Brandhome returned to the Miami Ad School to assist the students with one of the most challenging briefings of the entire quarter. The students were asked to brand and campaign Wharton Business School’s latest book, Beyond Advertising. The book serves as the basis for the new Wharton Future of Advertising Program. Once again we reminded the students that there is nothing as important as a solid strategic foundation for channelling their big future of advertising ideas. The students tackled the briefing with our guidance – involvement is what it’s all about – and came up with some strong creative output.

1. Wharton University
Behind Evey Movement
February 2016

2. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved2
WHARTON UNIVERSITY
The Team

3. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved3
WHARTON UNIVERSITY
THE
TEAM Jorge Valdez Michelle Sheehan
Mariana Junger Nikita Sokolov
CW
AD
CW
AD

4. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved4
WHARTON UNIVERSITY
Debriefing

5. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved5
WHARTON UNIVERSITY
DEBRIEF
Unique Selling Point:
It’s a business transformation model for an aspirational future
Reason Why:
It provides the future model of advertising
Target Audience:
Educators, students, CEOs, practitioners
Mandatories:
360 Campaign
Redesigned Roadmap Poster
2-3 Minute Roadmap Video
DELIVERABLES

6. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved6
WHARTON UNIVERSITY
Strategic Insights

7. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved7
WHARTON UNIVERSITY
STRATEGIC INSIGHTS
The future of advertising is ever changing and the business model that companies adhere to is constantly
influx due to the the right-brained folks who constantly find new methods to make ads matter.
The scales are currently balanced, but there is a tipping point approaching the industry, a call to produce ads
that don’t follow a singular structure. By the year 2020, advertising will be moving and changing so rapidly
that if companies are unable to accept the idea of change, their survival rate will decrease incredioulsly.
All brilliant ideas have strated with a word, a thought, an ideal and created a movement, but what makes this
idea the great idea? The ability for it to be applicable through an endless amount of uses. People inhertantly
look for gudiance, a reason to justify an idea and a place to look for answers.
There needs to be a model for Connectig the left and right sides of the brain and fuse them together to
constuct a business model in which companies can thrive for decades to come.
Religion is the pursuit or interest to which someone ascribes supreme importance.
Consumerism is the new religion.
PROCESS

8. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved8
WHARTON UNIVERSITY
STRATEGIC INSIGHTS
KPI’s
Book Sales
Social Chatter
Podcast Subscribers
LinkedIn Interactions
Google+ Hangouts
ACHIEVEMENTS

9. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved9
WHARTON UNIVERSITY
The BIG Idea

10. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved10
WHARTON UNIVERSITY
THE BIG IDEA
RATIONALE
A message needs to be conveyed that all books are not created equal.
Beyond Advertising is the bible for advertising insights of the past, present and future successes.
Business professonals are constantly on the move and afraid of change, so this is where we need to
target them.
WHAT | HOW | WHY

11. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved11
WHARTON UNIVERSITY
THE BIG IDEA
CREATIVE PLATFORM
Behind Every Belief
there was a Book

12. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved12
WHARTON UNIVERSITY
Creative Output

13. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved13
WHARTON UNIVERSITY
CREATIVE OUTPUT
Podcasts
Guerilla Marketing
Digital Interactive Ads
Print Ads
EXECUTIONS

14. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved14
WHARTON UNIVERSITY

15. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved15
WHARTON UNIVERSITY

16. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved16
WHARTON UNIVERSITY

17. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved17
WHARTON UNIVERSITY

18. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved18
WHARTON UNIVERSITY

19. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved19
WHARTON UNIVERSITY

21. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved20
WHARTON UNIVERSITY
Reflection

22. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved21
WHARTON UNIVERSITY
WHAT WE LEARNED
To target the correct demographic of consumers for this particaular message, it is important to identify key
conponets to which they absorb media. Through realizng who are demographic was we brainstromed some
of the best future advertisng platforms to market through:
1. Make it Casual
- Create Google+ launch party to generate buzz and hype about the book. It will help create an audience
for future marketing via Google+ Hangouts to engage consumers with the book and advertising model.
2. Create a Sense of Urgency
- Offer Promotions/Coupons/Bundles, essentailly offer a free product to accompany a product that
already exsist so that it feels like the user is getting beyond just a book but an entire set of tools to learn
from.
3. eBooks
- Promote the book as an eBook on well through Kindle or iBooks that way the users that prefer this
method form of reading have accessiblity to it as well
TAKE AWAYS

23. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved22
WHARTON UNIVERSITY
MARKETING STATEGIES

24. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved23
WHARTON UNIVERSITY
MARKETING
To target the correct demographic of consumers for this particaular message, it is important to identify key
conponets to which they absorb media. Through realizng who are demographic was we brainstromed some
of the best future advertisng platforms to market through:
1. Make it Casual
- Create Google+ launch party to generate buzz and hype about the book. It will help create an audience
for future marketing via Google+ Hangouts to engage consumers with the book and advertising model.
2. Create a Sense of Urgency
- Offer Promotions/Coupons/Bundles, essentailly offer a free product to accompany a product that
already exsist so that it feels like the user is getting beyond just a book but an entire set of tools to learn
from.
3. eBooks
- Promote the book as an eBook on well through Kindle or iBooks that way the users that prefer this
method form of reading have accessiblity to it as well
STRATEGIES

25. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved24
WHARTON UNIVERSITY
MARKETING
To target the correct demographic of consumers for this particaular message, it is important to identify key
conponets to which they absorb media. Through realizng who are demographic was we brainstromed some
of the best future advertisng platforms to market through:
4. Consignement
- Offer bookstore incentives for advetsing your book in more visable locations of the store and create a
unique or beautiful visual in which to display the book to catch consumers attention.
5. Donate
- Everyone eventually has to go to the Doctors/Dentist/etc. and there is always a wait. Make sure to
target your audience and give them something worthwhile to read or become interested in while
waiting for their appointement.
STRATEGIES

26. identity driven brand building®
strategy | communication | implementation | falconplein 30 | 2000 antwerpen | belgium | +32 (0)3 237 05 95 | brandhome.com

27. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved26
WHARTON UNIVERSITY
Thank You

28. A
M
IA
M
I
A
D
S
C
H
O
O
L
B
R
IEFIN
G
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved27
WHARTON UNIVERSITY
CONTACT
US
Jorge Valdez Michelle Sheehan
Mariana Junger Nikita Sokolov
MARI.JUNGER@GLOBO.COM n-sokoloff@mail.ru
JORGE.VALDEZ001@GMAIL.COM MICHELLENOELAD@GMAIL.COM