Assessment Brief
Advertising & Digital Media Faculty
BRAND EXPERIENCE
BEX
Level 200
BRAND EXPERIENCE
Assessment 3
Storytelling to Create Consumer Connections
Due: Week 8
Weighting: 25%
Learning Outcomes: a. .
b. Review and evaluate the value, meaning and sustainability generated by a range of contemporary brands
c. Synthesise values and essences to propose a new contemporary brand experience
d. Create a story where brand touch-points can generate a brand experience
e. Design innovative research to invent a brand through the Assessment of user-needs inputs
Description:
Using your research into the brand elements from assessment 2, create a brand story experience to engage consumers. Your report should include:
1. Consumer profile build
• Identify the primary. Build a pen profile using the tools from class,
• A consumer journey map across the decision points and
• show evidence of the use of 5 tools from the IDEO consumer research method.
2. Market opportunity/brand issue to address – identify and discuss 3 challenges you plan to address with your campaign. These should build on your research from part 5 in assessment two. Try and support claims with research where possible for higher grades.
E.g. ‘Challenge to address: Consumers becoming more sustainably conscious’. To achieve a distinction or high distinction grade support with evidence e.g. ‘Consumers becoming more sustainably conscious, 30% rise in sustainable fashion brands since 2018 and consumers rating sustainability as a key decision driver in the xxx survey (source). [Inclusion of chart or graphic to support claim]’
3. Strategy & Core Brand Narrative/Story – The core brand narrative is a strategic branding premise, which sets the foundational brand essence, and brand values making emotional connections with the audience. Introduce your brand story in a short sentence or two. eg Yeti Coolers capture the essence of the brand and represents the community sharing common ideas and values – brand story a DIY adventurous lifestyle. Explain your strategy with a brief description.
4. Brand story experience / campaign – develop and design a campaign that delivers to the consumer your evolved brand story and brand look and feel. You should include a tag line, visuals and should use at least 3 consumer connection points to create consumer engagement. E.g. Bus stop, mobile app and TVC.
For a higher grade it is recommended you include a mood-board to visualise the strategy and proposed consumer experience.
Higher grades will be awarded for innovation in ideas and well thought out mock-ups of concepts.
Details:
Individual Assignment – Part Two
• Report should be limited to 1,000 words (+/- 10%).
• Report should include an executive summary and conclusion
• Final assignments to be uploaded to Moodle must be in PDF format by Sunday Week 8
Marking Criteria & Rubrics:
Criterion 1: Consumer profile build – 30%
Fail: • Very basic delivery, missing or incorrect.
Pass: • Some evidence of research and use of IDEO method. Pen profile and journey map completed.
Credit: • Good evidence of research and use of IDEO method. Pen profile and journey map completed to a good level. Some visualisations, mood boards and images.
Distinction: • Very good evidence of research and use of IDEO method. Consumer is correctly identified as primary for the category. Pen profile and journey map completed to a very good level and shows insight into the consumer’s mind. Very good visualisations, mood boards and images.
High Distinction • Excellent evidence of research and use of IDEO method. Consumer is correctly identified as primary for the category. Pen profile and journey map completed to an excellent level and shows insight into the consumer’s mind. Excellent visualisations, mood boards and images.
Criterion 2: Market opportunity/brand issue to address – 15%
Fail: • Very generic retail trends with little to no justification from findings, errors or missing.
Pass: • 3 Generic retail trends and evidence of little research. Challenges/gaps identified and addressed.
Credit: • 3 Researched and justified challenges/gaps identified and addressed.
Distinction: • 3 Well researched and justified challenges/gaps identified and addressed. Appropriate for the category, shows good consideration of specific trends and challenges facing the category. Uses metrics to support claims.
High Distinction • 3 Well researched and well justified challenges/gaps identified and addressed. Highly appropriate for the category, shows excellent consideration of specific trends and challenges facing the category. Uses metrics to support claims.
Criterion 3: Strategy & Core Brand Narrative /Story – 15%
Fail: • No clarity on story, poorly explained, no visuals, incomplete or off brief.
Pass: • Deliver a story concept with supporting overview of strategy.
Credit: • Clear story concept. Simple 3-4word explanation with supporting overview of strategy. Illustrated with some images.
Distinction: • Creative and engaging story concept. Clear and simple 3-4word explanation with supporting overview of strategy. Illustrated with a mood board to communicate strategy visually. • A creative and compelling tale premise that stands out from the crowd. A clear and basic three to four-word explanation, with a supporting outline of the technique, is provided. A mood board was used to graphically explain the approach being communicated.
High Level of Distinction • Outstanding inventiveness and creativity in the conception of the plot. A clear and basic three to four-word explanation, with a supporting outline of the technique, is provided. Consumers will be engaged and excited as a result of the outstanding mood board that has been created to communicate strategy graphically.
Criteria 5: Brand Story Experience / Campaign – 30 percent of the total score
Incomplete, off brief, or missing aspects such as a media tool or slogan are all reasons for a failure.
• Create a campaign that utilizes three different media tools. There has been some effort put forward to link the consumer experience to the connection map. Included is a tagline.
Credit: • Effective marketing design that will engage the target audience. Efforts have been made to connect the customer experience to the connection map and to tap into media preferences and behaviors. Three media tools, each with a tagline, are shown.
• Excellent marketing design that will excite and engage the consumer. • Excellent campaign execution. An effort has been made to relate the customer experience to the connection map and to tap into media preferences and behaviors. Three media tools, all of which are seamlessly integrated and visually represented at an exceptionally high degree. The tagline is well thought out.
High Level of Distinction • A creative and inventive marketing design that will excite and engage the target audience will be successful. An effort has been made to relate the customer experience to the connection map and to tap into media preferences and behaviors. Three different media tools, all of which are seamlessly integrated and visually appealing. The tagline is well thought out.
High Distinction • Excellent innovation and creativity in story concept. Clear and simple 3-4word explanation with supporting overview of strategy. Illustrated with an excellent mood board to communicate strategy visually that will engage and excite consumers.
Criterion 5: Brand Story Experience / Campaign – 30%
Fail: • Incomplete, off brief or missing elements e.g. media tool or tagline.
Pass: • Deliver a campaign across 3 media tools. Some effort put in to link consumer experience to connection map. Tagline included.
Credit: • Good campaign design that will engage the consumer. Some effort put in to link consumer experience to connection map and tap into media preferences and behaviours. 3 Media tools visualised with tagline.
Distinction: • Very good campaign design that will excite and engage the consumer. Effort put in to link consumer experience to connection map and tap into media
preferences and behaviours. 3 Media tools all integrated and visualised to a very good level. Well thought out tagline.
High Distinction • Excellent and innovative campaign design that will excite and engage the consumer. Effort put in to link consumer experience to connection map and tap into media preferences and behaviours. 3 Media tools all integrated and visualised to an excellent level. Well thought out tagline.
Criterion 7: Professionalism, formatting, references and plagiarism– 10%
Fail: • Poorly formatted and plagiarism issues.
Pass: • OK report design, referenced to Macleay standards, no plagiarism issues.
Credit: • Semi-professional report design, referenced to Macleay standards, no plagiarism issues.
Distinction: • Professional report design, well formatted and referenced to Macleay standards, no plagiarism issues.
High Distinction • Excellent and professional report design, well formatted and referenced to Macleay standards, no plagiarism issues.

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