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pdf: Mod Fashion
Project overview: build a new brand from the ground up. You will tell a well-thought-out story from start to finish, framing the creation of this brand or extension in research and strategy, developing an identity and ethos surrounding it, and bringing it to market through various approaches and channels. This exercise is equal parts business, branding, and marketing, and will represent ideas and methodologies from the entire semester.
The individual elements comprising your project will include:
– Global trend analysis
– Industry trend analysis
– Competitive analysis & matrices
– Brand name, logo, and identity
– Marketing/brand mood board
– Marketing mix (product, price, place, promotion)
– Value propositions & positioning
– Brand mission & values
– Target market analysis
– Audience segmentation / personas
– Global ad & tagline
– Announcement press release
– Social feed swipe and examples
– Additional marketing tactics
– Measurements of success