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
COMMON SENSE
ALEX KRAHLING
DAN FLORA

2. BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved2
WHARTON UNIVERSITY
TEAM

3. AMIAMIADSCHOOLBRIEFING
BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved3
WHARTON UNIVERSITY
TEAM
Alex Krahling
Art Director
alexandrakrahling@gmail.com
Dan Flora
Copywriter
dan.flora14@gmail.com

4. BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved4
WHARTON UNIVERSITY
DEBRIEFING

5. AMIAMIADSCHOOLBRIEFING
BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved5
WHARTON UNIVERSITY
DEBRIEFING
Wharton Future of Advertising Mission
Bring academic insight to professionals so they can put it in action and influence the future of advertising.
Problem
How do we deliver a book full of these insights to an audience that doesn’t have time to read it?

6. BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved6
WHARTON UNIVERSITY
STRATEGIC INSIGHTS

7. AMIAMIADSCHOOLBRIEFING
BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved7
WHARTON UNIVERSITY
STRATEGIC INSIGHTS
DELIVER THE BOOK WHERE, WHEN, AND HOW PROFESSIONALS WANT TO SEE IT.
IS
Follow the logic of the Wharton Roadmap:

8. AMIAMIADSCHOOLBRIEFING
BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved8
WHARTON UNIVERSITY
STRATEGIC INSIGHTS - KPI’s
The only metric to hit can be stated in one word:
MORE.
We don’t want to aim for numbers to validate this as a success.
We want to see the industry actually start changing.
That is the only measure of success for this campaign.

9. BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved9
WHARTON UNIVERSITY
THE BIG IDEA

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BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved10
WHARTON UNIVERSITY
COMMON
SENSE
WHATADVERTISING
CANNOTIGNORE.

11. AMIAMIADSCHOOLBRIEFING
BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved11
WHARTON UNIVERSITY
THE BIG IDEA - RATIONALE
Revolutionaries pave a path that only some at first follow.
Early on, they seem like far-out visionaries.
But soon, their way of doing things becomes common sense.
To ignore common sense is to ignore reality.
And those who ignore reality are no longer living in it.
“Beyond Advertising” is not another academic book that theorizes how things could be.
It is a model that confirms the reality of how they actually are.
It contains common sense that advertising can no longer ignore.
Revolutionaries pave a path that eventually all must follow, when it becomes the only clear road to keep moving forward.
Common Sense: What Advertising Cannot Ignore.

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BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved12
WHARTON UNIVERSITY
THE BIG IDEA - CREATIVE PLATFORM
PREFERRED METHODS OF INTERACTION
INTERACTIVE EBOOK EMAIL
POSTER/BOOKPODCAST
30 45 60 70
TARGET: AGENCY CHANGE MAKERS
(sorted by age)

13. BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved13
WHARTON UNIVERSITY
CREATIVE OUTPUT

14. AMIAMIADSCHOOLBRIEFING
BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved14
WHARTON UNIVERSITYINTERACTIVEEBOOK

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BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved15
WHARTON UNIVERSITYINTERACTIVEEBOOK
Wharton selling paid content to agency change makers
in the younger age range so they can interact with and digest
the book in an on-the-go, always available manner.

16. AMIAMIADSCHOOLBRIEFING
BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved16
WHARTON UNIVERSITYPODCAST

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BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved17
WHARTON UNIVERSITY
Wharton delivering free content to younger agency change
makers with always available, on-the-go informational
communication.
PODCAST

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BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved18
WHARTON UNIVERSITYEMAIL

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BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved19
WHARTON UNIVERSITY
EMAIL
Wharton delivering free content:
Value-driven email newsletter to all agency change makers,
with commentary on current events and informing them of
ways to digest the book.

20. AMIAMIADSCHOOLBRIEFING
BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved20
WHARTON UNIVERSITYPOSTER

21. AMIAMIADSCHOOLBRIEFING
BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved21
WHARTON UNIVERSITYPOSTER
Wharton delivering free content to all agency
change makers with static, informational
communincation.

22. BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved22
WHARTON UNIVERSITYVIDEO

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BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved23
WHARTON UNIVERSITY
GO TO MARKET ADVICE

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BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved24
WHARTON UNIVERSITY
GO TO MARKET ADVICE
WHAT TO DOAdvice from us to the people at Wharton
We graciously plead for you to make a podcast about this book.
Have a preacher stand outside of traditional agencies holding the book proclaiming it as Common Sense, and handing copies to
agency employees.
Sell the hardcopy on Amazon. This removes purchase hurdles.
Make an ebook version. It doesn’t have to be interactive, but it has to be in iBooks and Kindle.
Make an audio book version. Successful people listen to them at 2.0x speed and get more information than the average person. Allow
them to access the book in this way.
Pursue making a TED talk or seminars about Common Sense: What Advertising Cannot Ignore.

25. BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved25
WHARTON UNIVERSITY
REFLECTION

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BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora© Brandhome all rights reserved26
WHARTON UNIVERSITY
WHAT WE LEARNED FROM THIS CLASS
Even with all this talk about the future of advertising...
some old-school things still work.
Finding Inherent Drama is still a great way to come up with creative insights to tell compelling stories.

27. identity driven brand building®
strategy | communication | implementation | falconplein 30 | 2000 antwerpen | belgium | +32 (0)3 237 05 95 | brandhome.com
alex krahling - alexandrakrahling@gmail.com - 715 220 6784 | dan flora - dan.flora14@gmail.com - 518 221 2126
COMMON
SENSE
WHATADVERTISING
CANNOTIGNORE.