The guys from DBA came in today to brief us on a competition brief for our class. The brief was to create a new nootropics brand. Personally, I haven't heard of Nootropics before but they gave us a quick definition - they are cognitive enhancers or smart drugs that affect the synapses in the brain resulting in increased energy and intelligence. This is quite an interesting product to brand I thought.
So they suggested some prompts to start us off on the brief.
1. start thinking about the target audience and who they would be for example - students, high performing business men, the elderly, health concious people, athletes? etc.
2. Why should your customers believe in you and your brand?
3. What's the big idea behind your brand? What's your USP?
4. Think of words that drive your brand forwards - link this back to your audience
5. Name your brand - how does the name make you feel?
- Link to audience
- What does it say about your brand ethos
- Is it memorable?
6. Choose 3 products that fit the target market
7. Think about the packaging - is it in a tub or a box etc?
8. Range - how do your products fit together?
- how do you differentiate between them?
9. Think about copy, information and relevant packaging information.
10. Must be in teams of 3 to 4
These pointers really helped me to develop some initial ideas, prompting thoughts about what direction I wanted to go down already.
MANDATORY REQUIREMENTS:
- 3 Packs
- Website
Additional:
- A campaign idea
- Some cool stuff
- Fun executions e.g. Gym audience = gym ads
Ideas must be developed and presented on 15th February
Final presentations on 28th February.
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