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CHAPTER 4: CREATING CONSUMER & BRAND 3. Experiential learning
EXPERIENCES
4. Customer service

5. Brand image

EXAMPLE OF BRAND EXPERIENCE

1. NETFLIX- “TO ENTERTAIN THE WORLD”
2. COCA-COLA- “SHARE THE HAPPINESS”

METHODS TO BOOST BRAND EXPERIENCE:

1. EDUCE A SENSORY RESPONSE- Attach your brand to
something customers can smell, taste, feel, see or hear.
This makes it memorable and – if your product is
intangible – connects it with something familiar. Elicit a
sensory reaction to create a positive, memorable brand
experience.

2. CREATE PERSONABLE BRAND ENCOUNTERS FOR

CONSUMERS- Give consumers a chance to come to
their own conclusion to use your product or stick with
your brand. Avoid sales language and instead build
content that gives insight into a specific field,
technology or software. In addition, associate your
brand with articles and blog posts that are learning
experiences instead of sales pitches.
BRAND EXPERIENCE
- is a function of marketing that integrates a 3. GAMIFY YOUR BRAND EXPERIENCE- The smartphone
comprehensive collection of circumstances to elicit boom introduced many of your potential customers to
emotions and positive feelings from consumers. mobile gaming rewards. Mobile gaming incentivizes
users to connect regularly. Use this structure to create a
gaming feel for your brand. An example of ‘gamifying’ is
publishers and their forums. Online publishers realized
there was no penalty for readers who switched to other
publications. Therefore, they built forums around
rewarding readers with points for comments and other
engagements. This commanded loyalty to one specific
publisher.

The engagement model from publishers can be brought

to other industries. For instance, in an E-commerce
store, you can give points to customers who rate the
products they buy. This creates a reward-based brand
ELEMENTS OF SUCCSSEFUL BRAND EXPERIENCES experience that evokes the same feelings they get from
1. Design
mobile gaming.
2. Voice of the brand
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4. USE AI TO BOOST BRAND EXPERIENCE- Artificial CHAPTER 5: CREATIVE PLANNING, STRATEGY &
intelligence (AI) is an innovative way to create CREATIVE BRIEF
customized brand experiences. AI gives individual CREATIVE BRIEF- “A creative brief is the most sacred of
recommendations for branding efforts. all sacred ad documents” – Will Burns

For instance, AI systems predict which colors customers A creative brief acts as a roadmap that takes a project
find more appealing. Similarly, craft your visual brand from IDEATION to COMPLETION.
using color predictions from an AI system. This can also
Creative brief is the foundation of any successful
be utilized in email marketing or product packaging.
creative campaign.
5. SUPPLEMENT THIS STRATEGY WITH SOFTWARE- A
What is a Creative Brief?
huge part of strong brand experience is having the right
pieces in place to create on-brand campaigns. That’s  It is a short 1-2 document outlining the strategy
why it’s necessary to implement software that for a creative project.
efficiently manage digital assets to deliver a smooth  A map that guides its target audience.
brand experience across all channels. Digital asset  A map that guides creative team, on how to
management (DAM) acts like a nexus for all branding best reach the campaign’s stated goals.
activities. Consider a DAM to improve your company’s  Usually created by a Account Manager.
brand experience.  It’s an interpretation of the client’s ideas and
vision for the brand and the product/ service.

MOST CREATIVE BRIEFS INCLUDES:

 A short brand statement

 A brief overview of the campaign’s background
and objectives.
 Key challenges that the campaign aims to
resolve.
 Target audience for the campaign.
 Chief competitors.
 Primary message describing the brand’s values
and market positioning.
 Communication channels on which the
campaign will run.

EXAMPLE:

HUSH PUPPIES
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NETFLIX

QUAKER OATS

REEBOK

Why company need a creative brief?

