ComStrat 476

 With this assignment I have a few examples of companies that I shop at often, such as Adidas or Asos, that came to mind immediately. Rather than those I chose to focus on a brand that I have visited for the first time and was based on an immediate need for my new growing family.   Two weeks ago my wife delivered our baby boy Kashwin, who is our first child. As first time parents we have run thru the gamut of baby necessities but one we were not familiar with was babywearing clothing. The purpose of this type of clothing is to allow the wearer to have a pouch (which I refer to as the Kangaroo pouch), so that their child can safely and comfortably sit in.   With time being a more important commodity than ever before, our objective was to purchase a few of these shirts so that we could accomplish a few small tasks around the house while making sure the baby is calm.   This is when I stumbled upon Lalabu. Lalabu is a clothing small business that was created by a mom and...

 Here is a creative brief that I found on Reebok. Reebok is a company best known for athletic clothing and running shoes. From the first glance, the brief seems to hit on the important bits of information. However it also  One of the speaker's in this week's module videos, Maira Kalman, spoke about the duality in the deadline and a dream. I thought this was a prticualry interesting comment. Reading more into Maira Kalman, I found out a profile where she goes more in-depth into her background, the author wrote that Kalman has a unique curiosity about objects and people, which is really a curiosity about history and humanity.  If we apply some of these concepts along with the rest of our learnings this week we can apply that to Reebok's creative brief and gain unique perspective. https://www.thecut.com/2018/04/profile-maira-kalman-author-and-illustrator.html This brief has a standard template of the company logo and the core categories below it. It starts with the company b...

  Twyla Tharp talks about what it’s like to walk into an empty room and create in Chapter 1 of The Creative Habit. Elizabeth Gilbert talks about her creative process, and all the ups and downs, in her TED talk. How does your personal creative process work? A few questions to consider, and please don’t let these constrain your writing: how does the blank page with blinking cursor make you feel before you start a paper? where do you look to for “scratching” your creativity (see Ch. 6 of The Creative Habit)? when/where are you most creative? In Chapter 6 of The Creative Habit, Twyla Tharp talks a little bit about what it feels like when you start a blank canvas in the face. The way Twyla describes the creative process is very intimate and real for me. It's the feeling of emptiness, and fear with no end in sight. This is a familiar feeling for me. The blank page with the blinking cursor when I start a paper makes me feel like an infinite amount of work left. Often times I spend more ti...

Imagine you were building a marketing campaign for a new video game. It is a racing game and the company that hired you wants to perform market research to understand the audience better. Whether you perform a focus group, or a random mall survey, it is critical to get rich insights. When you ask your questions to the audience, would you simply ask them if they like racing? No, you may ask a similar question but in a different way to get the full story. One option would be: What is your favorite race car?  In order for an Account Planner to gain valuable perspective from their target audience, it’s necessary to ask the right questions. You don’t want to lead with close-ended questions, as that can lead to simple yes or no answers that do not tell the full story. Instead you want to focus on open-ended questions, that present rich insights. For this week’s blog post, I will take 7 close-ended questions and create at least two other ways of asking each question as an open-ended que...

What do you think the difference is between a fact and an insight? Provide examples that support your point-of-view.   From my perspective facts and insights have many similarities. First, the objective of each is to help understand or explain a truth.   This truth can be a scientific truth, such as a math equation. Or it could be a product truth, such as the claim a product makes around it’s percentage of calcium it provides.   One key difference between a fact and an insight, is that facts provide a rigid indisputable answer while an insight can provide a broad understanding of an answer. One example of a fact is that two plus two = 4. One example of an insight is understanding how first graders feel about the two plus two equation.   If we broadened this into an Account Planner role, we can look into some additional examples. If you are an Account Planner tasked with creating a campaign around a new nutrition bar called “Moneybar”, you may need to ...

 When I think of a piece of brand communication that resonates with me it’s difficult to parse thru the various types of channels that we are presented with brand communication. I spend my free time lately streaming tv shows and using different types of social media.   One brand experience that stands out is FanDuel. FanDuel is a gambling company that offers sportsbook, daily fantasy sports, essentially acting as an online casino. Having lived most of my life in Washington State I had no experience with companies like FanDuel, as online gambling was and still is illegal.   I moved to New York City in 2019, and unbeknownst to me New York City legislature passed into law the ability for residents to take part in legal online sports betting applications beginning in January 2022.   Despite not being aware of this new law, I noticed a FanDuel advertisement for New York residents. FanDuel created insights on the law that had passed back in April 2021. There was so m...