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
Bridging The Gap
February 2016

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

3. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved3
WHARTON UNIVERSITY
Team
Amanda Von Lohrman
Art Director
Janneth Rodriguez
Art Director
Daniela Rodriguez
Art Director
Morgan McMurtry
Art Director
Stephanie Armstrong
Art Director

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

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WHARTON UNIVERSITY
Debriefing
Deliverables
1. A More Visually Appealing Version of the Model, Vocabulary and Roadmap
2. 2-3 Minute Video
3. Overall Campaign With Coherent Design Assets
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Balance Leveraging the Gravitas and Value of the Wharton Brand
Inspire the Audience to Take Action and Share Experiences

6. WHARTON UNIVERSITY
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Strategic insights

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WHARTON UNIVERSITY
Strategic insights
Insight
Advertisers are typically associated as the “right brain,” whereas marketers
are associated as the “left brain.” They both need to evolve into a hybrid in
order to achieve a “win-win-win” situation.

8. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved8
WHARTON UNIVERSITY
Strategic insights - KPI’s
Key Performance Indicators
Success will be measured through the amount of book sales and shares
of the deliverables.

9. WHARTON UNIVERSITY
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The BIG idea

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WHARTON UNIVERSITY
The BIG idea - Rationale
Bridging The Gap
In order to succeed in today’s evolving market, entrepreneurs must shift from traditional
practices and proceed to a more people centric point of view. We plan to portray Beyond
Advertising’s Roadmap, Vocabulary, and All Touchpoint Value Creation Model in a concise
way that encompasses this approach and motivates people to become masters of the new
advertising era.

11. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved11
WHARTON UNIVERSITY
The BIG idea - Creative platform
BRIDGING THE GAP
Between advertisers and the people.

12. WHARTON UNIVERSITY
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Creative output

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WHARTON UNIVERSITY
Creative output
Campaign & Tangibles
- An interactive poster that divides the sections of the Roadmap, Vocabulary,
and All Touchpoint Value Creation Model into an easy to read and simple to
follow format.
- A promotional video that details the big idea, describes the features
within the book and calls the audience to action.
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Print ads placed in professional magazines.
An Interactive advertisement.
Social Media Campaign
1. Compelling advertisements that speak to the people
2. Highlight their alumni
3. Share advertisements and campaigns that are using the books ideas
4. Details about the book.

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20. WHARTON UNIVERSITY
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Reflection

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WHARTON UNIVERSITY
What we learned from this case
Learning
The world has become more dynamic and people are more
empowered than ever to shape and question brands’ messages.
This has created a gap between advertising and people’s wants
and needs.

22. Advice

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WHARTON UNIVERSITY
Advice
Campaign Promotion and Continuation
- Tap into current professional network of alumni and
students in order to raise awareness.
- Maintain a unifying theme that encompasses the brand
identity.

24. identity driven brand building®
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