Overview
The brand this assignments needs to be done on is OOFOS. Based on the brand OOFOS, complete the following:
This is the final assignment of the term and is a full summary of your critical findings about the brand you have selected. As you have moved through the term, you have immersed yourself into the brand you have been studying. You will have produced two versions of a "brand brief"--one a flash version based on early insights, one a refined brief dedicated to a specific assignment (that you are able to imagine in your own way). Your ongoing research and study of your brand and its category will have informed those efforts.
Now it's time to bring together all that you have learned about your brand. To do so, report on the “Five Signs” of your inquiry:
Company/brand
Category
Consumer
Culture
Contact
Early in the term, we introduced the concept of Five Signs as a useful way to get a total picture of a brand. As you move along throughout the term compiling insight about your brand and its consumers, this should have been a useful way to organize your findings. You are free to report on the Five Signs in whatever order you think is most effective—you don’t have to use the order above. For most of the term, you should be concentrating on learning everything you possibly can about your brand and its consumers. In this final paper, your job is to summarize those findings and discuss their importance.
It is essential that as part of your insight gathering that you conduct some primary research with consumers of the brand you are working on. This does not need to be rigorously scientific; the idea is get you used to talking to consumers, assessing their needs, and seeing them as the real face of the brand. It's important to do this research throughout the term--this is not the sort of paper you can sit down and right in the final week.
There are three main things you will want to convey in this paper:
- The critical insights around the Five Signs
- The implications of those insights
- The opportunities that might exist for the brand based on what you have learned
Depending on the nature of your findings, you may want to present each of these sections separately or you may want to present each insight, and then follow it with an implication and an opportunity. That choice depends on your judgment of what you have learned and what you think best conveys a compelling story. Feel free to incorporate some of the thinking that you applied in your brand brief assignments--but go beyond that as well.
I encourage you to look for patterns in your insights and connect them in some intelligent way. Just having a loose collection of insight points is less powerful than telling an overall story and using the individual points to support it. A paper with a distinct point of view will score higher than one that just reports on one point after another.
LENGTH: 1700 to 2000 words.