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Wharton University
Foresight is now 20/20
February 2016
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved2
WHARTON UNIVERSITY
Team
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BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved3
WHARTON UNIVERSITY
Team
Daniel Colón
Art Director
E: DannyColon@me.com
P: (305) 794-0290
E: cabeto8844@gmail.com
P: (786) 443-0167
E: Lindsi.Arrington@gmail.com
P: (571) 212-5026
Oscar Aragon
Art Director
Lindsi Arrington
Copywriter
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved4
WHARTON UNIVERSITY
Debriefing
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WHARTON UNIVERSITY
Debriefing
The Wharton Future of Advertising Program has summed up its foundation and unique take on
advertising in Beyond Advertising and wants to share this potentially revolutionary framework with
world. To accomplish this, a few things are needed:
[1] Clarity of Idea
[2] Re-Design of Roadmap Illustration
[3] Engaging Video Explanation
[4] Book Promotion Using the Beyond Advertising Roadmap
[5] Travel-Size Version of the Poster to Keep Users Engaged with the Concepts
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WHARTON UNIVERSITY
Target
Business owners and aspiring business owners.
This Roadmap is for those looking to revamp their business structure
for the better or start a business with a solid foundation.
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved7
WHARTON UNIVERSITY
Strategic insights
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WHARTON UNIVERSITY
Strategic insights
- Perpetuate design and style of book to promote association between
the book and the Wharton program
- Appeal to a dynamic audience (corporate and creative)
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WHARTON UNIVERSITY
Strategic insights - KPI’s
- Increased awareness and sales of book
- Increased awareness and enrollment of Wharton advertising
program
- Application of the Beyond Advertising Roadmap in the industry
(KPI’s)
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved10
WHARTON UNIVERSITY
The BIG idea
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WHARTON UNIVERSITY
The BIG idea - Rationale
FORESIGHT IS NOW 20/20.
REFINE. AUDIT. DELIVER.
The Beyond Advertising Road Map broken
down into three, easy to follow steps.
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The BIG idea - Rationale
I. Refine
a. Operational (Anticipate and leverage innovation.)
Five forces of change
b. Mental (Enlist a new vocabulary.)
From To
Marketers and Targets Cross-Silo Collaborators
Ads Value-Creation Touchpoints
Frequency & Reach When and Where Needed, Wanted & Appreciated
Sales Push & Persuasion Business-People-Society Win-Win-Win
Ad Campaigns Holistic Initiatives
c. Structural (Create an atmosphere that cultivates growth.)
Transcend hierarchal silos and barriers: aligned objectives from CEO to
brand ambassadors
II. Audit
a. MADEs
Multisensory, Audience, Delivery Mechanism, Environment, Synergy
b. RAVES
Relevant & Respectful, Actionable, Valuable & Value-Generating, Exceptional
Experience, Shareworthy Stories
III. Deliver
a. All-Touchpoint Creation Model
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WHARTON UNIVERSITY
The BIG idea - Story
Foresight Is Now 20/20
If two heads are better than one, how about 200? From 22 different countries? Ranging from CEOs to creatives to
academics and more? Well that’s how we’ve applied the clarity of 20/20 hindsight to 20/20 foresight. That’s the foundation
on which the Wharton Future of Advertising Program stands. The Beyond Advertising Roadmap will propel your business
forward with three simple steps: Refine. Audit. Deliver.
We’ve identified five forces of change that you need to make into your benefactors: scientific and technological
advancement; rapid media development; improved businesses revenue models; disruptive, cultural, social, and geopolitical
environments; and people, the influencers and the skeptics.
True or False? We’re marketers and agencies using media to target certain demographics, creating content as frequently
as possible to maximize reach and increase sales through persuading ad campaigns. False. We have to transform our self-
perception. We must become cross-site collaborators that optimize content through all-touchpoints only when and where
our campaigns are wanted, needed, appreciated, and can result in multi-win outcomes for business, people, and society.
What does all that mean? The world moves fast. Keeping up isn’t the goal anymore. Now, we have to stand at the finish line,
look back, and predict the progress and course of all the players in the race. This is done through Refinement.
