New Brand Extension
Integrated Design Strategy (MPDC-712-101)
Disciplines Used: Graphic Design, Design Strategy
Old Spice Skincare Line
Assignment: This is the first 'Strategy Prep Assignment' in your Integrated Design Strategy project. As explained in the Integrated Design Strategy Guidelines, these assignments are generally not client-facing, but rather exercises intended to help you think strategically about your design project. For this assignment, you will identify three popular Business-to-Customer (B2C) companies 1) that have niche product or service offerings and 2) that you would be interested in working for in-house or as a consultant. For each company, you will create a proposal for a new brand extension (a new line of products or services) for the company and provide insights and thoughts on why you think the brand should go in this new direction. To get you thinking, read the following articles featuring a number of brand extension examples.
Assignment: For the first part of this assignment, please share the client that has been selected for your project. Provide background on the new approach based on your post last week and any additional research you have done this week.
For the second part of the assignment, you will identify business and marketing objectives that you think would be applicable to your brand's new product or service category and classify the objectives according to the different categories outlined in Davis, Chapter 3. Explain your reasoning for both the objectives and the categorizations.
Old Spice is known for men’s deodorant. The brand also provides body wash, shampoo, cologne, after shave, hair gel and beard conditioner. I was in my parent’s bathroom and notice skin cream or a facial cleanser. Since Old Spice is a masculine brand, I think it would be interesting to come up with a facial cleanser as a brand extension. This would be called Old Spice Face Wash. Later on they can introduce scents to go along with the deodorant and body wash.
Marketing Objectives
Establishing or Changing Perspectives
The main thing would be to introduce the Old Spice demographic to the skincare line. Taking the same approach in their current marketing by making skincare seem cool, with a tough edgy tone.
Establishing or Changing Perspectives
The main thing would be to introduce the Old Spice demographic to the skincare line. Taking the same approach in their current marketing by making skincare seem cool, with a tough edgy tone.
Education
The average consumer does not know how to use it or they probably use another brand of skincare products. Showing the target market how skincare can benefit their health in appearance could be used as selling points.
The average consumer does not know how to use it or they probably use another brand of skincare products. Showing the target market how skincare can benefit their health in appearance could be used as selling points.
Features, Benefits and Values Chart
Assignment: My creative strategy will focus on the product first. The Old Spice Skincare line will put the brand in a new category. In current Old Spice ads they introduce the product and then include the features/benefits. Usually Old Spice uses humor to talk about the benefits and features of their products. By making a bold statement. With a younger target Old Spice promote the product on social media for free. The features and benefits will come into play after the target audience sees or clicks on the ad.
My creative strategy will focus on the product first. The Old Spice Skincare line will put the brand in a new category. In current Old Spice ads they introduce the product and then include the features/benefits. Usually Old Spice uses humor to talk about the benefits and features of their products. By making a bold statement. With a younger target Old Spice promote the product on social media for free. The features and benefits will come into play after the target audience sees or clicks on the ad.
Brand Identity + Guidelines
Style Guide
Positioning Statement
Assignment: You will use your target, brand, and competitor research to develop a positioning statement for the client approach, including a proposed name for the new product or service line (for example Lululemon's skincare line is called 'Selfcare'). Use the template from Davis:
For (target), (new product or service line name) is the (category) that delivers (benefit/point of difference) because only (brand name) is (reason to believe based on a tangible attribute or feature).
For (target), (new product or service line name) is the (category) that delivers (benefit/point of difference) because only (brand name) is (reason to believe based on a tangible attribute or feature).
Include a write-up explaining how your research informed your positioning statement and new product or service line name.
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For the everyday man, the Old Spice Skincare Line is the manliest grooming product that delivers high-quality skincare because only Old Spice makes great things designed for men but loved by everyone.
For the everyday man, the Old Spice Skincare Line is the manliest grooming product that delivers high-quality skincare because only Old Spice makes great things designed for men but loved by everyone.
Assignment: For this assignment, you will develop a creative strategy framework that digs deep into the specific target, facts, features & benefits, and which business/marketing objectives you are aiming to address with the campaign (look back at your module 2 and 3 work). Include any insights related to the underlying beliefs/behaviors of your target. Write some statements that demonstrate the four best threads in your framework, then rank them and explain your reasoning.
Target Audience Personas
Assignment: For this assignment, you will create detailed, target audience personas for your client’s new approach. They should be based on a combination of desk research and user research. If you took the Design Thinking course, refer back to some of the user research tools you learned about.
Your personas should contain:
1. Demographic information
2. Psychographic information (including a link to Maslow's hierarchy of needs to help pinpoint the underlying reasons that will drive the purchase of the new product or service by each target)
3. Consumer behavior information
4. Information about the target’s relationship to the brand and competitor brands
Your personas should contain:
1. Demographic information
2. Psychographic information (including a link to Maslow's hierarchy of needs to help pinpoint the underlying reasons that will drive the purchase of the new product or service by each target)
3. Consumer behavior information
4. Information about the target’s relationship to the brand and competitor brands
Creative Strategy Framework and Statement Threads
Assignment: For this assignment, you will develop a creative strategy framework that digs deep into the specific target, facts, features & benefits, and which business/marketing objectives you are aiming to address with the campaign (look back at your module 2 and 3 work). Include any insights related to the underlying beliefs/behaviors of your target. Write some statements that demonstrate the four best threads in your framework, then rank them and explain your reasoning.
Deliverables
