Jennifer E k el em e “Don’t ever forget that you come from a Nigerian family...” is what my mom told me the day I left for college. brand strategist for hire I got in my car to drive to school and thought, ‘I hope she won’t be upset once she finds out that I really just want to travel the world and meet the love of my life.’ Although I haven’t met the love of my life--yet; I have had an opportunity to travel to Europe and South America. I’ve learned through my travels that I enjoy figuring out how people think and behave. Every encounter with someone new prompts me to think about their family history, what makes them laugh or their favorite music. Most psychologists will tell you that a person’s family life has a significant affect on their world view, how they view intimacy, and their sense of humor. Although the answers may seem insignificant, the answers offer great insight into a person’s disposition and what motivates them. Just in case you wanted more insight into my personality and what motivates me, here are my answers to the questions I often ask others: Family history My Nigerian-American background often set me apart from others 1 and made me feel different. But I understood and appreciated early on that being sensitive and empathetic to others can actually make your life better. What makes me laugh Dave Chappelle is by far my favorite comedian; not merely 2 for his jokes but for his intellect and gift of storytelling that tickles my heart and mind. Music My favorite new artist is Janelle Monae. Her voice is beautifully melodic 3 and her music reminds me of the last part of what my mother told me the day I left for college... “...you are passionate, smart and destined for greatness.”
Lenovo is a company with strong brand recognition on a global scale and is Brand at the top of consumer consideration-- in China. Our campaign was developedcampaign to answer the challenge of how to launch Lenovo into a competitive market, North America, and develop a strong brand voice in a cluttered PC №1 marketplace.
LENOVOBRAND CHALLENGE: METHODOLOGYMove consideration of the brand from no. 9 to no. 4. Market trend reports Consumer interviews US census reportsBRAND RESEARCHAlthough Lenovo’s products are superior in performance,when consumers were asked which brand they would PRODUCT FOCUS The ThinkPad is the marquee product of theconsider purchasing next, the top competitors remained Lenovo brand and is the most differentiated.Dell, HP Apple, Sony, Toshiba, and ACER. Long battery life | Versatility | Durability OPPORTUNITY Position Lenovo as the other ‘smart’ choice in the space between Apple and Sony.
AUDIENCE The DOERs, is the audience established by the brand and described as those who create for the creators. SHARPEN THE FOCUS this audience is too broad needs to be narrowed In the minds of US consumersthe Lenovo brand doesn’t stand for anything EXAMINE THE Current brand equity CULTURAL CONTEXT Category leader in China and globallyWe explored the cultural and social factors that Social Media Followinginfluence the essence of the Lenovo brand: First and second generation Americans are the primary consumers interacting with Lenovo Young adult experiencesUS Immigrant population 36 million and growing } NEW MARKET OPPORTUNITY Discovering the cultural and social dynamics of 1st and 2nd generation Millenials
INSIGHTS Young Millenials, 18-24 College educated, creatively inclined Truly embody the DOER mindset Ambitious, go-getters Their parents recognize the Lenovo brand for its durability THEIR STORY Contrary to what we assume about this target: Stereotype Forced into hard sciences by their parents Reality They actually enjoy what they do NEW AUDIENCE1st & 2nd Generation Americans Caveat They can and want to do more Insight They put equal energy into their work and their passions
IMPLICATIONS ...what this means for the brand } COMMUNICATION STRATEGY They are inspired by actions rather than words PRODUCT Increase their consideration through demonstration TACTICAL CONSIDERATIONSPLATFORM PRODUCT Provide a platform to do great thingsThey want an They need durableopportunity tools to handle Demonstrate product durabilityto do more their energy Inspire others to do more
THE CONCEPT The world’s toughest internship program brought to you by the world’s toughest computers. THE PROGRAM Interns + TED Mentors + Lenovo 4 days in a remote location with limited resources Challenged with a task to solve a community problem HOW WE REACH OUR TARGET Recruitment on college campuses with the brightest students Leverage the platform of TedTalk Mentors to increase awareness Document the events for reusable content as a reality web series WHY THIS WORKS Engages the new audience in a fresh, relevant way Demonstrates Lenovo’s product durability Gives Lenovo a brand voice that stands apart from their competitors Credits: CBM: Jennifer Ekeleme CS: Amit Gurnani AD: Sarah Thomas CW: Sam Ridgeway CT: Tim Hurt
brand campaign,BORDERS: holiday marketing Awarded Silver at the Richmond Show 2011
With fewer brick and mortar stores than Barnes & Noble by almost half and Brand trailing in online sales, it was clear that Borders needed to make their stores acampaign place that people would drive out of their way to visit. Our challenge was to develop a strategy that would encourage more visits and increase brand №2 awareness with avid readers.
