- Brand's marketing history
- Current marketing
- Site own sources - posters, ads, photos ect.
- Site published sources - blogs, books ect.
- Summery of findings;
- Brand History - origins, growth, changes.
- Product - ingredients, packaging.
- Price - high end or low end, discounts.
- Place - type of supermarket, eye level.
- Promotion - sales, ads, website.
- Competition - differences, similarities.
- Environment - laws, culture, attitudes, macro trends.
Week Two - Target Audience;
- Group brand's audience.
- Profile each group - traits, attitudes ect.
- Illustrate and write about each;
- Demographic - basic traits, physical.
- Psychographic - lifestyle.
- Attitudinal - mindsets, thoughts.
- Identify shared attitudes between all groups.
Week Three - Brand Identity Blueprinting;
- Document the brand's identity blueprint.
Week Four - Consumer Research for BiB;
- Prep interview questions (3 or more about brand + 3 or more about competitor).
- Conduct interviews.
- Summerise findings - 2 charts.
- Compare and interpret findings.
- Outline areas that agree or disagree with your BiB.
- Conclusions.
- Refine BiB.
Week Five - Critique;
- Analyse 2 or 3 of the brand's communications: text, imagery, colour, choice of media ect.
- How do these communicate the brand's essence?
- A page per aspect.
- Compare with competitor.
- Summerise critical analyse.
- Strengths and weaknesses on each aspect page.
- Conclusion - how well the brand communication is doing.
- Summary of future issues the brand might face. (300 words)
- Opportunities for the designers to do better.
- Competitive threats in the future.
Workbook;
- Sources.
- Visual analysis.
- Sectioned by each heading above.
Dossier;
- A4.
- Section dividers.
- Summaries findings.
