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85% at Macy’s water tower.
Guys, any idea how is Kuliza Technology ?
Hi everyone! I am hired as an Analyst - Data Science, and my joining date is 29th July. What can I expect from the role? Also will I have to go to office everyday? American Express
PS- If anyone else is joining on or around the same date, I would love to connect and talk more about it :)
Hi guys.
I am a senior analyst in a big4, passed out recently. I wanna work for financial institutions like Citi Barclays UBS HSBC India . I am skilled It will be very helpful if someone can give me some insights about the interview procedures for the analyst level roles, skills required, wlb, basically any kind of insights will be appreciated.
Thanks a ton in advance.
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Chief
New campaign for Party City. Your thoughts?
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Hi for rebrand I always ask myself one question before I get started and is of the brand needs an evolution or a revolution. To know which one is, I will see how long the brand had it’s original message, if the porpoise is still relevant today, if the message is right but they haven’t taken full advantage of it or if need it is missing a rephrasing. If the brand did change to the point of representing something completely different (Like Dove at some point) then you will have to think of a revolution. Which means that the task is greater and needs more context. (Sorry for the bad english, not my first lenguaje)
This seems like an exercise in strategy...
Shouldn’t everyone think strategically? Maybe the CD is trying to push the team to see the brand holistically...the stakeholder questions probably won’t end up coming from creative alone, unless they’re down a strategy department
Search for brand archetypes and ask questions that will help you/them land on which one is right.
I like to ask them to name a person, real or fake, who embodies what they see as their perfect tone of voice. From there I can do my own evaluation of what makes that persona unique.
I also ask for what's currently working and what they think needs to change.
Rising Star
A few suggestions to get your wheels turning below. Feel free to send me a DM to chat more about copywriting for branding projects.
How has your business changed? Have you learned anything new about your audience, the way your products are being used, what people are saying about them?
Are there any other brands, either in our out of the category, that you aspire to be like? Why?
What’s the singular thought, feeling, emotion you want people to have when they encounter your new brand?
Chief
Start with what you know about the brand’s audience. What do they want to hear? What do they want from the brand? What type of personality/tone will attract them?
It is a strategy exercise but your CD is trying to get you to think strategically, which is actually an investment in your career. Put on your business glasses over there and think like a client. Better yet, partner with a strategy person on this — we love to bring people along to our world AND you're building a relationship, which by the way, is another investment in your career. Thank your CD.
The highest level of a brand is its *brand position.* Everything starts here.
Go to YouTube and watch a bunch of videos by Al Ries and his daughter Laura. Al is a bit of an old curmudgeon, but he speaks pure wisdom. While watching their videos, lightbulbs should start going off in your mind.
What is a brand position? It’s like a category. Watch this
“Category First, Brand Second”
https://youtu.be/7Y1VwYx6mrs
The video is old, but notice how he accurately predicted the death of three GM brands that stood for nothing.
How do you find a good position? Look at all your competitors. Don’t be like them. You want to be DIFFERENT. You want to stand for ONE THING, a different thing, and stand for it proudly and distinctly in the mind of your target.
Al Ries wrote a great book with Jack Trout called *Positioning.*
If you watch only one video, watch this one—the book’s summary in under 3 minutes:
https://youtu.be/j1ifbc6O2OQ
Ries & Ries also have great videos on executing a brand’s image. Watch these
“Shape of a Logo”
https://youtu.be/GZ0W-_9gTH8
“Visual Difference”
https://youtu.be/QRLXRUgTnNA
Thank you so much!
Every brand has a problem - perform a brand audit and find what it is. Do a SWOT analysis as well. Once you find out their problem, create questions in a way that they will uncover that problem "on their own" even though you already know. This will allow you to go into the rebrand with that specific problem in mind.