This document summarizes key points from two lecture chapters on creativity and branding in advertising. The creativity chapter discusses how advertising starts with a client problem and ends with a consumer solution. It examines the Cheetos campaign targeting adults and defines creativity as making a relevant brand-consumer connection. The branding chapter defines branding as strategically planning a brand's identity to gain a positive public image. It outlines various identity elements like name, logo, tagline, and discusses protecting and translating a brand's identity across different cultures. The briefcase section summarizes Papa John's campaign promoting its new whole-wheat pizza crust. It created a 600-hour crop circle design visible from a nearby airport, generating over 65 million media

1. Lecture #1:
Chapter 1: CREATIVITY
Chapter 2: BRANDING

2. Chapter 1:
Creativity

3. Introduction
 AD starts with a problem from the client & end with a
solution for consumers.
 Great advertising (AD) is
inspired by insights about:
▸ Brand
▸ Consumers

4. Introduction … con’t
Example: Cheetos®
 PepsiCo/Frito-Lay signed the Children’s Food & Beverage
Advertising Initiative in 2007
 Restricts advertising to kids under 12
 The challenge: How do you make a kids’ brand relevant
to adults?

5.  Revealed some adults love
Cheetos snacks just as
intensely as kids do.
 Cheetos helps liberate their
childlike playfulness &
mischief.
Introduction … con’t

6.  Brand‟s mascot since 1986, Chester Cheetah became
‘spokes critter’
 Provides inspiration to adults to find their inner Bart
Simpson.
Introduction … con’t
Sales increased
by 11.3% in the 1st year of the campaign

7. Creativity Defined
 Relevant connection between a brand & its target
audience.
▸ To convince people  all people want to buy from people
… they want to know:
» Who you are, your habits, values, be able to predict you,
needed trust.
» The more connection between brand & consumer  the
more vast permission to sell brands that make them happy.

8. Creativity Defined … con’t
 Creative Ads present a selling
idea.
▸ Can be rational, emotional, or
both.
▸ The competitors can COPY
product or services, but
emotional can be the more
selling point idea than
rational.

9. Creativity Defined … con’t
 Creative Ads are unexpected
▸ Unexpected element may be
the choice of words, visuals,
media, or all three.

10. Media: The New Creative Inspiration
 WHEN & WHERE a message runs can be as
creative & visual.
 Everyday items have become media vehicle
e.g.
▸ L‟Oreal Paris promotes its Men‟s Expert 
‘Your shirt doesn’t have wrinkles, why should
your face?’
▸ Weather channel  ‘Trust Us. Don’t Open the
Window to Check the Weather.’

11. Inspiration from Consumers
 To invite the consumers to create an AD can engage them
with the brand.
 Some brand invite the consumers to tell their vision or
message.
 Limitation is apply in order to control the message that
opposite from company‟s values.

12. That’s Entertainment, but is it Advertising?
Humor:
 Know the difference between humor & jokes:
▸ Joke is a one-shot deal
» Not as funny when listen for the 2nd time.
» Downright tedious when listen for a bunch of times.
▸ Humor  make people want to see & hear repeatedly.

13. That’s Entertainment, but is it Advertising? … con’t
Humor … con’t
 Relate to the human experience:
▸ Creating the humor that listeners could identify people
they know who laughed  a relevant human connection.
 Make sure that humor is central to your product message:
▸ The humor MUST be central to the message you‟re trying
to communicate.

14. That’s Entertainment, but is it Advertising? … con’t
Humor … con’t
 Understand your audience’s sense of humor:
▸ Ads should reflect the tastes, aspirations, and sensibilities
of its intended audience.
 Avoid humor that’s at the expense of others:
▸ No making fun of ethnic groups, disable, and elderly can
destroy the brand.

15. That’s Entertainment, but is it Advertising? … con’t
Humor … con’t
 Have fun with your product, but don’t make fun of it:
 Don’t assume that your audience is stupid:

16. That’s Entertainment, but is it Advertising? … con’t
Celebrity Endorsements
 They have stopping power
▸ Attract attention, cut through the clutter of other ads e.g.
„Got Milk?‟ print campaigns.

17. That’s Entertainment, but is it Advertising? … con’t
Celebrity Endorsements … con’t
 Fans idolize celebrities:
▸ Advertisers hope the admiration for the celebrity will be
transferred to the brand.
▸ But, have to make sure that it doesn‟t overshadow the
brand.
 People are fascinated about the personal lives of
celebrities:
▸ Even the foibles of celebrities can inspire ideas for
persuasive messages.

