign for LEGO. We decided to focus on one of "Play is Your Superpower" weaknesses, which is the heavy reliance on physical toys. This is a threat due to the merging of attention to mobile and online games.
From that, we proposed to make a campaign to combine LEGO's physical toys technology. This includes allowing LEGO fans to turn their LEGO brick collection into unique digital keys that open augmented reality experiences and engaging virtual characters.
FEEDBACK
Week 1 -
Week 2 Research on a specific campaign of an existing brand.
Week 3 Mr. Fauzi told us to conduct a SWOT analysis on our brand and base our own campaign on one of those aspects.
Week 4 Make a brand Brief out of our proposed campaign.
SUBMISSION
REFLECTION
From this task, I got a better picture of the first steps on building a brand strategy. From what I understand, we need to first research the brand or business that we want to create a brand strategy to. We need to know the basics and their history. More importantly, we need to know the issues that they struggle with or the goal they want to reach by also understanding the market. This would make a clear guide to how the brand strategy could shape. For me this task was quite all right because I get to do it with a partner and also this task only focuses on the research.
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