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Wharton University
Bridging The Gap
February 2016
WHARTON UNIVERSITY
2 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016
Team
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved3
WHARTON UNIVERSITY
Team
Amanda Von Lohrman
Art Director
Janneth Rodriguez
Art Director
Daniela Rodriguez
Art Director
Morgan McMurtry
Art Director
Stephanie Armstrong
Art Director
WHARTON UNIVERSITY
4 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016
Debriefing
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved5
WHARTON UNIVERSITY
Debriefing
Deliverables
1.  A More Visually Appealing Version of the Model, Vocabulary and Roadmap
2.  2-3 Minute Video
3.  Overall Campaign With Coherent Design Assets
-
-
Balance Leveraging the Gravitas and Value of the Wharton Brand
Inspire the Audience to Take Action and Share Experiences
WHARTON UNIVERSITY
6 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016
Strategic insights
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved7
WHARTON UNIVERSITY
Strategic insights
Insight
Advertisers are typically associated as the “right brain,” whereas marketers
are associated as the “left brain.” They both need to evolve into a hybrid in
order to achieve a “win-win-win” situation.
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved8
WHARTON UNIVERSITY
Strategic insights - KPI’s
Key Performance Indicators
Success will be measured through the amount of book sales and shares
of the deliverables.
WHARTON UNIVERSITY
9 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016
The BIG idea
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved10
WHARTON UNIVERSITY
The BIG idea - Rationale
Bridging The Gap
In order to succeed in today’s evolving market, entrepreneurs must shift from traditional
practices and proceed to a more people centric point of view. We plan to portray Beyond
Advertising’s Roadmap, Vocabulary, and All Touchpoint Value Creation Model in a concise
way that encompasses this approach and motivates people to become masters of the new
advertising era.
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved11
WHARTON UNIVERSITY
The BIG idea - Creative platform
BRIDGING THE GAP
Between advertisers and the people.
WHARTON UNIVERSITY
12 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016
Creative output
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved13
WHARTON UNIVERSITY
Creative output
Campaign & Tangibles
- An interactive poster that divides the sections of the Roadmap, Vocabulary,
and All Touchpoint Value Creation Model into an easy to read and simple to
follow format.
- A promotional video that details the big idea, describes the features
within the book and calls the audience to action.
-
-
-
Print ads placed in professional magazines.
An Interactive advertisement.
Social Media Campaign
1.  Compelling advertisements that speak to the people
2.  Highlight their alumni
3.  Share advertisements and campaigns that are using the books ideas
4.  Details about the book.
Bridging The Gap by Amanda Von Lohrman, Morgan McMurtry, Janneth Rodriguez, Stephanie Armstrong & Daniela Rodriguez - #BHMASLife16
A
MI
WHARTON UNIVERSITY
AM
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AD
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HOO
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BR IE
FI
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14 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016
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15 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016
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AM
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16 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016
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AM
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17 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016
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AM
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18 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016
WHARTON UNIVERSITY
20 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016
Reflection
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved21
WHARTON UNIVERSITY
What we learned from this case
Learning
The world has become more dynamic and people are more
empowered than ever to shape and question brands’ messages.
This has created a gap between advertising and people’s wants
and needs.
Advice
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved23
WHARTON UNIVERSITY
Advice
Campaign Promotion and Continuation
- Tap into current professional network of alumni and
students in order to raise awareness.
- Maintain a unifying theme that encompasses the brand
identity.
identity driven brand building®
strategy | communication | implementation | falconplein 30 | 2000 antwerpen | belgium | +32 (0)3 237 05 95 | brandhome.com

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Bridging The Gap by Amanda Von Lohrman, Morgan McMurtry, Janneth Rodriguez, Stephanie Armstrong & Daniela Rodriguez - #BHMASLife16

  • 2. WHARTON UNIVERSITY 2 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016 Team
  • 3. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved3 WHARTON UNIVERSITY Team Amanda Von Lohrman Art Director Janneth Rodriguez Art Director Daniela Rodriguez Art Director Morgan McMurtry Art Director Stephanie Armstrong Art Director
  • 4. WHARTON UNIVERSITY 4 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016 Debriefing
  • 5. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved5 WHARTON UNIVERSITY Debriefing Deliverables 1.  A More Visually Appealing Version of the Model, Vocabulary and Roadmap 2.  2-3 Minute Video 3.  Overall Campaign With Coherent Design Assets - - Balance Leveraging the Gravitas and Value of the Wharton Brand Inspire the Audience to Take Action and Share Experiences
  • 6. WHARTON UNIVERSITY 6 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016 Strategic insights
  • 7. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved7 WHARTON UNIVERSITY Strategic insights Insight Advertisers are typically associated as the “right brain,” whereas marketers are associated as the “left brain.” They both need to evolve into a hybrid in order to achieve a “win-win-win” situation.
  • 8. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved8 WHARTON UNIVERSITY Strategic insights - KPI’s Key Performance Indicators Success will be measured through the amount of book sales and shares of the deliverables.
  • 9. WHARTON UNIVERSITY 9 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016 The BIG idea
  • 10. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved10 WHARTON UNIVERSITY The BIG idea - Rationale Bridging The Gap In order to succeed in today’s evolving market, entrepreneurs must shift from traditional practices and proceed to a more people centric point of view. We plan to portray Beyond Advertising’s Roadmap, Vocabulary, and All Touchpoint Value Creation Model in a concise way that encompasses this approach and motivates people to become masters of the new advertising era.
  • 11. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved11 WHARTON UNIVERSITY The BIG idea - Creative platform BRIDGING THE GAP Between advertisers and the people.
  • 12. WHARTON UNIVERSITY 12 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016 Creative output
  • 13. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved13 WHARTON UNIVERSITY Creative output Campaign & Tangibles - An interactive poster that divides the sections of the Roadmap, Vocabulary, and All Touchpoint Value Creation Model into an easy to read and simple to follow format. - A promotional video that details the big idea, describes the features within the book and calls the audience to action. - - - Print ads placed in professional magazines. An Interactive advertisement. Social Media Campaign 1.  Compelling advertisements that speak to the people 2.  Highlight their alumni 3.  Share advertisements and campaigns that are using the books ideas 4.  Details about the book.
  • 15. A MI WHARTON UNIVERSITY AM I AD SC HOO L BR IE FI NG 14 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016
  • 16. A MI WHARTON UNIVERSITY AM I AD SC HOO L BR IE FI NG 15 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016
  • 17. A MI WHARTON UNIVERSITY AM I AD SC HOO L BR IE FI NG 16 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016
  • 18. A MI WHARTON UNIVERSITY AM I AD SC HOO L BR IE FI NG 17 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016
  • 19. A MI WHARTON UNIVERSITY AM I AD SC HOO L BR IE FI NG 18 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016
  • 20. WHARTON UNIVERSITY 20 BRANDHOME | WHARTON UNIVERSITY © Brandhome all rights reserved Brandhome | February 2016 Reflection
  • 21. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved21 WHARTON UNIVERSITY What we learned from this case Learning The world has become more dynamic and people are more empowered than ever to shape and question brands’ messages. This has created a gap between advertising and people’s wants and needs.
  • 23. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved23 WHARTON UNIVERSITY Advice Campaign Promotion and Continuation - Tap into current professional network of alumni and students in order to raise awareness. - Maintain a unifying theme that encompasses the brand identity.
  • 24. identity driven brand building® strategy | communication | implementation | falconplein 30 | 2000 antwerpen | belgium | +32 (0)3 237 05 95 | brandhome.com