Brainstorming models Essay Example

or sweets, it is important to reflect on the associated values. View the brand as an individual with its own personality and determine if it is someone you would want as a friend. Assess whether the brand represents values or a lifestyle that you desire and if it reminds you of anyone – including those you have positive or negative feelings towards. Lastly, consider if the brand is trustworthy and friendly.

Like human personalities, brand personalities can be complex and multifaceted. A brand can embody different values, from being sexy and smart to trustworthy and adventurous, fun, sophisticated, cheap, active or relaxed. Therefore, it is essential to figure out what a brand stands for, which is the first step of the BETTER framework. To achieve this goal, one should analyze and scrutinize adverts, packaging, and other marketing communications to uncover the core values that the brand represents.

The BETTER brainstorm process involves identifying and utilizing core brand values as inspiration throughout the planning process. By following the SET MESSAGE model later outlined in the book, you can extract the most important values and narrow them down to two or three. These values will bring your brand personality to life. For instance, Brand Z, known for their fruity breakfast cereal, has a natural, healthy, and fit brand personality.

The BETTER brainstorming model emphasizes the importance of emotional connection as the first E. Engaging with the target audience on an emotional level is crucial to establish a deeper connection that goes beyond conscious thoughts.

The recall of emotionally significant events is stronger and more frequent than that of emotionally neutral events due to neuron-chemical activity triggered by

emotional stimuli in specific brain regions responsible for encoding and retrieval. BETTER brainstorming model's Emotional connection stage collects ideas for emotionally stimulating elements that merge with Brand personality outcomes and interact with Target audience stage to form Two-way interaction for live brand experience's top-line concept.

The most effective sources of inspiration for Emotional inspections are the three key attributes and multi-sensory elements. The three key attributes facilitate a connection with the target audience by evoking their emotions. To create a live brand experience that incorporates these attributes in real-time, we must integrate corresponding elements. Whether delivered remotely or face-to-face, these concepts enhance the memorability of all live brand experiences.

The stage of consideration should focus on three essential qualities: authenticity, positive relationships, and personal relevance.

To establish an Emotional connection, it's crucial to incorporate three main attributes into the concept. If the live brand experience is in person, combine this with creating a multi-sensory connection. Include multi-sensory elements related to the product that allow consumers to touch, taste, smell, hear and see them. This way they can form a memorable and long-lasting Emotional connection with the brand.

By creating an immersive live brand experience that appeals to multiple senses, we are tapping into emotions that cannot be easily accessed through conventional marketing and advertising methods.

Lasting impressions are created by sensory experiences that stimulate the right brain hemisphere. To determine which senses are suitable for a live brand experience, consider the product and the personality of the brand for inspiration. Determine which sensory elements are appropriate and apply the three key attributes of authentic, positive connections, and personal meaning to make the experience

meaningful.

The BETTER brainstorm included the Emotional Connection segment, which generated ideas for a successful breakfast cereal product. The brand already had a persona that was fit, healthy and natural. To enhance the live brand experience, senses appropriate to the target audience were considered. Taste played a significant role in this process as it allowed customers to savor the fruity flavor of the cereal.

The product and brand personality were determined to be relevant to touch, sight, smell, and sound, thus all five senses were planned to be stimulated. Table 3.2 summarizes the multi-sensory stage for future reference during the brainstorming process. This table showcases how to accomplish the Emotional connection step by blending the Brand personality, product, multi-sensory elements, and three key attributes.

The demonstration of the Brand's personality, which includes being fit, healthy and natural, showcased how integrating brand values can create an emotional connection through multi-sensory elements and three key attributes. The creative team ideated words that represent the brand's values such as taking care of one's body, good health and naturalness to generate several proposed elements.

Incorporating healthy habits, such as physical activity, fruit consumption, and hydration, were sources of inspiration for promoting the brand's values of fitness and wellness. This led to the decision to offer a yoga experience for consumers to engage in, as a means of conveying these values. Refer to Table 3 for further details on Experiential Marketing.

As part of the experience, consumers can receive a goody bag containing cereal samples and fruit-flavored water to take home. Additionally, they can taste the cereal before completing the main part of the experience. Onlookers passing

by can view the participants on external plasma screens integrated into the set and observe the brand personality and package design incorporated into the appearance of the set.

A suggestion for improving the in-person brand encounter is to place a sizable statue, like a milk sculpture designed to resemble a water feature, near the entrance. To enhance the sculpture's appeal, it would emit fruit scents through essential oils.

The impact of experiencing authentic health and nature is significant. One way to engage participants is by taking a photo, framing it with the brand's logo, and creating a positive association. Another idea is to launch a competition through our PR amplification channel where individuals can share personal stories about getting fit and improving overall happiness in life.

It is possible to connect this with a competition reward.

The live brand experience webbing site, Smell, allows sight people to upload photos of themselves baking and their finished cookies. In addition, sending a branded letter and envelope set with the scent of brownies can enhance the experience. The webbing site can also play a retro song in the background to further improve the sound aspect of the brand experience.

In order to enhance the experience, we can offer downloadable wallpapers on the website showcasing the original advertisements from the 1920s, depicting a content woman sharing cookies with her neighbor. Additionally, we could motivate all participants to bake their own cookies simultaneously on a designated day and time. To ensure compliance, we may establish a deadline by which photos must be submitted.

