Brand Experience Redesign Report

The purpose of is to build on the work you have done to date – especially the Brand Growth Opportunity task –
and design a detailed New Brand Experience for the customers you are targeting that will drive brand growth
from your new/enhanced Market Offering. This Task is substantially a creative task (as opposed to Tasks 1 and
2, which were more analytical.)
The Brand Experience acts as the integrative component for all other customer-facing aspects of your new
Market Offering, and should be designed to communicate the new/enhanced value proposition specifically in
terms of the new/enhanced functional, personal and social values your offering claims to deliver to customers.
Method
i. Review the ideas included in your Brand Growth Opportunity report and the feedback you received on that
from Professor Egan. Pay special attention to:
o Your primary source of sustainable competitive advantage
o The attribute/benefit enhancements you identified
o The underlying functional, personal and social (collective) values associated with your new/enhanced market
offering.
ii. Now, as you consider communicating your new/enhanced value proposition to prospective customers, think
about how you can convey the promise of that value proposition in experiential terms. In doing so consider,
separately, how you can form the perceptions and experiences of your different customer targets, namely:
o Current customers – who you will be targeting to try the new offering.
o Prospective new customers – who you will be targeting to try your brand,
leading with the new offering.
iii. As a reference point and to stimulate ideas, revisit the slide deck from Class #12and watch again the 4
videos included and the examples contained therein.
iv. When you have generated your own set of ideas, develop the 4 brand assets listed below either:
o For each of the current and prospective customer targets, or
o As a single set of brand assets that can simultaneously speak to both (this option may be the more difficult
challenge.)
Deliverables

1. Write a Brand Experience Redesign Report of up to 1200 words (not including visual
   artifacts i.e. charts, tables, info graphics, images) to include the following:
   i. A Statement of Brand Promise
   Your statement should be a short paragraph of no more than 100 words, communicating the most essential
   elements of your value proposition to your target customers. It should be built around the key functional,
   personal and social (collective) values on which your new/enhanced market offering is based.
   ii. A New Brand Motto
   A short, clear, impactful phrase that communicates the brand promise to target customers (see attached
   document for description.) Your motto should be no more than 9 words.
   iii. A New Brand Image
   Develop a Brand Association Map concept to communicate what your brand image is trying to project onto the
   minds of prospective and actual customers. (Note: You can reuse the corresponding slide graphic in the Slide
   to illustrate your brand association map)
   You may also use/suggest creative visual/textual ways in which you would communicate the new brand
   image(s).
   iv. A New Brand Character
   This is a fictional character/personality that personifies that embodies the essence of the brand e.g. “The Most
   Interesting Man in the World” (Dos Equis); Flo (Progressive Insurance); The Michelin Man; (see attached
   document for description.)
2. Develop a Brand Experience Redesign Presentation of up to 3 slides, with which you can present your New
   Brand Experience ideas to the class. Each student will have the opportunity to present his or her own ideas.
3. Format your report nicely and write it well. Refer to the Task #1 deliverable I sent around from the “winning”
   team for that task.
4. If you have ANY questions on this task, please reach out to me and ask

Sample Solution