CREATIVE BRAND STRATEGY - EXERCISES

(15/04/2020- x/x/2020) Week 1 - Week x
Dk Nur Reem Rashah Pg Mohammad Apri (0336605)
Creative Brand Strategy
Exercises

LECTURES

Week 1 (15/04/2020)

In the first week of the semester, Ms. Low provided us a brief on the module. In a nutshell, an explanation of the upcoming projects was given. Subsequently, Ms. Low began giving the lecture on the difference between 'event' and 'campaign'.

Notes:

• Event - A brand's "marketing strategy" or promotional strategy to reach their consumers in a "singular effort." 
• E.g. Art & Cultural events, promotional events.

• Campaign - A brand's "continuous attempt" to deliver its intended message to their target audiences.
• E.g. Social awareness campaign, rebranding campaign.

Slides:


INSTRUCTIONS


EXERCISES

Week 1 (15/04/2020)

In the first week of the semester, Ms. Low assigned us a questionnaire whereby the answers to the questionnaire would be presented through a set of slides. 

Slides:


FEEDBACK

Week 1

REFLECTION

EXPERIENCES

OBSERVATIONS

FINDINGS

FURTHER READING

1. 
   

(Additional) Interesting reads from Ms. Low's suggestions:

McKinsey & Company - 'The future is not what it used to be: Thoughts on the shape of the next normal'

Takeaway:

This article showed great insight into how businesses will change after experiencing a pandemic. Hence, a few ideas were discussed on what business leaders will now have to expect and focus on in terms of how to operate their business.

• "resiliency—the ability to absorb a shock, and to come out of it better than the competition—will be the key to survival and long term prosperity."

Companies are now under pressure to consider environmental, social, and governance factors and "incorporate resilience to outside shocks such as pandemics." Hence companies will rethink their priorities so that resiliency in all aspects becomes imperative to their marketing strategy.

• "rise of the contact-free economy" whereby "it is becoming possible to imagine a world of business—from the factory floor to the individual consumer—in which human contact is minimized."

E-commerce is now experiencing a big wave of new customers and markets as bigger numbers of people are now beginning to shop online. Hence, the overall demographic is changing as its target market expands to new groups of consumers.

• "The idea of 'triple bottom line'—profit, people, and planet—has become mainstream, as have socially responsible investment funds."

As of now, businesses will be expected to find long-term solutions as the pandemic highlights social fractures. Essentially, it is the question of what exactly did the company do during this pandemic and so business leaders will have to reflect and revolve their actions around this question.

• "Changing industry structures, consumer behavior, market position, and sector attractiveness."

Companies will also have to reflect on the big lasting changes as a consequence of the pandemic. For example, one of the effects of having this pandemic would be the resulting change of consumer behavior such as increased health awareness, a need for a healthier lifestyle, and spending habits for financial security. Hence, people might begin to invest in different things or go to different places that reflect these newly adapted values.

Though, the article did end with some silver linings that suggest that the pandemic can bring about positive outcomes such as business leaders gaining a much better picture of how they can or cannot operate their business. Businesses have no choice but to work with less, but most are finding solutions that are fast, simple, and cost-efficient in this situation. In conclusion, we will have to expect to adapt to these new changes and start reconstructing and innovating as a response to these changes as we "shape the next normal."