 Ensure that all creative messages are on-brand.
 Give creative team a broad vision of the
brand,the business, and the product.
 Offer inspiration and give your team a starting
point to brainstorm ideas.
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 Give third-party contributors a quick
understanding of the brand and its background. - How does the market currently see
 Reduce client-creative conflict by ensuring the product or its category?
they're on the same page - Is there a cultural moment you can
 Align the client's budget and expectations with tap into to promote the product?
your creative media strategy - What cultural values,ideas,or
events can you align the product
FIVE ELEMENTS OF AN EFFECTIVE CREATIVE BRIEF with?
1. THE PRODUCT- A creative campaign starts and ends - How is the economy doing? Is it a
with the product. After all, this is what you're tasked time for optimism? Or are people
with selling. If you don't understand it well, you can't concerned with saving?
expect your creative team to do a good job of it.  CATEGORY - how people see the
Your goal is to map the product's current brand product category.
perception. This will be a combination of factors - price, - How do people perceive this
quality, perceived quality, etc. product category? What factors
affect this perception?
2. THE BUSINESS- The business and the product can - Is there a change in people’s
often have a complex relationship. In some cases, the perception of the category? Is this
business brand might be completely independent of the change positive or negative? What
product. In most other cases, they might affect each is leading this change?
other in a symbiotic relationship. - Are there any category conventions
you can use in the campaign?
GOAL IN BUSINESS SHOULD BE:

 Analyze the business' brand perception.

 Understand the business' relationship to the
product brand.
 Map the factors affecting the business brand
perception.
3. THE MARKET-
 COMPETITORS- their
strengths,weaknesses, market position,
and media strategy
4. THE CUSTOMERS- A deep understanding of the
- What are the product's and the
target audience, its wants, desires, and tastes is
brand's chief competitors?
crucial for writing a creative brief
- What is their market share
5. THE CAMPAIGN- Every campaign has a specific
compared to the product?
goal, message,and audience. It's not uncommon
- What is the competition's
for brands to run several campaigns at the same
marketing strategy? Where do they
time with different messages.
advertise?
GUIDE QUESTIONS FOR CAMPAIGN:
- What kind of messaging and tone
 What is this campaign trying to do?
does the competition use?
Increase awareness?
 Increase traffic? Get more shares? Be as
 CONTEXT – political, social, &
specific as possible.
technological movements
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 What customer action would make the ◦ Demographics
campaign "successful"? Fill out a form? ◦ Psychographics
Click a link? Call the business? ◦ Current perception/belief about the brand
 What specific challenge is the campaign ◦ Target perception/belief about the brand
trying to address? ◦ Approach for motivating them to take action
6. BACKGROUND OR CONTEXT
HOW TO WRITE A CREATIVE BRIEF ◦ Briefly describe the background and context of
the campaign. Include specific details for the
1. THE PROJECT- Start your creative brief by following:
writing a broad overview of the project. - Cultural context, i.e. current events and
Establish the identity of the client, talk about ideas you could leverage to achieve
the product, and list the goals of the campaign. campaign goals.
2. KEY CHALLENGE- Every campaign has a key - Category context, i.e. how customers
challenge. This is the "what" of the project. currently see the product category and
how you can change it.
i.e. - Brand context, i.e. how customers
 "[Client] wants to reposition the currently see the product and its brand
product so a new user will consider For example, this creative brief for TOMS shoes gives
it" readers a detailed overview of the company’s
 "[Client] wants existing users to background and its customers’ aspirations:
consume more of the product"

QUAKER OATS Challenge- Convince people to take the

time to have breakfast , because it will help them stay
more active than coffee and energy drink.

3. Purpose of Communication- A successful

campaign needs a clear and distinct purpose.
This purpose should ideally be trackable and
measurable. It should also be tied to the key
challenge you described above.

Use this section to describe the action you want

to inspire in your customers.
4. COMPETITORS- Use this section to briefly
describe the key competitors and their media
strategy.

Some things you can include about the

competition here are:

◦ Market share 7. TONE & BRAND VOICE- Use adjectives to describe

◦ Media strategy the tone, brand voice, and key qualities you want
◦ SWOT analysis customers to associate with the:
5. TARGET AUDIENCE-
- Product ("fun, reliable, efficient")
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- Brand ("mature, trustworthy, cost effective")
8. MEDIA STRATEGY- ◦
Briefly describe how you plan to spread the
message. Include the following:
 Channel(s) you'll use for the promotion
 Why this channel will help you reach
your target audience
 How can you use the channel's own
form and audience expectations to
make the idea more shareable (such as
adding "tag a friend"onFacebook)
9. BUDGET- Include details about the estimated
budget for the campaign. If possible,breakdown
budget requirements by creative-type and
promotion
10. CHIEF MESSAGE- This is the "driving idea"
behind the campaign. Usually, it's a short, pithy
statement that condenses the campaign into a
slogan.