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FUTURE OF ADVERTISING Fall 20 Thursdays, 1-6 PM Instructors: Zach Pentel & Boriana Strzok Class 4: Personal Branding
TODAY WE’LL FOCUS ON:REVIEW LAST WEEK’S ASSIGNMENTGo over your blog posts. Discussion. Questions?QUIZSHAPING YOUR PERSONAL BRANDBuilding your portfolio for the future.• How to build your personal brand• Essential parts of a portfolio• Beyond the typical “About Me” page• Strong Work + Unique Personal Brand = OpportunitiesHOW TO GET HIREDWhat’s expected of you?How are people leveraging digital tools to promote themselves?What does it take to get hired?
“Maison Orphee is a producer of fine oils,mustards, and vinegars. [...] Their brand rests onthe juxtaposition of traditional European oilersand the modern approach of the company’sleader. There is a great sense of sophisticationand naturalness that is apparent both in theirpackaging design and through the production oftheir products.- Andi
“My only disagreement with Ms. Lang is herunderestimation of the consumer. [...] Old Spicehas created a brand that relies almost completelyon non sequitur. There’s nothing about TerryCrews’ Muscle Music that makes me want to wearOld Spice, but the humor is enough to connectme to the brand in a meaningful way.”- Kyle
““At Chipotle, we aim to do a few things but do themexceptionally well. When Chipotle first opened itsdoors in 1993, the goal was simple: to serve highquality, delicious food quickly with an experiencethat not only exceeded, but redefined the fast foodexperience…Good food IS good business.”- Molly
We treat our animals ethicallyEthical treatment makes cows healthyHealthy cows taste betterGood taste = good foodGood food IS good business
“[...] this past year, JC Penney has beenrecreating their image and the process of buyingitems in a department store. First off they startedtheir “Fare and Square” slogan in conjunctionwith the removal of coupons and discounts; inhopes that their promise of always lower pricesand no more taking time to cut coupons wouldincrease their sales. [...] This was not the case.- Miah
JCPenny simplifies shopping by guaranteeing great,hassle-free deals.
JCPenny simplifies shopping by guaranteeing great,hassle-free deals on the products you want and love.
“Consumers can relate to [POM] because theywant to be healthier, more natural and organic.The brand makes people feel like they are doingsomething to better themselves, their healthspecifically and they believe in the power ofpomegranate.”- Magdalena
“Brands like Apple and H&M strive in their markets because of theirsimple, straightforward messages that resonate with people all aroundthe world. Their credibility grows more and more because of theiractions that correlate with their core purposes.”- Bri“Its important to remember that when it comes to advertising, themost important thing for a company to do is to make sure theexperiences their audience gains from its branding is the sameexperience they gain from buying the product.”- Heather
“Bonobos; a men’s clothing company thatspecializes in making men look good from thewaste down. Pants, what this company wasfounded on. Bonobos is known for two things:1. Well-fitting men’s pant’s 2. Customer service”-David
Differentiate on style, and you’ll last as long as skinny,rolled-up khakis are popular.Differentiate on brand promise, and it doesn’t matterwhat you sell.
KNOW YOURSELF: PERSONAL CONTEXTWhat makes you unique?
What’s your personal narrative?Talent and creativity is simply not enough.What’s the bigger picture?Who are you as a social being?What are your interests, experiences, background, cultural and personality traits, etc.What’s your passion?What makes you creative?
SHAPING YOUR PERSONAL BRANDThe key to success is to be compensated based on your passion.” creativeHave you ever been called intelligent or humorous by your peers orcoworkers? That description is part of your brand, especially if youfeel those attributed pertain to you. To know if you’ve discoveredyour brand, you need to make this equation equal:Your self-impression = How people perceive you–Dan Schawbel
“It’s really important that you take as much control of your personal brandas possible, and that really starts with owning your own name…...Most importantly, students should be using their social media accounts todisplay thought leadership…”–Heather Huhman, Mashable Via Mashable
GET TO KNOW THE INDUSTRYWhy do you want to work in the ad industry?What’s your personal motivation?Learn about the industry.Be curious.Network.Explore.Acquire skills.Internships.Ask for feedback.Reflect.Do all of the above before graduation.
Advertising is like learning – a little is a dangerous thing. –P. T. Barnum
STEP 1Take a step back, and curate your best work.Select the pieces that you’re most proud of.It’s not about volume, it’s about good ideas.
Always showcase the type of work you want tobe doing in the future.–Matias Corea, Co-founder and Chief Designer of Behance
Your portfolio is only as good as your weakest project.
STEP 2Design every project so it’s memorable:• Show an overview of the project first and then share the thinking behind it.• Pick an appropriate title that describes the project.• Give the project a context with a quick description.• Include key images
“The title, a short paragraph,and first image should beengaging enough to makepeople want to look at theentire project."–Matias Corea
STEP 3Keep it simple.• The work should be the most important aspect of your site• Don’t use complex backgrounds and variety of fonts• Less sections. Focus on content.• About Page + Projects Page + (SM links) = Perfect Start
Simplicity in the interface and visual design ofyour website will push your work to the surface,where it should be.–Matias Corea, Co-founder and Chief Designer of Behance
STEP 4Brand your siteYour site should reﬂect who you are.• Design your personal brand.• Tell your story.• Have a voice & share your point of view.• Connect your process to your work.• Be authentic.
Personalize your "about" page.Tell a story. Your story!Don’t just list past jobs, the software you know oruse overinflated words to describe your skills,but be honest, real and authentic.
STEP 5Add extra details that complete the pictureYour achievements or aspirations• Awards and accomplishments.• Include your resume• Add your blog and/or Twitter feed• Be approachable and invite people to contact you:If youre looking for work, consider using a contact form on your portfolio.Wufoo or JotForm allow you to customize ﬁelds so you can ask for allthe information you need up front, like budget and timeline expectations.• Promote your work via Social Media sites only if they enhance your brand
STEP 6Manage your content.Keep your portfolio fresh.Update your profile.Ask for feedback.Evolve your work.Stay current.Make sure your SM have appropriate content.
ASSIGNMENT FOR NEXT WEEK:1. Read: “The resume is dead, the bio is king” by Michael Margolis• Review and update your portfolio site.• Design your personal brand.• Write your own story and update your “About” page.• Design your resume to match your personal branding and post on your site.2. Review Edward Boche’s “A Lecture on Fundamentals of Creative Development” andwrite a post about what you learned from his lecture “...why brands advertise, the role ofcreativity, and the characteristics that separate great ideas from the mediocre ones.”Extra point for posting a comment on his site.
INSPIRATION:“Nothing willstop you beingcreative soeﬀectively asthe fear ofmaking amistake.”— John Cleese