Creative Brand Strategy - Task 1
(Week 1 - Week 4)
Aisya Diva Anwagodsa (0365505)
Creative Brand Strategy / Bachelor of Design (Hons) in Creative Media
Project 1 - Case Study & Campaign Proposal
Table of Contents
- MLE Meeting
- Lectures
- Instruction
- Task 1
- Task 1A
- Task 1B
- Feedback
- Reflection
MLE - Multidisciplinary Learning (Packaging & Merchandising Design)
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| 25/4/25 1.1 MLE Briefing |
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| 25/4/25 Fig. 1.2 Notes |
In our first week, our class session was replaced by a briefing for another module. The module was Packaging & Merchandising Design. In the briefing, all of the design students were introduced to a collaboration between the business students and the psychology students. This collaboration will revolve around the final project of the business school, which is to make a product. Each major has its own job as described below:
- Business students: Focusing on the product, financial plan, competitive analysis, etc.
- Graphic design students: Helping business students in making packaging for their product.
- Psychology students: Marking plan, competitive analysis, and market analysis.
Our main focus as graphic design students is to make the packaging, which is why during the brief, all of the groups presented their product and their vision on why they decided to make the product. Three products were presented, they are:
- Termo Brew: A coffee press that can be carry everywhere for a coffee lover, and this can be placed inside your tumblr. In my opinion, this product was a solid idea and the group doing a great job on explaining their product.
- Glow & Flow: A hand fan product that can be personalized and has a lamp on it. For me, there's still much room to improve.
- DYO: A Tumblr brand that offers a different design from usual Tumblr (can carry two different kinds of drinks). From the presentation were not many ideas that I could get from them, but their video or the way they delivered the idea (which was done visually by video) is pretty solid.
After listening to the product presentation, all of us were told to form a group and then select which product we wanted to work on together. After discussing with my group mates, we decided to work with the DYO group. I personally think that working on this product will be fun, and there are many examples of similar brands that we can use as inspiration. Also, as a person who brings a tumbler every day, this product is a steal! At the end of the briefing, all of us joined a group chat created by the business school student and discussed the date we'll have a meeting to talk about this product further.
Takeaways:
To be honest, I did not expect that in this semester I would work with other students from different faculties, especially for the business students. And because it's their final project, it kind of gives me a burden T-T (the expectation, and will it affect their final project?). But I am glad that there's initiative from the university to make this collaboration happen, because it will taught me to work with other people who have a totally different perspective and workflow. I hope that this project goes smoothly and the communication among the groups will go well.
Lectures
1 - Branding Process
In the first lecture, we learned about the branding process. This topic covers three main points as a branding process:
- Brand experience
- Creative strategy
- Campaign visual identity
- Direct marketing
- Indirect marketing
- Personalization
2 - SWOT, Customer Journey Map, and Brand Touch Points
SWOT: Strenght(s), Weakness(es), Opportinity, and Thread(s)
This could help a brand to get a vision of the future and be one of the steps to prevent they're downfall. It's more like predicting things but using a real data and analyze it. By using SWOT, brands or companies could benefit, because they could find out what's wrong, what's need to be improved, what can be opportunities they, and who their rivals are. SWOT itself can be used in different scenarios like below:
- Entering a new market: It's like testing the water and see whether your business can survive or not, and how to find a way so your brand could survive.
- Evaluating your competitive landscape
- Responding to industry changes
3 - Brand Positioning
Brand positioning is the process of figuring out how a company wants to be seen by its audience and communicating what makes it unique, so it stands out in people’s minds compared to its competitors.
How to brand position in a correct manner?
- Research, you have to know who your target market is, what they want, and how competitors position themselves in the industry. (This is actually so minor project coded).
- Choose the positioning statement, something that screams your company and would align with your consumers, can be communicated by your company, and what differentiates you and the competitors.
- Present, it's how you're presenting your brand to the world through visuals, communication, service, products, etc.
4 - Ideation
In this topic, we learned about event plan, what is it and how it works. What I understand is, event plan is important as a guide for you to keep track on what will going on in an event that you hold. And as I mentioned, why is it important? Because an event plan could produce a good planning that covers all of the aspirational efforts and strategies, it also help to make things goes as desired, give a good experience to the audience, also predict the risk or possible obstacle in an event. All of this important so the event could turned out like what we wanted. Some of the core things in event plan:
Event goals and objectives
Individual roles and responsibilities
Volunteers and volunteer training
Budget
Date and time of the event
Event master plan
Event location
Event Branding
Event Itinerary
Partnerships and sponsorship opportunities
Promotional, advertising, marketing, and publicity plan
Day-of processes
Vendor information
5 - How to develop moodboards
Basically in this topic, Mr. Fauzi navigate us on how to make a well arrange moodboard that could help us in gathering needed information for our campaign. Not only that, a moodboard could help to direct a design, track the progress, and make it easier to make the design or visuals, because we already gathered all of the information we need inside the moodboard (like visual inspo, pictures, font, color, etc).
6 - Brand Brief
A brand brief is a document that explains what a brand is all about, including its vision, values, mission, target audience, and overall strategy. It works like a roadmap to keep everything consistent across all touchpoints and helps both the internal team and external partners, like agencies, stay on the same page about the brand.
Important points of a brand brief:
Brand Vision: What the brand aspires to be in the future.
Brand Mission: The purpose and reason for the brand's existence.
Brand Values: The guiding principles and beliefs that shape the brand.
Target Audience: Who the brand is trying to reach.
