TUESDAY 12TH NOVEMBER
briefing on upcoming work . Look into the phases of work we will produce.
Talk with Paul Burke.
In a piece of writing it should reflect and show these things through what's written. As short as possible but with the right words.
Who are they ?
What are they doing ?
Where are they ?
How do we know ?
TASK
Tone of voice
A brand turns up at a party - what would their tone of voice be like.
As a group we chose APPLE-
. People pleaser - Apple is very conscious of their image and engagement and constantly trying to improve it. They are quick to disengage and cut associations with any app that ruin their rep. Need to be liked by everyone. No fixed crowd. Socialises with all different people.
. Think they know everything about you - How are you going to be different to gain attention? you're usually innovative and ahead of the curb, so you arrive late.
. Down to earth but are you ? - Smart , confident, know your shit how ever you keep it calm. Keep it sweet to keep other sweet.
. Apple is androgynous - Clean image , nothing specific gendered about them , keep people guessing about them. Sleek and new, Expect the unexpected.
TASK
Create your Priminister using tone of voice.
My group created TED WILSON.
FEEDBACK : Name is Americanised if was changed to EDDIE would be perfect.
HOMEWORK
Create a portrait of apple as a person. Age, the vibe you get from them, how they come across.
Your brand has a dirty little secret ; what is it ?
The Difference between adidas nike and under armour.
ADIDAS - Impossible is nothing
. On trend.
.Have their own look.
NIKE - Just do it
. Affordable luxury
. Fashion follow trends.
UNDERARMOUR - I will
.Purpose Driven
.More for training
We then strap lines for google and how we would rewrite their strapline.
PHASE ONE TASK - VESPA ELECTRA
3 names and 3 tagline for vespa " Electra"
For young women / men / both genders. Summing up you learnings, choose your favourite and write a creative rationale why this is a good name.
Vespa Eleganzo
Natural Beauty.
Elegant, smooth and beautiful. The Vespa is timeless and you don't need to give it a makeover to be beautiful. It is a naturally beautiful, you will feel beautiful on it and it is not harmful for the natural environment.
WHAT I HAVE HEARD / LEARNT ? - Showing a process and why certain features have been used to apply to the product.
WHAT WILL YOU TAKE ON BOARD ? - Understanding point of difference and tone of voice to apply to your target audience. Identify the products features.
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