BORDERS SITUATION: The advent of the internet, increased competition from mass retailers, the economic depression and the digitization of books have contributed to COMPETITIVE SET declining sales in Borders bookstores. The competition among booksellers is fiercely competitive, however Borders still has a unique advantage over the competition that can leveraged in their favor. Consumers are purchasing strength weakness books elsewhere not conducive Rising demand of eReaders price for browsing Books purchased online are most stores, cheaper only stocks for popular the masses selection Books are readily available in other venues like supermarkets booksellers for no selection beyond Few stores than Barnes & Noble less best sellers convenient, digitized reading cheap experience best lifestyle, great experience niche selection not publicized
BORDERS store features More niche Borders carries a large selection of books that cater to the reader with unique interests Selection tailored to community Each Borders bookstore has their book selection tailored to the needs and requests of their surrounding community Lower shelves for easier browsing Borders bookshelves are lower than their competitors to create a better browsing experience Kiosks to help you find what you’re looking for Each bookstore has a free-standing kiosk to help readers easily locate the books they need
TARGET Knowledge Questers30-44 year old married womenHHI $75k+Self-proclaimed intellects;Wide range of interests INSIGHTSLike to try new things - They want a reading experience that is outside of what popular culture is reading - They want access to more titles that represent their unique interest BRAND STRENGTH Borders caters to the real book reader by providing a better browsing experience and a selection tailored to their interests. STRATEGY Create an experience of discovery that allows readers to find the perfect book.
NON TRADITIONALOur print & OOH campaign features a stream-of-consciousassociation of books showing that at Borders, there’s alwaysa new book to discover.Large metro areas are dense with a highly educated population and generally, peopleare just bored waiting for and riding the train. Borders will set up a bookshelf andinside each book will be an inscription asking commuters to pay the gift of a bookforward. Inside of the books are tracking codes where people can follow the book’sjourney through a city, keeping Borders top of mind. Credits: CBM - Jennifer Ekeleme, CS - Kelly Mertesdorf, AD - Allyson Otis, CW - Richard Langhorne, CT - Marc Andrew Stephens
Brandstrategy Case ASSIGNMENT Develop a concept for a small kitchen appliance №1
SITUATIONAs the recession continues to affect overall spendinghabits, consumers are finding more ways to cook athome instead of eating out. CULTURAL CONTEXTAs a result of more people cooking at home, viewership ofcooking shows has grown. Of the consumers that are mostengaged with cooking shows, the majority own basickitchen utensils but aspire to master the art of cookingbeyond on-the-go meals.
climate consumer cultAUDIENCEFood Adventurists Demographic profile F 18-34 years old adults -1 Millenials HHI of $50k+ -4 40.5 MM in the US -M Psychographic profile -H Wants user friendly kitchen appliances Purchase is influenced by price, performance, then ease of use. climate consumer -cult S Brand conscious and seek to find consistency with product offerings th Values 66% enjoy entertaining at home 69% like to try out new food products 82% like to try new food recipes Sunday, October 24, 2010 82% report that it is important to try new things
OBSTACLE Food Adventurists don’t thinkthey are ready or worthy of a quality kitchenapplianceOPPORTUNITY Develop a small kitchen appliancethat bridges the gap between ‘out of my league’ and‘simple starter item’.
PRODUCT CONCEPTFood processor + Cooking Coach + Music PlayerThe SKA that translates the complicatedlanguage of advanced recipes into easy steps.FUNCTIONALITY The food processor functionguides the user through recipes of their favorite dishes usingwireless technology and Pandora internet radio.BRAND PROMISEWith our help you won’t just cook--you’ll be a cook.
