BA 370

Case: Moonshine Miracle (branding)
Case Prompt: Help us develop a consistent brand image for our band.
Team #:	Team Name:	Section:

Part 1 – Research and Analyze: Look through everything you can find about Moonshine Miracle (social media, website, etc.) to find their current brand image.

Current Brand Image Analysis
Consistency How consistently and clearly is Moonshine Miracle communicating their brand / brand image? Explain with specific examples.
Current Image What brand words (associations/ descriptors) are being portrayed online—What words would be on their brand map? Explain with specific examples.

Part 2 – Developing a Consistent Strategy: Moonshine Miracle said they would like to be known as a folk band that has soul, passion, fun concerts, and storytellers that tell hope through stories. What can they do to develop that consistent brand image? List specific ideas and examples in your reasoning. (A few touchpoints have been listed to get you started. NOTE: you can list more than one strategy per touchpoint or list a touchpoint more than once.)

Touchpoint definition: A touchpoint is any time a potential customer or customer comes in contact with your brand–before, during, or after they purchase something from you.

Strategy Development
Touchpoint or Tangibles	Brand Words to Reinforce	Strategy to Implement
Example: Concert	Example: Storyteller	Example: the band could tell the background behind a few of their songs at their concerts. It would help listeners connect with them and show that their songs have meaning.
Concert
Website
Instagram

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