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Description

This week I’m working on my reflective journal, my press release and I’m finalising every element of the project. I’m not hundred percent content of the outcomes of my creative works.

Feelings

And very happy to be nearing the end of this project as I have found it slightly challenging because of all of the different elements I’m very happy with my video however my mood boards and mockups I’m not up to my usual standard.

Evaluation

Overall, I’m happy with the outcome of my project I think I delivered a brand strategy that is realistic, that is implementable. My video is exactly how I wanted to deliver the visual idea I have for the collaboration.

Analysis

I believe this assignment went as to plan I was able to follow the intended timeline and schedule of elements. I was able to deliver my proposal supported by relevant primary resources and I’m confident in my final product.

Conclusion

In future projects I will definitely attempt to seek more guidance from tutors. I will also try to initiate some of the creative aspects early on in the project; this way I won’t be stressed when it comes to producing so much creative work in a short amount of time.

Action Plan

My course of action now is to finalise my reflective journal and my press release and to upload them in my Padlet.

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My innovation mood board encompasses all of my decided brand strategies. It includes the collaboration with Bugatti, the utilisation of Instagram shopping, the global iPad implementation, loyalty program, and product offering expansion from online retailers.

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Description

This week I Worked on the creative elements of the project including the mood boards the Video and my mock-ups for my visual strategy. I finalised some of my brand audit and writing at my brand objectives along with my KPI table.

Feelings

I’m not very content with the completion of my mood boards I thought that my skills in photo shop would help me to construct something visually and aesthetically pleasing however I’m not sure it is as cohesive as it could be.

Evaluation

I’m currently content with my progress and think I am on track to deliver all of the necessary elements by the deadline. On a positive note I was able to organise annex a spreadsheet with final deliverables so that I know when I need to accomplish certain tasks so that I am on schedule.

Analysis

I think things where difficult this week because I left a lot of the creative aspects of the last-minute. However, with the help of my tutors I was able to gather my thoughts and ideas.

Conclusion

I learned that for future reference teachers critique an input is invaluable to me. I have learned it doesn’t mean that I cannot be independent with my work but that I’m able to improve upon my foundation

Action Plan

Going forward I shall be working on the last elements of my video I’m putting together the music different clips and cuts to make sure it is perfectly in sync with revision I have for the collaboration.

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Description

This week I continue to work on my brand audit which I realise is taking up a lot more time than I thought it would. I’m not sure if this is because I am dedicating too much time or I am too slow fact I feel like I’m getting slightly behind on more creative aspects of the project.

Feelings

Very happy with the outcomes of my research And my primary resources including my survey and focus group. The results of other then outline well with my hypothesis meaning I can go through with my proposed strategies.

Evaluation

I’m not satisfied with them at with the project. I feel like there is a lot of work that I have yet to do but I have not stopped working. I’m going to try and focus more of my efforts on the mood boards and video in the upcoming weeks.

Analysis

After this week I realised it’s also not enough for me to be writing my brand objectives with only a Race table as I am using a hybrid strategy which overlaps digital and traditional marketing so I will also be doing a Aida analysis table.

Conclusion

Time restraints and external circumstances meant I I’m not as far along with the project as I would’ve liked to be however, I am confident I can make up what I have missed and circumvent any future procrastination.

Action Plan

Going forward I’m going to try and speak to my tutor more about currents State of my creative outcomes as I have not done as much work as I have seen other students do in this regard.

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Mood Board of Research for Innovative Branding Campaign

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Mood Board of Research for Innovative Branding Campaign

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This moodboard was conducted during my research for innovative digital technologies. I incorporateed virtual mirros, RFID technology, sustainable materials and high tech store locations.

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My campaign video will encapsulate elements of my new brand strategies but retain stylistic characteristics of Bottega's past campaigns. The focus of the video will represent a trailer of the proposed promotional film directed by italian artist Loris Cecchini, promoting the limited edition collaboration with Buggati. Retained elements from previous campaigns will include the emphasis on a couple, the luxury cars, futurist aesthetic, macro shots, mysterious lighting and suspenseful music.

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My customer mood board is an overview of the typical customer. It represents the minimalistc stealth luxury ethos of the brand, the luxury of lifestyles with the beautiful interiors, city work life and elegant living locations.

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Bottega Veneta Fall/Winter 2018.19 Campaign

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Bottega Veneta Fall/Winter 2018.19 Campaign

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Analysis
Clear consistency with the futuristic aesthetic with dark and neon lighting. Has an air of mystery through the use of music, smoke and scenery. Element of luxe and exclusivity is highlighted by the use of cars. The use of couples is a recurring theme in their ad campaigns. Comes across as more of an art film than an advertisement so appeals to creative consumers. Various inspirations appear to be The Matrix, Bladerunner, Gattaca etc. Once again attention to detail is emphasised through the use of a macro shot. 90's motel vibes give a nostalgic feel to the video whilst maintaining its extreme modernity.

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Bottega Veneta Fall/Winter 2018.19 Campaign

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Bottega Veneta Illusione Fragrance Campaign 2019

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Bottega Veneta Illusione Fragrance Campaign 2019

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Analysis
Campaign utilises sexuality and couples once again to boost emotive elements. Macro shots are also used to emphasise detail. Modernity and sexuality are they key elements. I believe this ad varies in ways slightly to their RTW/general brand ads as it is relative to a fragrance. Despite this, recurring elements are seen.