Brand Positioning: How the brand differentiates itself from competitors.
Brand Tone and Voice: The overall communication style and personality of the brand.
Brand Messaging: The key messages that the brand wants to communicate.
Instruction
Task 1
In this task, we are supposed to do research about a rebranding of a brand and make a proposal for the brand's campaign. Before starting on the research, Mr. Fauzi let us to pair up with one of our friends, he did a left and right brain test (it was an ice-breaking session where we find out which brain are we more into), it was fun and he also suggested to work with friends who has the opposite result as us to compliment each other, what an engaging session because it gave me chill (because I was a bit nervous to work in a group, too much group project in this semester gave me stress).
In this project, I paired up with Ying Ying, and we decided to work on Dunkin' as a brand that we want to collaborate with. Some of the reasons why I chose this brand were that Dunkin' did a rebranding, but not many people noticed it. So I wanted to know why this could be happening, even though Dunkin' itself is a big brand and famous for its doughnuts.
Week 3
Task 1A
After some research on this brand, I found out some highlighted things that could lead me into the campaign that I want to do, some of the information that I gathered covers up points below:
- History of the Dunkin' itself
- Their purpose
- How to make people aware of the rebranding of Dunkin' and their reason to drop the 'Donut' from the brand.
We attached the document below for detailed research and a presentation slide to compile the data and present it to Mr. Fauzi.
<iframe src="https://drive.google.com/file/d/1t4kVjw7BnmKNx_AW9DoesEY1W8iK-G-m/preview" width="640" height="480" allow="autoplay"></iframe>
Week 3 - 5
Task 1B
After doing our research, we're planning on the campaign proposal. Also, to make everything easier for us, Mr. Fauzi replaced the presentation session with a consultation, so he would come to our group every week and we would explain about the brand that we are working on and what we are heading to. As on week 3, Mr. Fauzi suggested on how making the brand name changes more recognizeable and give clients a few options of campaign that we can do (something simple, less cost, but impactful).
We also gathered information and analyze the SWOT of th ebrand to make our campaign stronger and more direct. Below are the SWOTS:
- Strengths:
- Strong Brand Recognition: Their logo is very consistent, even after the rebranding, typeface, and the same color palette, making people easily recognize the new face of the product.
- Good Management of Supplies: They can maintain their quality in different branches.
- Weaknesses:
- Relying on the US market: In some countries, Dunkin’ is not as famous as they are in the USA. Some people do not even recognize their rebranding.
- A Name Change is Long Overdue: After the advertisement campaign America Runs on Dunkin’ they should have changed the name immediately.
- Opportunities:
- Menu Diversification: Dunkin’ can explore more food and drink trends, such as bubble tea, plant-based items, and seasonal offerings to appeal to wider audiences.
- Drive-Thru & Express Outlets: Developing fast-service formats like drive-thrus and express counters in transit or campus areas can boost accessibility.
- Threats:
- Intense Market Competition: Dunkin’ faces strong competition from both global and regional brands. For example:
- Starbucks – A direct competitor known for its premium coffee and strong brand loyalty in the quick-service coffee industry.
- Local coffee chains – Often cater to regional tastes and may have stronger cultural connections or pricing advantages in certain markets.
With that, our group came up with 3 approaches to campaign: something simple, less costly, and predictably effective:
- Doodle cup campaign
- This campaign encourages people to buy Dunkin's beverages and post it on social media. This promotes Dunkin's changes (if people draw on the coffee cup, they will realize the brand that changes as they have to stare at it while drawing). This could be one of the strategies to attract people and as a way to make customers around the world aware of the changes, as it's a social media-based trend.
- Visual campaign
- This one is in the form of visuals that could be produced digitally and physically (like posters, banners, and social media posts) to show the changes of the brand.
- Social media interaction using a hashtag
- Only heavy on hashtags and encourages people to post their Dunkin' pictures, and then the most liked will get a gift from Dunkin'
CBS Project 1 by Aisya Anwagodsa
As the final result, our group decided to go with the doodle cup campaign, which we called the DUNKinDoodle campaign, to highlight the brand changes as well. Compared to the other campaign ideas we explored, DUNKinDoodle feels more relatable to the current purpose of Dunkin’s rebranding, which is to emphasize its beverages and not only the doughnuts. This campaign creates a fun and engaging way for customers to connect with the brand by turning a simple coffee purchase into a creative activity. By using cups as the main approach, the campaign becomes more direct and accessible, making it easy for people to join in and feel involved. We believe this idea reflects Dunkin’s effort to be more appealing to young adults and aligns well with the grab-and-go lifestyle of its target audience.
Feedback
Week 3
In making the campaign needs to consider the impact and the budget, and make sure to give more options to be present.
Week 4
Can proceed to working on the selected campaign.
Reflection
The first phase of this module helped me get to know my target, or should I say client, better (which is Dunkin’). I also realized that Mr. Fauzi expects us to treat this project as if we were working in real industries, and he gave us a lot of insight on how to interact with and pitch ideas to potential clients, which is very useful. This task also opened my mind to be more thoughtful and considerate of my surroundings. Because of Dunkin’, I noticed that I don’t pay much attention to things that actually matter (like the environment). I never even realized that Dunkin’ had changed its name, even though I spot them almost everywhere in Malaysia. By noticing and learning to analyze things, we can stay one step ahead of others, as these observations can help us identify problems and potentially be the ones to solve them and get the job done. And this is a good think to remember for when I'm working with projects.
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