Creative Brand Strategy - Task 1A & 1B

 24.09.2024 - 15.10.2024 (Week 1 - Week 4)

Amirah Akbar Ali / 0361001

Creative Brand Strategy

Bachelor of Design in Creative Media 

LECTURES

Fig 1: MIB

As part of my Creative Brand Strategy module at Taylor's University, I’ve embarked on a journey to deepen my understanding of branding and develop practical skills in crafting and presenting brand strategies. This module focuses on building brands with strong visual identities, making them resonate in the minds of consumers. Throughout the semester, we are tasked with analyzing existing brands and developing our own campaign proposals.

1. Case Study (Task 1A):

In this part, we are required to analyze a well-known rebranding campaign. I chose Skittles' rebranding as it stands out for its playful and quirky nature, which is closely tied to its identity. Skittles recently refreshed its logo and packaging to modernize its look while maintaining its fun, bold personality. The case study explores their brand story, objectives, target audience, and visual updates.

Fig 1.2: TASK 1A - Research  | Google Docs

Fig 1.3: TASK 1A - Case Study PDF slides

Key points I’ve learned:

• Brand strategy ensures that visual changes align with the brand's core values and target audience.
• Skittles' rebranding showcases how a playful personality can be emphasized through modern design while maintaining brand consistency.

2. Campaign Proposal (Task 1B):

In this part, we have to propose a branding campaign for a snack. The campaign can be either a rebranding effort or launching a new product line. I will be working on creating a campaign with a unique identity, crafting the brand's story, defining its objectives, and target audience, and identifying key touch points such as the customer journey.

Requirements:

15 minutes presentation each for 1A Case Study & 1BCampaign Proposal. The presentation will be organised individually..

Here is a Famous Amos website that i have searched and look through on their branding. 

Famous Amos is a well-known cookie brand, founded by Wally Amos in 1975, celebrated for its bite-sized, premium-quality cookies made from simple, high-quality ingredients. The brand has built its reputation on delivering indulgent, homemade-style cookies that evoke nostalgia and comfort. Famous Amos focuses on using real ingredients, maintaining an authentic, rich flavor that appeals to cookie lovers across generations.

The brand has evolved over the years to expand its product lines while maintaining its commitment to quality, with a heritage that blends warmth, tradition, and familiarity. Known for its signature chocolate chip cookies, Famous Amos continues to innovate while staying true to its roots of providing a delightful and joyful cookie experience.

Fig 1.4: Famous Amos web 1

Fig 1.5: Famous Amos web 2

Fig 1.6: Famous Amos web 3

By choosing Famous Amos, I could explore the challenge of keeping its core indulgent and nostalgic identity intact while elevating it to align with modern values around nutrition, sustainability, and convenience. It’s a beloved brand with a strong foundation, but there’s an untapped market that craves healthier treats that still evoke a sense of comfort and enjoyment. Famous Amos is well-loved, with a solid base, but there’s a growing demand for snacks that balance indulgence with modern health-conscious trends.

The brand campaign proposal aims to introduce a new product that merges the classic indulgence of Famous Amos cookies with the light, crunchy experience of breakfast cereal. This campaign focuses on expanding the brand’s presence beyond snacks and into the breakfast market, targeting both children and adults who enjoy nostalgic, fun, and convenient food options.

After receiving feedback from Ms. Lilian, I gained a better understanding of areas to improve in my campaign proposal. As a result, I continued refining my ideas, working on my slides. This approach allowed me to review my thought process while ensuring that I stayed focused and organised for an efficient presentation.

Fig 1.6: Campaign proposal | PDF

Fig 1.7: Campaign proposal Slides | PDF

This task not only helps to understand the nuances of successful branding but also allows me to apply critical thinking and creativity in proposing a new concept for a brand campaign. The next few weeks will involve developing my ideas, designing visuals, and refining my approach through feedback from peers and facilitators.

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REFLECTIONS

FEEDBACKS:

WEEK 1:

• brand experience has too much texts.
• brand experience is how they change it to a new image or
  visuals.

WEEK 2:

• pocky stick snack would not be suitable for the brand campaign
  proposal

WEEK 3:

• Revised the Mission part in the slides

• Target audience should be more ( add 2 or more to the
  slides)

• understand the difference between weaknesses and threats in slide
  (SWOT analysis)

• Add packaging info in Touch points column for Customer journey map

• prepare the mood boards and ideations for week 4
  
  

EXPERIENCE:

Working on this module has deepened my appreciation for the complexities involved in building brand campaigns. I’ve realiSed that creating a campaign from scratch is an intricate process that requires attention to countless details, from understanding the brand’s core values to connecting with the target audience on a meaningful level. It’s far from a quick or simple task, as success depends heavily on thorough research and a deep understanding of the brand’s identity and market position. Prior to this project, I was aware of the challenges but hadn’t fully grasped the extent of what goes into crafting an effective campaign. This experience has expanded my knowledge and skills, allowing me to thoughtfully develop my branding proposal for Famous Amos x Cereal.

OBSERVATION:

Observation was key to this learning process. By analysing successful campaigns, such as my Skittles rebranding campaign for Task 1A, I was able to identify crucial elements that contribute to a campaign’s success, including clear messaging, audience engagement, and cohesive design. These insights helped me refine my strategy for the Famous Amos x Cereal brand campaign proposal for Task 1B. I noticed how attention to both the visual and emotional aspects of a brand can significantly impact a campaign’s effectiveness, and I applied these lessons to develop my own approach for Famous Amos. This reflective process highlighted the importance of studying established brands to inform my creative direction.