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An example
An example
An example
An example
An example
An example
An example
An example
An example
An example
An example
An example
An example
An example
An example
An example
An example
An example
An example
An example
An example
An example
An example
An example
An example
An example
An example
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An example
An example
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An example

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This is an example of a brand strategy written by me, based on primary (i.e. interviews) and desk research.

This is an example of a brand strategy written by me, based on primary (i.e. interviews) and desk research.

Published in: Technology, News & Politics
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  • 1. Brand Strategy for:Abu Dhabi Science Center (ADSC)
  • 2. ChallengeWith the purpose of reducing its dependency on oil revenue, the UAEgovernment is keen on nurturing a knowledge-based society that thrives onthe back of innovation. Unfortunately very few Emiratis opt to pursue careersrelated to science and technology, an issue that its becoming a roadblock inthis transformation.Abu Dhabi Science Center (ADSC) is a government initiative conceived toaddress this. Its first manifestation will be in the form of a state-of-the artinteractive museum where kids, their parents and the wider community canlearn about a wide range of science-related subjects.But ‘buildings’ by themselves don’t change people’s behavior. TheChallenge is then to articulate ADSC’s role in a way that’s that is trulyengaging and inspiring for young Emiratis and their families.
  • 3. At Leo Burnett we believe thatbrands mustserve a Purposein people’s lives.
  • 4. So, what is ADSC’s purpose?
  • 5. We have a distinctive approach to answer this question: HumanKind
  • 6. HumanKind WHO A brief description of the PEOPLE we are trying to reach FUEL BEHAVIOR CONVICTION PURPOSECultural What people What the Brand Why the Brandmomentum that are doing as a believes in. exists inpropels the result of the What the Brand HUMAN terms;Brand‟s cultural is passionate needs to beconviction. momentum about. grounded in the (fuel). Brand‟s core business.
  • 7. WHOA brief description of the PEOPLE we are trying to reach
  • 8. ADSC has a myriad of stakeholders, who all have differentneeds and interests:Emirati youthParentsTeachersGovernment institutions
  • 9. “Science is fun! I like biology a lot. I “when I think about science I think of want to do health science in the future” - Emirati Girl, 9 years old numbers and complicated stuff.” - Girl, 11 years old“I learn more in science class than inEnglish class. My science teacher isreally good” - Emirati Boy, 11 years old “I don‟t like science because it‟s hard…” “people who have jobs in science are nerds… I don‟t want to be like them. - Emirati Boy, 11 years old “People who work in science see “Science is about the space things other humans can‟t.” and the planets.” - Emirati Girl, 15 years old - Emirati Girl, 15 years oldSource: face-to face interviews.
  • 10. “We try to make science easy tounderstand. We also try to make itentertaining, otherwise students getbored…” School Teacher
  • 11. “I want my children to besuccessful when they grow up.” Emirati mother
  • 12. "Abu Dhabis vision is to build aknowledge-based society and isinvesting heavily in technologyindustries to achieve this"Ahmed Al Calily, Director General of the AbuDhabi Technology Department Committee.
  • 13. WHOPeople interested incontributing to UAE‟slong term success.
  • 14. FUELCultural momentum that propels the Brand‟s conviction.
  • 15. The UAE is constantly surprising the world…Yas Marina Circuit Masdar City Burj Khalifa
  • 16. FUELGreat wealth hasmade of the UAE aplace whereanything is possible.
  • 17. BEHAVIORWhat people are doing as a result of the cultural momentum (fuel).
