© Copyright 2013 Revelation Inc.

Master ClassActivities for Brand Understanding

1

Wait, what’s a brand?

A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image.

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.

That sounds like experience...

“Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli....”— J. JO!KO BRAKUS, BERND H. SCHMITT, & LIA ZARANTONELLO in ‘Brand Experience: What Is It? How Is It Measured? Does It A"ect Loyalty?’ [2] 2009’s May edition of ‘Journal of Marketing’

© Copyright 2013 Revelation Inc. 7

Behaviors

Context

Emotions

We can use activities to explore consumer experiences

BehaviorsDiaries & Journals

EmotionsProjective exercises like metaphor explorations and storytelling

ContextPhoto/video show me’s & tours

Activities for Brand Understanding4

Spotter Diary

In this activity, please keep a photo diary of all the media you encounter for Brand___________.    Please record in your diary below any time over the next 5 days that you:

• See a TV ad• Pass a billboard (stationary or on a bus, streetcar, subway, etc.)• Hear a radio spot• Encounter a web ad• Read a print ad

Please take a photo of where you are when you spot the brand.Thank you!

© Copyright 2013 Revelation Inc.

Photo Metaphor

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For this activity, I'd like you to use your digital camera to take two pictures:

The first picture is of something that represents Brand X to you. The picture can be of anything – except the brand logo.  Then next picture is of something that represents Brand Y....

© Copyright 2013 Revelation Inc.

Letter Writing

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Today we are going to do something I suspect you have thought of doing, but may have never actually done…write a letter to a Brand. You can use this letter to tell the Brand anything. You can tell them what you want and are not getting. You can tell them how they can improve. You can tell them what they are doing wrong or what they are doing right. You can tell them how the rewards are working. You can tell them how you feel about their ads. You can write anything you want them to know. So fire away…

© Copyright 2013 Revelation Inc.

Can it Go There?

In this activity we are going to discuss a new idea as a group. The idea that we are going to consider is _____________________. Our task in this discussion is to decide whether the idea is a good fit for the _________ brand. We need to decide if the Brand "can go there." The activity works in two parts. First, you post your answer on whether you feel the idea makes sense for the brand and explain your reasoning. After you post your answer, you will then be able unlock other people's answers and comment on them. The second part of your task is to read other people's responses and comment on one you agree with and one you disagree with. Of course, please be respectful of everyone's responses! Thanks!

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Moms & Teens

5 months, 3 phases:

1. Deep dives 2. Concept tests 3. In home tests

OBJECTIVEUnlock insights around three key cosmetic brands

CHALLENGEResearch was conducted for a pitch so had a tight time line and budget

PARTICIPANTS20 women across the U.S.

DURATION2 days of active time

Project Timeline

Day 1 Day 2 Day 3

GETTING TO KNOW YOU!

SHOW ME

BRAND IMAGE

LETTER WRITING

MAKE UP DAY

“All of my makeup is in my downstairs bathroom where I get ready in the morning, small stu! is in the blue three drawer container on the counter, larger items in the bin on the right.”

“These are my favorites - Pink Quartz Minerals foundation because it doesn't make me break out, Rimmel Stay Matte powder for touchups and to reduce shine during the day, HoT Topic eye shadow duo in red/black for evenings, Pink Quartz Minerals powder shadows for day, Loreal self sharpening eye liner because it doesn't irritate my eyes or smear, a kabuki brush for the foundation, and a Victoria's Secret mini atomizer.”

“Everything in my closet is work clothes, everyday/non-work clothes are kept in drawers. I'm usually at work anyway.”

STORAGE FAVORITES CLOSET

Day 1 // Show Me

MILANI REVLON NYC

Day 2 // Brand Image Exercise

Dear CEO of Milani,

As a hardworking professional who takes great pride in my personal appearance each day I look for a brand of cosmetics that can keep up with my hectic routine and personal needs. Milani has not presented itself as that type of product based on the in-store advertisements and magazine print ads that I have seen as of late. As a careful consumer who searches for not only the highest quality product but also the best value for my hard earned dollar I have not been convinced that Milani cosmetics meet either of those standards. The appearance of the Milani products do inspire my confidence in their ability to add vibrant/bold colors to my cosmetic palette, but the quality of the materials often look chalky and have broken apart inside their containers relaying a message to me of poor quality/standards for product content......

Day 2 // Dear Brand

Questions?