To enhance engagement for this brand, a suggestion is to hold a competition that involves PR

and TV amplification channels. The aim of the competition would be to inspire participants to develop a new cake mix for the brand. To accomplish this goal, an advertising contest could be organized through press and television outlets, inviting submissions of the finest homemade cake recipe. Additionally, images portraying participants' encounters with the brand can be showcased on these amplification channels. Overall, it is feasible to explore approaches for effective two-way communication by considering all of these factors.

A manufacturer specializing in brownie mixes had a brand with a homemade, retro, and friendly neighborhood personality. As a result, it was determined that the live brand experience would be executed from people's residences instead of in person.

The proposed approach to engaging with consumers involves considering the brand personality and product to create a two-way interaction. This fosters an emotional connection between consumers and the brand, resulting in a live brand experience that remains memorable even without physical presence. By incorporating sensory elements such as taste, touch, smell, sound, and sight along with authenticity, positive connection, and personal meaning, lasting emotional ties can be formed with the intended audience.

It is vital to comprehend the target audience while developing an experiential marketing campaign. Brainstorming brand values and emotional connections alone will not suffice. Creating a two-way interaction that serves as the centerpiece of a successful campaign hinges on this understanding.

Conducting market research does not necessarily require the involvement of pricey market research companies. As long as one possesses knowledge about the target audience, experiential marketing can add value to their existence while simultaneously igniting their passion and interest towards the brand.

According to research, a

conservative Target audience is unlikely to appreciate this activity. Therefore, even if it aligns with the fun Brand personality, it may still be irrelevant to the Target audience. It's essential that emotional connections are confirmed based on the three key attributes of the product and the Brand personality, supported by multi-sensory elements. However, ensure that the Target audience finds these elements relevant to their lifestyle, aspirations, goals, and daily lives before finalizing them.

The main goal is to establish a precious tie with individuals who engage in live brand events. To achieve this, it is essential to design an emotional connection that results in authentic, robust, and profound relationships. This can be accomplished by engaging with comparable people through relevant and interesting two-way interaction or dialogue, which are the foundations for real-life relationships.

The possibility of annoying people with ineffective advertising strategies may lead them to avoid the brand or speak negatively about it. The objective of experiential marketing is to turn consumers into passionate brand advocates who promote their preferred brands. Through both qualitative and quantitative research, it is possible to determine what will resonate with the target audience during live brand experiences. During the brainstorming phase, ensure that any elements considered are relevant to the target audience and carefully consider what will make consumers excited about the live brand experience, inspiring them to engage in positive discussions about the brand.

The Two-way interaction you create should reflect the process of forming relationships and growing admiration for loved ones or friends. As such, any understanding of the target audience should be summarized and incorporated into the Two-way interaction.

The goal of the Two-way

interaction, also known as the live brand experience, is to establish a basis for your entire integrated marketing communication channels. This method demonstrates to your target audience that your brand values them. If applied to a human relationship, taking and receiving without reciprocating is not acceptable. Consumers are inclined to reciprocate as they would in any other human relationship.

Engaging and exciting consumers during live brand experiences requires real-time, two-way interactions. It doesn't matter how fantastic the 62 Experiential Marketing tactics are, if consumers don't feel like they participated, they won't care about the experience.

Despite her beauty, Joe will eventually become annoyed with the woman who only talks about herself and does not seem to care about him. He may try to stick around for her looks, but when a new, pretty woman enters his neighborhood and attentively listens and laughs at his jokes, he will leave the model and appreciate the mutual interaction with the new woman.

Effective communication in experiential marketing involves actively listening to consumers and receiving their input. Without this two-way dialogue, even the most engaging campaigns will be seen as mere entertainment. The lack of connection between the consumer and brand identity prevents a genuine relationship from forming. Creating live brand experiences that encourage interactive conversations between consumers and brand ambassadors is key to establishing this meaningful connection. These experiences can take many forms, including games, services, or other interactions that prioritize active listening.

Experiential marketing holds the capacity to establish a lasting bond, where the consumer forms strong brand allegiance over time.

Harriet aimed to conduct market research objectives by creating an Ottawa interaction with

consumers, engaging with them, and identifying the most popular flavors.

The live brand experience areas were assigned to participants based on their responses, customized according to their preferences. Understanding the BETTER 63 target audience's identity was achieved by asking about their favorite flavor, which may seem unremarkable.

To achieve successful experiential marketing campaigns, it is essential to have tailored two-way interaction that aligns with the brand personality, emotional connection, and target audience. Interactive questions that generate data and alter the live brand experience play a significant role in this process. This approach does not involve one-way communication but rather considers the BETTER model's preceding stages. By doing so, marketers can lay a strong foundation for an excellent and productive experiential marketing campaign.

The live brand experience's top-line concept revolves around two-way interaction, which will be transformed into a strategy during the experiential strategy phase in the SET MESSAGE planning system.

By utilizing these methods, you can establish meaningful connections with customers, cultivate loyalty, and impress and engage them. Though traditional approaches have some benefits, experiential marketing concepts can be even more effective, particularly when they incorporate an element that encourages participants to share the live brand experience with others.

The advantageous impact of experiential marketing is reinforced by the potent influence of word-of-mouth, as noted earlier. This underscores its potency and value as a marketing tool.

Experiential Marketing

After returning home and retrieving the photos of themselves attempting to simultaneously Juggle and Jump, the participants were able to send their picture to a friend. Additionally, they were encouraged to partake in a flash game that replicated their previous experience; this time, they had the opportunity to

hone their Juggling and bouncing skills in an attempt to achieve the highest score. The flash game effectively brought the Brand personality back to life and reinforced the mutually beneficial relationship initially established during the live brand event. The text should be kept in its original HTML format.