Help with Case

Paragraph

Topic

Details

1

Introduction to the coloring pencil market.

Types of colouring pencils.

Purpose of essay

2

Description of exiting brand in New Zealand market – Faber Castel

Brand symbol

Competitive advantage – distribution range

Focus on quality

3

Description of another existing brand in New Zealand Market – Caran d’Ache

Branding strategies used by this brand – emotional and viral

4

Description of third brand in the market – Derwent

Branding strategy used by this brand and this brand’s competitive advantage

5

Summary of main branding strategies used by existing competitor brands in the market

6

Gap in the market based on analysis above and key opportunity for this new brand

Thing that no other competitor brands focus on – introduction to main branding strategies that will be used

7

Introduction to new brand – Joie

Focus on emotional response generate by the brand

· brand name

· tagline

· mission

· target audience

8

One key way emotional branding strategy realized on website

Section of website where customers can show their work, and explanation about how this generates key components of emotional branding

9

Explanation of viral branding strategy

Purpose of viral branding strategy – spread the brand name; description of activation to do this

10

Explanation about why the two strategies above will be useful

· why emotional branding is important

· important of viral branding

11

Why functional branding strategy is not used -

Consumers ignore it and problems if just focus on brand’s characteristics

12

Reasons why cultural branding strategy not used

· too risky

13

Outline of Creative Plan

The challenge; the insight; the big idea;

14

Bringing the idea to life

Description of advertisement

15

Explanation why the advertisement is creative

Explanation about how Joie advertisement meets the two criteria for being creative: originality and appropriateness

Paragraph number in plan

A

Overall, most colouring pencil brands approach customers by highlighting their products' functions: the colour pigments, the strength of the lead core of pencil colours, or the permanence of the colour. This type of promotion aligns with the functional branding concept, which every brand uses in most industries. Therefore, the strategy that makes brands stand out in the market is about how brands build personality and how brands can be relevant to consumers' lives, which links to the concept of an emotional branding strategy. Furthermore, some brands have used the idea of a viral branding strategy to encourage customers to expand their brand names with their networks by providing gift section or exhibitions to allow customers or non-customers to gain experiences from the brand.

B

After researching the chosen companies, I found that they are more likely to focus on functional and emotional branding strategies. They promote attributes to show that their products have an admirable quality and they are worth paying for. Some of them show their belief in customer's creativity. However, no brand has created consistent connections to the customers after the sale. What I mean by consistent relationship is the brands usually only promote their products to gain profit and do not pay attention to how customers will use the products. Therefore, as a new company entering the colouring pencils market, I will use this gap to be an opportunity to raise awareness around the brand by highlighting the emotional branding strategy to break down the traditional ways of selling and pay more attention to the after-sales experience. Also, I will apply the viral branding strategy to raise awareness about the brand's existence.

C

Advertisings are considered creative works when brands apply the concept of both originality and appropriateness. Therefore, Joie's advertising idea is creative because, firstly, it aligns with the vision of originality. In the colouring pencils industry, brands usually use the character of children in the advertising to represent the creativeness or fun experiences of using colouring pencils. In contrast, Joie's brand uses the professional artist who struggles with their emotions, which is the new way to promote colouring pencils that go beyond what audiences expect to see in a colouring pencil advertisement. Secondly, our advertising is appropriate to our brand since it links with the brand's mission, which is encouraging people to believe in their ability. The advertising emphasises what the brand is trying to convey to the customers. Moreover, the advertising links to the brand product. Although Joie's advertising does not mention the quality of the product directly, the end of the advertising shows that the character can please his client with his artwork using Joie's colouring pencils.

D

Moving to the second brand, which is Caran d'Ache. This brand strongly uses emotional branding strategies. One of the creative ways it does this is its creation of an online workshop to evoke customer's creativity. Even though the workshop is intended to target younger people, they build the experience with all customers that the brand believes in everyone's ability. Moreover, they cleverly employ a viral branding strategy by creating the gift section on their website for customers to expand the brand to customers’ networks. This strategy works similar to the Word of Mouth (WOM) concept, except that it works with objects instead of speeches. When customers give colouring pencils to their friends or people in their network as gifts, they are raising awareness of the people in their networks around the Caran d'Ache brand.

E

To provide a memorable experience with customers, Joie will create a special section on the website called "show me your work" to encourage people to show their creativity. The aim of this section is to give space for customers to share their artworks with the condition of using Joie colouring pencils. Joie will set up the topic for customers to focus on at the end of each month, such as nature, education, or food, and then Joie will leave the job to the customers to show their ability. Joie will choose a maximum of thirty pictures to display on the website page each month. This emotional branding strategy has three components; the first component is about allowing customers to experience an artist feeling and find a goal to use the Joie products. Then moving on to the emotion component, customers will feel connected to the brand since the website is not just a place to search for the products anymore, but it becomes the space that customers want to search to check their artworks. The last component is about identity. My brand does not just say that we believe in people's ability, but we show customers that we see their talents by showing that their artworks are worth sharing.

F

Bringing the idea to life

The advertising set-up starts with an unmotivated artist who is colouring his art in a room full of crumpled drawing papers with an almost used colouring pencil. While he keeps colouring, suddenly, the last shot of the colour pencil lead breaks apart, making an artist feel upset and

want to give up. The struggle part of advertising begins when the artist starts to have a flashback of his negative experience when he had complaints from his clients about his artworks, making him feel uncertain about his skill. However, he still needs to get his work done to re-present to his client. He goes out to the art supplies store ….

G

The challenge

Turn the customers to purchase Joie's colouring pencils.

Insight

Artworks require hard work.

The Big Idea

Creating a good experience of purchasing Joie's products by making people feel motivated every time they look at Joie's product.