  • 18. Subjects Studied in Higher Education Institutions in UAESubject Undrgrd students Postgrad students All StudentsMedicine & dentistry 17 0% 15 0% 32 0%Subjects allied to medicine 140 1% 20 0% 160 1%Biological sciences 79 0% 39 0% 117 0%Physical sciences 236 1% 39 0% 274 1%Mathematical sciences 157 1% 77 1% 234 1%Computer science 1,022 6% 578 6% 1,600 6%Engineering & technology 2,123 13% 694 7% 2,816 11%Architecture, building & planning 393 2% 154 2% 547 2%Social studies 393 2% 154 2% 547 2%Law 79 0% 39 0% 117 0%Business & administrative studies 9,434 59% 7,209 76% 16,643 65%Mass communications & documentation 1,179 7% 39 0% 1,218 5%Languages Less than 20% of 154 314 2% 2% 469 students specialize 2%Historical & philosophical studies in a 79 0% 39 0% science-related subject. 117 0%Creative arts & design 314 2% 116 1% 430 2%Education 79 0% 116 1% 194 1%Total 16,038 63% 9,479 37% 25,517 100%Source: British Council
  • 19. “Sectors where qualification requirements are lessrigorous, and promotion is easier to come by -such as finance or banking - have proved morepopular with Emiratis.”Dr. Naji al MahdiExecutive Director of the National Institute for Vocational Education
  • 20. BEHAVIORA privileged life ismaking peoplecomplacent.
  • 21. CONVICTIONWhat the Brand believes in. What the Brand is passionate about.
  • 22. We all are born explorers, but weforget this as we grow older…
  • 23. CONVICTIONWe all have aninnate sense ofexploration thatshould be kept alive.
  • 24. PURPOSEWhy the Brand exists in HUMAN terms; needs to be grounded in the Brand‟s core business.
  • 25. Science and technology are toolsto explore the world around us.But they are void if there isn‟t amotivation to use them.Curiosity is that motivation.
  • 26. PURPOSEADSC exists tonurture people‟scuriosity.
  • 27. ABU DHABI SCIENCE CENTER Brand Purpose WHO People interested in contributing to UAE‟s long term success. FUEL BEHAVIOR CONVICTION PURPOSEGreat wealth A privileged life We all have an We exist tohas made of is making innate sense of nurturethe UAE a people exploration people‟splace where complacent. that should be curiosity.anything is kept alive.possible.
  • 28. ADSC‟s brand purpose adopts the role of the guiding principle thatinforms every activity the organization engages in. Community Public outreach relations Nurturing people’s curiosity School Advertising programs and partnerships New product development
  • 29. The Center is then an „act‟ that stems out, in a very natural fashion,from ADSC‟s brand purpose: ADSC nurturing people‟s curiosity „The brand‟ act Ignites visitor‟s curiosity through its galleries and activities. Shows how science and technology are the means to explore the world. „The Center‟
  • 30. Abu Dhabi Science Center Launch Campaign Creative Idea & Launch Program
  • 31. The brand purpose also provides direction to establish ADSC‟s central creative idea. This idea will ‘face the outside world’ and serve as the creative platform for the development of the communication campaign that will promote the opening of the Center (i.e. physical premises): The place to askIt is strongly linked to ADSC‟ brand purpose at different levels:  It makes reference to the most intuitive way people manifest their curiosity i.e. asking questions It indicates the interactive nature of the center It proposes the audience to adopt an active role  It suggests an ongoing relationship between the Center and its different audiences.  Its direct and „intellectually accessible‟ to everyone.
  • 32. Our strategic approach to the opening of the Center is based onassigning a different roles to the communication throughout thethree phases, while leveraging different media channels: PRE-OPENING OPENING POST-OPENING Target audience: Target audience: Target audience: Emirati kids Emirati kids Emirati kids School teachers School teachers School teachers Parents Parents Parents Role of the communication: Role of the communication: Role of the communication: To build awareness, To trigger action i.e. footfall To get people coming back anticipation and interest and spreading the word. around the Center opening. Desired response: Let‟s go to the center today. Desired response: Desired response: Let‟s call to book a school I like to frequent the Center ADSC seems fun. I would visit. as they‟re constantly doing like to go when they open. different things. Media: Media: School visits Media: School visits Radio spots Email Newsletter Brochures Print Online social media Posters Posters Website Print Outdoor Print Mall activations PR Posters Website PR

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