Brand Meaning Management 3.0: brand creation, definition and implementation

Directors:

Agnès Rovira

Inmaculada Urrea

Create brands with an identity that generates customer loyalty and business.

Options for a brand:

1) Compete in price or functional superiority (investment in R&D).

2) Construct an identity with meaning (off and online).

A successful brand is one that

creates a brand identity based on

values and an inspiring personality, proposing

experiences that stimulate

peoples’ creativity.

Today, people participate in brand creation ,in their histories and experiences, building a community.

Brand Identity 1.0 sought out differences in the

product.

Brand Identity 2.0 created proposals based on emotional benefits.

Branding 3.0 creates humanised brands, based on

values and personality, that react with

peoples’ creativity, enabling co-creation and dialogue between the brand and its audience.

Let’s start our heroic journey to branding 3.0.

Ready? Adventure calls…

Your voyage is a 3-stage professional initiation.

1) BRAND MEANING CREATION (personality).Objective 1: understand the tools and work on brand personality.

Objective 2: create the brand meaning of a real brand.

The Brand Meaning Model: • Tangibles and intangibles of a brand.• Values, cultural codes, universal myths and cultural tales in brand meaning.• Constructing brand meaning: brand imaginarium and archetypal branding.

Brand Tales Creator and brand personality.• Brand as narrative: storytelling

Creative and strategic brand analysis:

• Kapferer’s Prism.• Detecting the main problem of a brand.• Definition and creation of strategic horizons of a brand.

Presentation of case study.

OBJECTIVE 1) TOOLS FOR PERSONALITY CREATION

• Creative workshop for defining brand personality: principle value, detection of archetype, codes, cultural references and brand tale.

• Tone of voice workshop to define the aesthetic framework of the brand meaning.

• Producing brand meaning video: conceptual and aesthetic framework of brand.

OBJECTIVE 2) BRAND MEANING OF A REAL BRAND.

2) BRAND STRATEGY.

Objective: apply brand meaning in positioning, product innovation and social dimension (citizen 3.0).

OBJECTIVE 3) POSITIONING. INNOVATION. CITIZEN 3.0

• From Brand Identity to Brand Strategy 3.0

• Defining strategic brand management from the strategic brand horizon.

• Defining strategic brand management using the Fingerprint Method.

• Developing innovation strategy using the BMCInnovation strategy.

• Defining social responsibility strategy with Citizen Methodology 3.0 developed by Collaborabrands.

• BRAND DREAMS workshops and brand coaching sessions combining creative thought and creative practice.

3) BRAND LIVE & COMMUNICATION 3.0Objective: define visual identity and integrated communication and creative strategy.

From creative idea to transmedia social experience and digital 3.0.

OBJECTIVE 4) VISUAL IDENTITY.

INTEGRATED COMMS & CREATIVITY.

TRANSMEDIA CAMPAIGN & DIGITAL 3.0.

• The brand’s visual identity.

• Publicity planning: the role of planners in advertising agencies in a new media, transmedia and digital environment.

• Creative direction for defining the transmedia communication strategy.

• 3.0 Digital Strategy: how to generate creative experiences and conversations that leave a mark and generate fidelity.

FINAL PROJECTChallenge: apply knowledge acquired in each of the modules to a real case.

Your tools…

METHODOLOGYThe program uses the learning-by-doing methodology, combining theoretical and practical classes, using creative coaching techniques to stimulate students’ creativity.

Focused on active learning and professional practice, the following areas are addressed:

• Generation and creation of ideas.• Presenting key concepts and conceptual brands.• Analysis, discussion and resolution of practical cases.• Interdisciplinary workshops with creative coaching, branding, innovation and communication sessions, presenting to a tribunal of experts.• Creation of a Brand Manifesto, a video that conceptually and aesthetically gives expression to the brand imaginary, setting out its positioning, innovation and communication strategy.• Application of tools of analysis, creation and implementation of brand identity and strategy.  

We use tools and techniques of analysis, creation and implementation of brand identity:

Fingerprint Method by Marie-Claude Sicard

Brand Meaning Modelby Mark Batey

Brand Tales Creatorby SOFOCO

Brand & Creativity Coaching by Dbrand Dreams

Citizen 3.0by Collaborabrands

Cultural Innovation

by BMC INNOVATION

Your teachers…

AGNÈS ROVIRAWith a degree in advertising and public relations, a postgraduate qualification in strategic planning and a master in marketing from the University of London, she has 15 years of experience in the world of branding and brand strategy. She has worked as director of strategy at the international brand consultancy Added Value for clients like Brown Forman (Jack Daniels), The Coca Cola Company, Danone, Vodafone, Heineken, and many more. She has also worked with Ipsos ASI London as a consultant on publicity and branding in Europe for clients such as Procter and Gamble, Stella Artois, Philips and General Mills, and for various advertising agencies such as Grey, Discovery Net, Pongiluppi & Guimaraes, and Young and Rubicam.

She is a founder and director of brand strategy in the creative planning agency DBRAND DREAMS and is a creative coach, certified by the CCA--Creative Coaching Association in New York.

She is an adjunct lecturer in Brand Management at UPF.

INMACULADA URREAHolds a degree in Contemporary History from University of Barcelona and an advanced degree in Art History (UB).

Founding member of SOFOCO, a consultancy specializing in branding for companies like Inditex, Puig, Viena, Desigual, Parfois, Chupa-Chups, Max Mara, El Ganso, Bershka and Teresa Helbig.

Codirector of the postgraduate course in Communication and and Fashion Journalism 3.0 at IDEC-UPF.

Fashion analyst and a professor in History of Fashion, Sociology and Fashion Communication, Branding and Brand Identity.

Adjunct lecturer in Advertising and PR at Pompeu Fabra University , she is writing her doctoral thesis on personal branding in the UPF Department of Communication.

Your assistants during the voyage…

Elisabet AlierPablo Barcarollo (BMC)

Mark BateyDaniel Calabuig (DDB)

Anna Coll (DobleYou)

Fernando GarcésSam Juez (DDB)

Gem Romero (Lola)

Vuestro profesorado:

Agnès Riba (JWT)

Agnès Rovira (Dbrandreams)

David RuizXavier Ruiz-Collantes

Gabriela Salinas (Deloitte)

Marie-Claude SicardJordi Torrents

(Collaborabrands)

Inmaculada Urrea (SOFOCO)

Your challenge...

Pass each of the challenges posed at the end of each module.

Develop aFinal Project based on a real case and orally present it to the Program Directors, a group of experts and the client. This project is compulsory for obtaining the certification.

Evaluation: in order to receive the certificate, all modules and the final project must be passed, and classes must be attended regularly (minimum 80%).

The working languages of the course are Spanish and English.

In order to ensure the functioning of the program, participants will need to respond to quality control evaluations which will be sent out at regular intervals.

Beginning of classes6 March 2015 End of classes11 July 2015  

TimetableFridays from 4pm to 9pm Saturday from 9am to 2pm

On exceptional occasions, due to the schedules of lecturers who deliver the classes, the order of sessions may be changed, or sessions may be programmed for other days of the week.

The story is not over yet...

Are you interested in joining the adventure?

Information and enrolment

IDEC-Pompeu Fabra Universityinfo@idec.upf.eduBalmes, 132-13408008 Barcelona

Tel.: +34 93 542 18 50Fax: +34 93 542 18 05

www.idec.upf.edu/DBRAM