The document outlines various activities aimed at enhancing brand understanding through consumer experiences and insights. It details methods such as keeping diaries, letter writing to brands, and group discussions to explore feelings and perceptions related to specific brands. Additionally, research was conducted to unlock insights about cosmetic brands from the perspectives of women across the U.S.

1. Activities
for Brand
Understanding
Master Class
© Copyright 2013 Revelation Inc.
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2. Wait, what’s a brand?

3. A brand is the idea or image of a specific
product or service that consumers
connect with, by identifying the name,
logo, slogan, or design of the company
who owns the idea or image.

4. A brand is the set of
expectations, memories,
stories and relationships that,
taken together, account for a
consumer’s decision to choose
one product or service over
another.

5. That sounds like experience...

6. “Brand experience is conceptualized
as sensations, feelings, cognitions,
and behavioral responses evoked by
brand-related stimuli....”
— J. JOŠKO BRAKUS, BERND H. SCHMITT, & LIA ZARANTONELLO in ‘Brand Experience: What Is It?
How Is It Measured? Does It Affect Loyalty?’ [2] 2009’s May edition of ‘Journal of Marketing’

7. © Copyright 2013 Revelation Inc.
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8. Behaviors

9. Context

10. Emotions

12. We can use activities to explore
consumer experiences
Behaviors
Diaries & Journals
Emotions
Projective exercises like metaphor
explorations and storytelling
Context
Photo/video show me’s & tours

13. 4
Activities for
Brand Understanding

14. Spotter Diary
In this activity, please keep a photo diary of all the media you
encounter for Brand___________. Please record in your diary
below any time over the next 5 days that you:
•
•
•
•
•
See a TV ad
Pass a billboard (stationary or on a bus, streetcar, subway, etc.)
Hear a radio spot
Encounter a web ad
Read a print ad
Please take a photo of where you are when you spot the brand.
Thank you!

15. Photo Metaphor
For this activity, I'd like you to use your digital camera to take two
pictures:
The first picture is of something that represents Brand X to you. The
picture can be of anything – except the brand logo.
Then next picture is of something that represents Brand Y....
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16. Letter Writing
Today we are going to do something I suspect you have thought of
doing, but may have never actually done…write a letter to a Brand.
You can use this letter to tell the Brand anything. You can tell them
what you want and are not getting. You can tell them how they can
improve. You can tell them what they are doing wrong or what they
are doing right. You can tell them how the rewards are working. You
can tell them how you feel about their ads. You can write anything
you want them to know.
So fire away…
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17. Can it Go There?
In this activity we are going to discuss a new idea as a group. The
idea that we are going to consider is _____________________. Our
task in this discussion is to decide whether the idea is a good fit for
the _________ brand. We need to decide if the Brand "can go there."
The activity works in two parts. First, you post your answer on
whether you feel the idea makes sense for the brand and explain
your reasoning. After you post your answer, you will then be able
unlock other people's answers and comment on them. The second
part of your task is to read other people's responses and comment
on one you agree with and one you disagree with. Of course, please
be respectful of everyone's responses! Thanks!
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18. OBJECTIVE
Unlock insights around three key
cosmetic brands
CHALLENGE
Research was conducted for a pitch so had
a tight time line and budget
PARTICIPANTS
20 women across the U.S.
DURATION
2 days of active time
Moms & Teens
5 months, 3 phases:
1. Deep dives
2. Concept tests
3. In home tests

19. Project Timeline
Day 1
Day 2
GETTING TO KNOW YOU!
Day 3
BRAND IMAGE
MAKE UP DAY
SHOW ME
LETTER WRITING

20. Day 1 // Show Me
STORAGE
“All of my makeup is in my
downstairs bathroom where I get
ready in the morning, small stuff is
in the blue three drawer container
on the counter, larger items in the
bin on the right.”
FAVORITES
“These are my favorites - Pink
Quartz Minerals foundation
because it doesn't make me break
out, Rimmel Stay Matte powder for
touchups and to reduce shine
during the day, HoT Topic eye
shadow duo in red/black for
evenings, Pink Quartz Minerals
powder shadows for day, Loreal self
sharpening eye liner because it
doesn't irritate my eyes or smear, a
kabuki brush for the foundation,
and a Victoria's Secret mini
atomizer.”
CLOSET
“Everything in my closet is work
clothes, everyday/non-work
clothes are kept in drawers. I'm
usually at work anyway.”

21. Day 2 // Brand Image Exercise
MILANI
REVLON
NYC

22. Day 2 // Dear Brand
Dear CEO of Milani,
As a hardworking professional who takes great pride in my personal
appearance each day I look for a brand of cosmetics that can keep up with
my hectic routine and personal needs. Milani has not presented itself as that
type of product based on the in-store advertisements and magazine print ads
that I have seen as of late. As a careful consumer who searches for not only
the highest quality product but also the best value for my hard earned dollar I
have not been convinced that Milani cosmetics meet either of those
standards. The appearance of the Milani products do inspire my confidence in
their ability to add vibrant/bold colors to my cosmetic palette, but the quality
of the materials often look chalky and have broken apart inside their
containers relaying a message to me of poor quality/standards for product
content......

23. Questions?