More Related Content Similar to Directing the Connected Human Experience by Brenda Fernandez, Victor Quintana, Joel Rivera, Rajiv Somepalli - #BHMASLife16 (20) Directing the Connected Human Experience by Brenda Fernandez, Victor Quintana, Joel Rivera, Rajiv Somepalli - #BHMASLife162. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved2
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Team
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Team
Brenda Fernandez:
brenda_fernandez@miami_adschool.net
786.339.0095
CW
Joel Rivera:
joel_rivera@miami_adschool.net
787.702.8275
CW
Victor Quintana:
victor_quintana@miami_adschool.net
786.302.9253
AD
Rajiv Somepalli:
rajiv_somepalli@miami_adschool.net
605.660.0041
AD
4. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved4
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Debriefing
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Debriefing
Appeal to marketing/advertising industry
Raise awareness about mastering the Forces of Change
Educate brands, people, and society of the Value Creation Model
Connect audiences via touch points
Implement deliverables to update and refresh knowledge
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Strategic insights
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Strategic insights - KPI’s
Estimated Daily Traffic in Time Square: 330,000
The Wharton School Facebook: 790,285
Wharton Instagram: 10,000
UPenn Student Body: 24,630
Wharton Twitter: 184,000
Estimated KPI: 1,338,915 reach
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The BIG idea
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The BIG idea - Rationale
Advertising in 2020 will not be “buy me” it will be “join me”
We will no longer be persuaders
We will be listeners, informers, entertainers, nurturers and builders
of brand citizenship
Creating a brand that is “buoyant” for the future
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Creative output
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Creative output
Augmented reality poster
Ad space posters
Interactive app
Application video
Whiteboard magnets
Facebook post
Twitter based book launch campaign
Instagram post
Infographic video
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The App turns the
Road Map into an
On-The-Go reference
for any professional.
-Updates with new information
-Sends you news articles on whats going
on in the Advertising world
-Camera that senses the augmented
reality code on the posters
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Reflection
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The book “beyond Advertising: Creating Value Through All Customer
Touchpoints” is an essential tool in the marketing/advertising
industry including those that need to be advertised.
There has to be a major transformation and this set of concepts will
guide you towards the future.
Implementing the App will: Serve as a guide to understand the
Forces of Change, build a network of likeminded people, and keep
them on the path of creating a brand with purpose.
What we learned from this case so far...
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Recommendations
The need for action is there, but if the model of all Touchpoints is
about connecting them, the book won’t reach the target by staying
behind the title. Wharton University shouldn’t be thought of as
just a library because even knowledge without a recipient is just
interesting words.
The best way to harness the forces of change is throughout our
combination of deliverables because they take risks, support the
shift in gears the book proposes and keeps the reader connected
with new ways of putting this mindset in action.
29. identity driven brand building®
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