18. That’s Entertainment, but is it Advertising? … con’t
Celebrity Endorsements … con’t
 Their unique characteristics can help
communicate the selling idea:
▸ E.g. Yao Ming appeared with Verne
Troyer to promote Apple‟s 12 & 17
inch laptops.
▸ Selling the idea –size- in a dramatic
way.

19. That’s Entertainment, but is it Advertising? … con’t
Celebrity Endorsements … con’t
 They’re perceived as experts in their field
▸ The trick to to create the relevant connection between
a celebrities‟ expertise and the brand being advertised.

20. That’s Entertainment, but is it Advertising? … con’t
Celebrity Endorsements … con’t
 They’re expensive:
▸ Many top athletes, actors, etc command contracts in
the millions of dollars.
▸ Even large companies should think twice especially,
during economic recession.
 They’re often a quick fix, not a long-term strategy:
▸ Celebrities go in & out of fashion e.g. thinking about MC
Hammer.

21. That’s Entertainment, but is it Advertising? … con’t
Celebrity Endorsements … con’t
 They may lack credibility
▸ Federal Trade Commission requires celebrities to
actually use the products they endorse.
▸ But the research findings from Advertising Age found
that the respondents replied that:
» „just doing it for the money
» „don‟t even use the product‟

22. That’s Entertainment, but is it Advertising? … con’t
Celebrity Endorsements … con’t
 They may endorse so many products that it confuses
people

23. That’s Entertainment, but is it Advertising? … con’t
Celebrity Endorsements … con’t
 They can overshadow the message
▸ Some consumers focus their attention in celebrities
instead of message.
 They may disparage your brand when they think no
one’s listening.
 Bad press about the celebrity can hurt the sponsor.

24. That’s Entertainment, but is it Advertising? … con’t
Advertising Trade Characters
 Communicate a selling feature
 Reinforce a brand name
 Make a company seem more approachable
 Appeal to different generations
 Advertiser has control over what they say and do

25. Ethical Issues
How Far Will You Go to Be ‘Creative’?
 Should the manufacturer of a pain reliever reveal the
reason “more hospitals choose our brand” is that it is
supplied at a reduced price?
 Should profit or prudence prevail as surveys indicate
women & minorities are prime targets for cigarettes and
alcohol?

26. Ethical Issues … con’t
How Far Will You Go to Be ‘Creative’? … con’t
 Should consumers who have no medical background be
told to ask their doctors about specific brands of
prescription drugs?
 Should an ad show a sports car outracing a jet plane when
speeding motorists are killed daily?
 Is violence appropriate in ads?
 What about sexual innuendo? If sex sells, should there be
limits?

27. Briefcase:
IKEA Thinks Outside (and Inside) the Box

28. IKEA Brooklyn
 Stores worldwide: Abu Dhabi to Zurich
 New York didn‟t have its own IKEA until 2008
 New Yorkers had to travel to New Jersey, Long Island, or
Connecticut until IKEA opened its Brooklyn store

29. IKEA Brooklyn target audience
 New York women, ages 25-54
 She lives in the most creative city in the world
 She is modern, progressive, stylish, and smart
 Prides herself on expressing her own creativity
 Her home is a reflection of her personal taste
 Is constantly looking for ways to creatively optimize her
living space
 She sometimes feels overwhelmed with all the stimuli in
NYC

30. IKEA Brooklyn strategic idea
 IKEA is a destination for inspiration
 Campaign messages couldn’t just say “inspiration,”
they had to be inspired

31. IKEA Brooklyn inspiration
 Inspiration came from unique characteristics of IKEA
furniture...
 It comes flat-packed in cardboard boxes, ready to
take home and enjoy
 Boxes became the inspiration for out-of-the-box
creative

32. IKEA placed studio-sized boxes in NY

33. Rooms-with-a-view traveled the streets

34. Pizza boxes touted the delivery service

35. IKEA built a replica of the Brooklyn Bridge
out of boxes

36. Chapter 2:
Branding: Identity & Image Strategy

37. Branding Defined
 Brand like a person  personality.
 Brand identity  strategically planned &
purposeful presentation to gain positive
image in public & consumer mind.
 Brand identity can represent via …
▸ Name, logo, tagline, color palette,
architecture, and sound.

38. Branding Defined … con’t
Identity Leads to Image
 Brand image  public‟s perception
of the company / brand.
 Brand image can form every time e.g.
▸ From ads, at store, or interaction with
service staffs
 No brand image = no public persona.

39. Branding Defined … con’t
Identity Leads to Image … con’t
 Brand identity = shortcut to help consumers form an
image of the brand.
Identity + Image = Reputation
 Identity also more than just visuals  relate to brand‟s
reputation.
▸ Less feeling than its image, harder to shape, formed over
the time through the overall impression.