BRAND IDENTITY Brand Spirit Our brand identity is fundamental to the way we communicate. It’s the way we present ourselves to customers, shareholders, suppliers and communities. It distinguishes us effectively from our competitors, visually connects our products and services to Style our company and provides a recognizable endorsement of quality. Clean Our priority above all else is to provide the customer with a product that can deliver a unique experience unlike any of our Modern competitors. Mastering the art of cooking is about fostering a curiosity for new experiences, enduring the patience of continuous Timeless trials and all the rewards that great cooking brings. Brand Voice Color Codes Honeysuckle Attribute What it means It sounds... But doesn’t sound... PANTONE 18-2120 Color Peapod PANTONE 14-6324 Having or showing Practical and Sophisticated Smart Lofty and esoteric quick-witted intelligence straightforward Fun Beeswax PANTONE 14 -0941 Easy-going and Insipid, condescending Fun Cheerful and lighthearted pleasurable or obnoxious Exotic Lavender PANTONE 15-3817 C 5 R 204 C 43 R 153 Characterized by deep Warm + Cold Reflective Gracious and respectful Curt or cheeky M 90 G 51 M 35 G 153 Silver Cloud thought PANTONE 15-4502 Y 75 B 51 Y 35 B 153 K 0 K 1 #CC3333 #999999 Typography Imagery Materials The imagery treatment for all packaging, store display, print and digital communications should evoke a clean and modern aesthetic. Other imagery that can Elegant Coolvetica be used with the brand include large, detailed photographs of vegetables and fruit on a black or white background. Durable Digital The Coolvetica type is our brand font for packaging and print. This font is straightforward, yet whimsical and should be used only in conjunction with the FM logo. Personality Smart Helvetica Fun Reflective The Helvetica type is our brand font for all online and customer facing communications.
PACKAGING Team: Creative Brand Managers; Jeremy Paredes (also provided art direction), Sarah Weeden, Lin Chai, Molly Hobcroft
brand identity +MIXSTIX: new product marketing
Brandstrategy Independent Brand Study Mixstix,LLC Case Audience and product research + strategy and brand development №2
BACKGROUND Mixstix LLC, is a start-up ventureled by an entrepreneur and investor based in Raleigh, NorthCarolina. He had an initial product concept, that was in the earlystages of development but needed marketing consultation toproperly launch the product into the alcohol mixer category.MY ROLE Provide consumer research, brand strategydevelopment, visual identity, and packaging needed to build abrand platform.PRODUCT OVERVIEW Mixstix™, is apowdered alcohol mixer with no sugar, 10 calories, enrichedwith B vitamins (B6 and B12); which are water solublecomponents of the vitamin B complex known to aid inmetabolism and known for its energy boosting results. Eachpacket contains one serving of a fruit flavor blend without liquidmixer or flavored alcohol.
HOW TO USE THE PRODUCT FILL YOUR 8-10 oz. POUR IN 1 to 2 SHOTS EMPTY 1 PACKET FILL GLASS WITH GLASS WITH ICE. OF YOUR FAVORITE ALCOHOL INTO GLASS WATER AND STIR MIX....STIR...and ENJOY!
RESEARCH GOALS Research to ﬁnd themost viable consumer for the product was examinedin three parts; the market, consumer and product.METHODOLOGYMINTEL, IBIS WORLDWIDEONE-ON-ONE INTERVIEWSONLINE CONSUMER SURVEYMRI/SIMMONS DATASPIRIT & ALCOHOL TRENDS
Market Consumer Product KEY FINDINGS As consumer confidence Health concerns Quality of taste remains declined, shifts in drinking affect consumption a determining factor in moved from the bars to homes. decisions continuous trial S I T U AT I O N Consumers areSITUATION The decline in SITUATION The decline in spirit increasingly becoming more healthspirit sales amplify the greater sales amplify the greater shift in conscious and want more controlshift in drinking habits drinking habits over what they put in their bodies.FACTS In the same time period, FACTS 38% of adults under age 35 FACTS Over 80% of respondentsfrom 2007 to 2009, on-premise would drink more if there were during an alcohol focus group,sales of spirits declined, while off- functional benefits included in their reported a preference for mixing thepremise sales increased by 1.3% alcohol beverages (i.e. vitamins). product with vodka over rum and gin. INSIGHT INSIGHT INSIGHT Recession = Reduction of Consumers are wary of the Consumers want flavors they indulgences consequences of drinking readily recognize; the functional benefits only add to the experience
Vert% Index I enjoy entertaining people at my home 24% 117 Normally count calories in the food I eat 29% 143 I am currently dieting 15% 156 I like to try out new food products 60% 124 Fattening food makes me feel guilty 48% 136 Good at convincing other to try new things 40% 120 PRIMARY TARGET WOMEN AGE 21-44 YRS Vodka drinkers Health conscious Target size: 12,547,000 (market potential)Source: Simmons 2010
PRODUCT OPPORTUNITY Provide a newway for consumers to experience their favorite spiritswithout stressing their bodies or their wallets.BRAND OPPORTUNITY Provide a product thatallows them to enjoy drinking and relieves the adverseeffects of drinking alcohol.BRAND POSITIONING Mixstix eliminates theconsequences without removing all the fun and flavor.COMMUNICATION STRATEGYEnjoying cocktails doesn’t have to come at a price.