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Bottega Veneta Illusione Fragrance Campaign

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Bottega Veneta - Spring Summer 2018 Campaign - Aurora

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Bottega Veneta - Spring Summer 2018 Campaign - Aurora

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Analysis
Futuristic vibe immediately introduced with the use of the title. Interesting that they choose to campaign so contemporary as their products retain a lot of traditionalism. As a heritage brand they have stayed true to their design ethos but with their rebrand are elevating their consumer perspective with their advertising and curated brand identity. Very dark mysterious elements, with dark lighting, smoke and music. Use of car feels like theyre trying to orient their brand towards being more 'rugged' and 'sporty' and 'luxe'.

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Bottega Veneta - Spring Summer 2018 Campaign - Aurora

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Description

This week I finished part of my brand audit including the brand identity and personality model as well as looking at my current customer. Based on my instant observation I was able to complete market segmentation table and from this, construct a pen portrait for the current Bottega Veneta customer. My plan is for after I come up with my innovative brand strategy and branding objectives, I will be able to complete a second pen portrait that displays my ideal Bottega customer.

Feelings

I have managed to keep up with the timeline that was given to us in the unit however I have found a little behind me timeline. This is because I dedicated more time to my own dissertation which I do not want to neglect. I will need to work more after classes if I am to keep up with the amount of work.

Evaluation

The benefits of this week was that I was able to further understand the brand through my observation and construction of the survey. I have received 30 responses and ideally will receive no less than 100 in the upcoming days. The brief interviews conducted with the  sales assistants was very pivotal to understanding who the brand is currently marketed towards. I also started work on a brand positioning map and competitor analysis in order to see what competitor brands have the upper hand digitally and innovatively.

Analysis

After this week I realized I will need to work more diligently and focus I’m coming up with my innovative brand strategies. My marketing research needs to be supported by secondary academic research which I will conduct through the use of Keller’s brand equity models, and macro research into the current state the brand’s environment.

Conclusion

This week I would’ve liked to have conducted my focus group however time simply did not permit. I’m hopeful in the next week I will be able to organize a focus group with a few people that either our current customers of Bottega Veneta or see themselves potentially purchasing from them. In order to rectify that I will be working on more realistically adjusting my own personal timeline in order to not demotivate myself,

Action Plan

If issues with my time management arise again I will make sure to seek advice from tutors on what I can do to maximise my efficiency whilst staying motivated.

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Description

This week I have decided upon the brand that I’m going to do from a project which is Bottega Veneta. I think this brand works the best for this project because of their up-and-coming rebrand, this will make their implementation of new brand strategies all the more realistic. I have created a detailed list of everything that I will need to accomplish next few weeks and designated time frame for them.

Feelings

Because of my own personal previous issues I’ve had in the past with procrastination, I’m hoping the list of things I have to do will aid me in effectively managing my time better. I was slightly conflicted on whether to include certain elements in my research however after going through some of my previous works I am now pretty confident with what aspects of academic models and research. will be truly beneficial for my project.

Evaluation

I’m happy whether I met with project I have effectively followed to timeline that has been given to us. I have slight confusion on some of the mood boards as I feel some of them overlap however coming next week, I will Clarify with Alessandro which one covers which aspect of the project. Then I will be able to continue any visual brainstorming.

Analysis

Overall this week I have accomplished an executive summary, really for my own benefit so that I’m clear on what is to be done. I’ve also done any research method methodology table so that I’m aware of what methods of primary research is to be done in the upcoming weeks. I have also done a basic brand mood board which is respected to my current knowledge of what the brand is about. I will be able to rectify can improve this mood board once I complete more of my secondary research.

Conclusion

What I have done follows the timeline that I have been given as well as my own timeline. The one thing that I did not do that I would’ve liked to have done this week is to visit the Bottega stores in person. This would be in order to conduct my observation and my interviews with the stores sales assistant so that I have first-hand knowledge of the brand and the type of consumers they have.

Action Plan

My plan for the rest of the week is to work on my understanding of the brand. In order to do this I will be conducting a brand audit so that the innovative brand strategies at propose are wear in line with Bottega’s ethos, image and identity.

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Description

This week we have been informed of what our upcoming assessments involve and the brands we are permitted to choose for our project.

Feelings

My immediate response was to do a retailer like Liberty, as I can already think of some great improvements the company could implement to compete with competitors such as Harrods and Selfridge’s. I also really think that the company has some rich heritage that is not being utilized and has a creative and artistic aspects that other retailers and missing. However, I realized that doing a retailer would involve quite a bit more research and have a much larger target audience that that marketing cord would involve more complex analysis. I am not familiar with the brand Golden Goose and did not have much interest in their products. However, I find what is occurring design wise with Bottega Veneta to be quite interesting and think that with a few marketing improvements could gain as much traction as big competitors such has Fendi and Chloé.

Evaluation

So far, I’m quite happy with their options we have been given for the project. However, I do find that some of the instructions are vague, but I assume further clarification will be given to us in the next coming days.

Analysis

From what I’ve gathered this week I need to decide upon brand that I’m going to work with, and some primary marketing research such as a survey and think of who I could use for introspective interviews it would be beneficial from my brand strategy.

Conclusion

If I’m able to comply with the timeline that we’ve been given it is my hope that I will be able to get ahead in order to effectively time manage due to obstacles that I’ve come across in the past alluding to time management and procrastination.

Action Plan

My plan is to look at the brands more closely this week, decide upon which I am going to research and come up with a list/ table of contents in order for me to visually see what I need to accomplish in the time effective manner. I have also been told to once again be using tablet for this assignment so I will be completing a weekly reflective journal in order for me to maximise their efficiency of my final reflective journal.