40. Brand Identity Elements
Name:
 The most important assets –one of the most
remarkable ones.
 Naming brands has become a big business –
some agency do nothing but name the brand.
 Naming can create by advertising agency,
name of brand owners, chief executive, etc.

41. Brand Identity Elements … con’t
Logo:
 Visual symbol a brand or company uses to identify itself to
consumers.
 Simply a graphic element, or can be latter is typical
called logotype.

42. Brand Identity Elements … con’t
Tagline:
 Short phrase  used with a brand name or logo can call
brand‟s slogan or motto.
 Unlike other brand element, it can change over time:
▸ Number of occasions  new creative campaign
developed, new ad agency is hired.
 Popular & memorable tagline helps people associate with
brand.

43. The arrow within the FedEx logo promotes the brand‟s
promise of speed & precision.

44. Brand Identity Elements … con’t
Color Palette:
 If the brand strong enough, people can associate the color
with brand easily e.g. Red = Coke
 To select the appropriate color, brand has to study on
consumers point-of-view.
▸ Pepsi select blue as brand identity based on the research
finding shown that respondents perceived blue color as
» modern & cool
» exciting & dynamic
» and refreshment.

45. Brand Identity Elements … con’t
Architecture & Interior Design:
 Interior design can reflect identity especially in
communication agency industry.
 Often decorate the office to reflect what they do:
▸ Creative field  unusual decoration.

46. Brand Identity Elements … con’t
Sounds:
 Harley-Davidson –trademark of sound engine „common
crankpin V-Twin engine‟
▸ Distinguish itself from other motorcycles.
▸ No other company was able to copy this unique sound
 Mazda –Zoom Zoom

47. Brand Identity Elements … con’t
Developing a Brand’s Identity: Doing the Research:
 2 types of research require to create brand‟s identity:
▸ Internal audience –employees or people who have close
connection to brand.
▸ External audience –customers, shareholders, vendors,
community, and other stakeholders.

48. Projecting a Unified Message
 How consumers process information they received.
 Consumer doesn‟t differentiate each various types/forms
of communication e.g. ads, PR, promotions, etc.
▸ Tend to view all of brand‟s communication as one floe of
indistinguishable media.
 Should view as consumer touchpoint

49. Projecting a Unified Message … con’t
Translating an Identity for Different Media –and Culture
 The adaptation from global to local in terms of brand
identity e.g. brand name, tagline, etc.
 The decision to standardize or localize is an important for
marketers.
▸ Key consideration: how consumer view the brand, how it
can translate effectively.

50. Protecting Brand Identity
 Employee = embrace brand become brand champions or
brand ambassador.
▸ Rewarding for spotting infringement or potential
infringement of any element of the identity.
▸ Education about brand identity can enhance brand
identity.
» Minor inconsistency can result the diminish in brand image.
» Trademark, copyright law, and patent law are the most
relevant in the context of ads to issues of identity.

51. The Identity Strategy
 Includes all processes & decisions –how brand
project itself in the market place.
▸ Logo, tagline, color, sound, architectural style, etc.
 The primary source of identification & consumer
association with value & brand.
 Involve with consumer research.
 Strong brand identity can protect & ensure its exclusively.

52. Briefcase:
Now that’s a large pizza!

53. Papa John’s
 Slogan: “Better ingredients. Better pizza.”
 Papa John’s backs up its slogan:
▸ Uses fresh-packed tomato sauce from vine-ripened tomatoes,
not concentrate
▸ Dough is fresh, never frozen
▸ Vegetable toppings are cut fresh everyday
▸ Never adds MSG to toppings
▸ No meat fillers in its meat products
▸ Zero trans fats

54. Papa John’s became first chain to offer whole-
wheat crust pizza
 Created a six-acre crop circle depicting its new wheat
crust pizza
 Took 600 hours to complete
▸ Used red mulch for pepperonis
▸ Corn stalks for green peppers
▸ Black mulch for black olives
▸ Harvested wheat for cheese

55. Papa John’s crop circle
 Located in a wheat field a mile away from the Denver
International Airport
▸ Wheat used to make the crust comes from Colorado
 Circle was unveiled on August 7, 2008
▸ Denver was host of the 2008 Democratic National
Convention, held August 25-28

56. Papa John’s crop circle results
 The crop circle was seen daily by thousands of
passengers, right up until the first snowfall
 Stories about the crop circle appeared in 314 media
outlets
 More than 65 million gross media impressions
 Whole-wheat crust orders accounted for 20% of online
sales during the promotional push
 The offering is now a permanent menu item.