BRAND IDENTITY BRAND COLORS FLAVORS Green Appletini Green Appletini Blue Razztini Peach Mango Margarita Blue Razztini Peach Mango Cosmopolitan Strawberry Mint Mojito Cosmopolitan Strawberry Mojito Lemondrop Lemon Drop
Clean | Modern | Fruit Inspired | Isolated Imagery
The best example of AE currently, can be seen within the social provides another way for brands to positively affect the lives of media landscape. The platform has not only changed the way we the consumers they serve. “...Leveraging proximity to garner engage our consumers, but it has also changed our ideas about better and more relevant insight is of course valuable.” Alain proximity and the ways in which we create feelings of intimacy Sylvain, CEO of Sylvain Labs, agrees that proximity has always between individuals and companies. guided advertising. “The degree of importance for proximity [for brands] is sure to increase over time. As technology continues to Joshua Bletterman of TBWA/Chiat/Day, explains, “...the discon- advance, it can be argued that brands will become so ingrained nect between expectation and reality has a few causes. First, in my daily life that I will not even know its advertising. It will back in the day social media was the new evolution of digital/ become more about utility and the experience of catching me in human communication. It used to be where someone up top, my moment." who only knew about the web through his or her kids would say “we need this website.Can you have it up by Monday?” And the Ultimately, understanding the user is at the heart of adaptive young leader of the web team had to explain the digital produc- experiences--and a crucial distinction - as further explained in the tion cycle. The same happens now with social media. Because January 2011 article in WIRED magazine about artiﬁcial intelli- of the immediacy of posts and tweets, people expect instan- gence, “...no social network (or brand) can stand alone; consum- taneous success. But it takes so much more than that; it takes ers provide the details and comments that bring those networks orchestration, a blueprint and a bunch of other metaphors for a and the brands that live there to life.” sound, thought thorough, sustaining engagement.” So how is this shaping the future of our media? What Joshua explains, is the constant discussion marketers and their clients have about understanding the landscape and how “There is deﬁnitely macro trends driving the creation rather its changed the rules of engagement. Today it won’t be enough than ﬁlling of media. The ubiquity of the internet has provided a to just understand those rules, but to stay ahead, we must also direct connection to anyone [or brand] - and provides the possi- redeﬁne them ourselves by becoming less about the telling bility of earning what we previously bought from media compa- by jennifer ekeleme & jeremy williams consumers about products and more about providing ways to nies: aggregated attention of relevant customers and prospects. improve their lives. This presents the inherent challenge of media itself - that earning attention isnt easy.” Alain asks, “Why are adaptive experiences more importantOur parents always say, “Tell me who your friends are and I ll tellyou who you are.” We can all agree that friends are with you dur- more about the emotional experiences and subtler understand- ing of preferences that incite action from consumers. The future of AE is not so today, than twenty years ago?” What s so special about today?”ing your highest and lowest points. You may not always be ableto see or hear from your friends, but what matters most, is having According to Faris Yakob, Chief Innovation Ofﬁcer of MDC much shaping media and advertis- “Adaptive experiences allow brands to evolve and change in real time to adapt to it s consumers changing needs every second.your friends when you need them. Now, imagine if you had afriend who could help you reach your goals, but chose not to? Partners, “building adaptive experiences will allow brands to continuously learn about peoples behavior and perceptions--and ing, but rather it is a funda- A real time barometer of what users want. You couldn t do it twenty years ago.”These friends we are referring to are brands. change those settings in real time because, of course, people change in real time.” mental dimension and evolution of All of our discussion leads to one point.The concept of adaptive experiences (AE) best describes the In terms of culture - adaptive marketing and experiences is the modern media and advertising. Brands today not only have the power to inﬂuence our percep-ephemeral nature of consumer needs and has been described asthe new frontier of behavioral targeting. “If we can create experi- industry answer to consumers need for mass personalization and customization. The transient and ﬂuctuating needs of grow- - Earl Cox tions and thoughts, they also have a greater responsibility to pro- vide the tools that can improve peoples lives for the better. Withences that become ﬂuid part of people s lives, instead of inter- ing segmented markets has resulted in consumers demand brands becoming so embedded in our daily lives, there is greaterruptive events, the interactions people have with brands become for more variety and a greater desire to place their mark on the burden on them use the information they work so hard to gain,more like a real relationship, and less like a sales pitch,” says collective. to help unlock human potential. As marketers, it will be our jobMark Avnet, professor and head of Creative Technology track at The more consumer-centric a brand becomes, the greater the in the coming years to intimately understand our consumersthe VCU Brandcenter. “In my opinion, AE is closer to the concept of AI (artiﬁcial intelli- opportunity a brand has to provide utility and in turn, more po- behaviors and motivation; and use adaptive experiences to not gence), but is a more ACTIVE rather than passive form of adapta- tential for consumers to shape the experience they want. Again, just educate us of what they want, but ultimately inform us onAccording to marketers, the power of successful marketing and tion - interpreting preferences based on behavior”, as explained creating those opportunities for consumers, not only lays the the ways in which we can successfully help people lead moreadvertising has less to do with what brands tell consumers, but by Earl Cox, Partner and Head of Planning at The Martin Agency. foundation for increased brand awareness and loyalty but it also rich and fulﬁlling lives. Credits: Writers: Jennifer Ekeleme, Jeremy Williams; Art Direction: Hannah Choi
WRITER FATHER POET AFRICAN AMBASSADOR AMERICAN LIBERALERUDITE TRAVELER FROM DUO BLACK STAR HUSTLER LEADERGAMER PUSSYLOVER MUSIC INNOVATOR BLACK GOD-FEARER DANTELOVER SPANISH-SPEAKER ACTOR & RAPPER CITY-DWELLER HIP-HOPSNOB HUSBAND ART BUYER BIBLE READER MASTURBATOR BOOGIEMANOBAMA-SUPPORTER EMMY/GRAMMY WINNER JDILLA FAN PLAYERLYRICAL WRITER FATHER POET AFRICAN AMBASSADOR AMERICANANN COULTER-HATER LIBERAL ERUDITE GAMER PUSSYLOVER MUSICINNOVATOR BLACK SPANISH-SPEAKER DANTE BLACK ON BOTH SIDESACTOR GOD-FEARER MOS DEF A.K.A. DANTE CITY-DWELLER FOODIEHIP-HOP SNOB MUSLIM HUSBAND ART BUYER BIBLE READER ANNCOULTER-HATER lover RUMOR STARTER gamer ANIME-FAN man VERBALCONDUIT JDILLA FAN LYRICAL SPANISH-SPEAKER HEALER-LEXICON-CREATOR-STORYtelleR aurora 401 e grace street richmond va 09.11.2009
Winter isn’t anything new.But this one is different--an engaging affair of the mindthe test of fears not yet conquered,all to be revealed in time.Apparent and clear like the full moonThe gravity of these adventures takes my breath,And steals my somberlike the nightmares that end in death.I want my certainty...no doubtmapped out straight line to a fulfilled life.All I want is distant travel, good foodand time to be a wife.I never fear what I’ve have donethat people may find out,only fearing when people seek me,they may see my might succumbed to doubt.But I’ll continue my journey inward facing out,hoping the gasoline line becomes lit and leaves a trail.I’m still young they say; take your timedon’t be afraid to fail.The world is still here, nothing new...butI see what I see and I don’t like the view.
Greeting Letters Copy: Happy Birthday! This day is so wonderful because it is the day the world was blessed with another beautiful soul. You see your birthday is not just a celebration of another year in good health and fortune. For me your birthday is a special time when we get to savor in the memory of time spent loving you through your bad days and good ones too. Your birthday really isn’t about your happiness but about the happiness you bring to others every time you smile, say hello, ring me up, or kiss me goodbye. Today, I celebrate the goodness that is life and the opportunity and hope of spending more ays loving you, d This day is so wonderful because it is the day the world was blessed with another caring for your heart and offering in return what you bring to me-- love. So beautiful soul. You see your birthday is not just a celebration of another year in good health and fortune. For me your birthday is a special time when we get to savor in here’s to you...because when we celebrate your life we also celebrate mine. the memory of time spent loving you through your bad days and good ones too. Your birthday really isn’t about your happiness but about the happiness you bring to Happy Birthday! others every time you smile, say hello, ring me up, or kiss me goodbye. Today, I celebrate the goodness that is life and the opportunity and hope of spending more days loving you, caring for your heart and offering in return what you bring to me-- love. So here’s to you...because when we celebrate your life we also celebrate mine. Happy Birthday!