Feeling inspired? Good. Because this new frame of mind and reference will catapult you towards content worth sharing. But,
even great content needs auditing. All ideas must pass the MADES
RAVES test. Does your approach meet all these facets
as a cohesive concept? No? Refine it. Yes? Deliver. Using the All-Touchpoint Value Creation Model, you can maximize both
context and substance. When a business can operate under the united purpose to appeal to individuals’ aspirations for life
and their community, while remaining positive and responsible towards the culture and society, then we’ve gone Beyond
Advertising.
This Roadmap leads to a clear success, the clearest, in 20/20.
Daniel Colon | Oscar Aragon | Lindsi Arrington
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved14
WHARTON UNIVERSITY
Creative output
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WHARTON UNIVERSITY
Creative output
Pantone
P 174-12 C
Pantone
P 174-12 C
(Custom Assets)
AVENIR (BLACK)
AVENIR (BLACK)
POSTER
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WHARTON UNIVERSITY
Creative output
Digital/Print Ads
Option 1
Option 2
Option 3
Option 5
Option 4
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WHARTON UNIVERSITY
Creative output
Digital/Print Ads
(Mock-ups)
Digital
Print
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WHARTON UNIVERSITY
Store Display
Creative output
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Creative output
VIDEO
(Rough)
BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved25
WHARTON UNIVERSITY
Reflection
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WHARTON UNIVERSITY
What we learned from this case
Value of clarity and simplicity.
Foresight is now 20/20 by Daniel Colón, Oscar Aragon, Lindsi Arrington - #BHMASLife16
identity driven brand building®
strategy | communication | implementation | falconplein 30 | 2000 antwerpen | belgium | +32 (0)3 237 05 95 | brandhome.com

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Foresight is now 20/20 by Daniel Colón, Oscar Aragon, Lindsi Arrington - #BHMASLife16

  • 1. Wharton University Foresight is now 20/20 February 2016
  • 2. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved2 WHARTON UNIVERSITY Team
  • 3. A M IA M I A D SC H O O L B R IEFIN G BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved3 WHARTON UNIVERSITY Team Daniel Colón Art Director E: DannyColon@me.com P: (305) 794-0290 E: cabeto8844@gmail.com P: (786) 443-0167 E: Lindsi.Arrington@gmail.com P: (571) 212-5026 Oscar Aragon Art Director Lindsi Arrington Copywriter
  • 4. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved4 WHARTON UNIVERSITY Debriefing
  • 5. A M IA M I A D SC H O O L B R IEFIN G BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved5 WHARTON UNIVERSITY Debriefing The Wharton Future of Advertising Program has summed up its foundation and unique take on advertising in Beyond Advertising and wants to share this potentially revolutionary framework with world. To accomplish this, a few things are needed: [1] Clarity of Idea [2] Re-Design of Roadmap Illustration [3] Engaging Video Explanation [4] Book Promotion Using the Beyond Advertising Roadmap [5] Travel-Size Version of the Poster to Keep Users Engaged with the Concepts
  • 6. A M IA M I A D SC H O O L B R IEFIN G BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved6 WHARTON UNIVERSITY Target Business owners and aspiring business owners. This Roadmap is for those looking to revamp their business structure for the better or start a business with a solid foundation.
  • 7. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved7 WHARTON UNIVERSITY Strategic insights
  • 8. A M IA M I A D SC H O O L B R IEFIN G BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved8 WHARTON UNIVERSITY Strategic insights - Perpetuate design and style of book to promote association between the book and the Wharton program - Appeal to a dynamic audience (corporate and creative)
  • 9. A M IA M I A D SC H O O L B R IEFIN G BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved9 WHARTON UNIVERSITY Strategic insights - KPI’s - Increased awareness and sales of book - Increased awareness and enrollment of Wharton advertising program - Application of the Beyond Advertising Roadmap in the industry (KPI’s)
  • 10. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved10 WHARTON UNIVERSITY The BIG idea
  • 11. A M IA M I A D SC H O O L B R IEFIN G BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved11 WHARTON UNIVERSITY The BIG idea - Rationale FORESIGHT IS NOW 20/20. REFINE. AUDIT. DELIVER. The Beyond Advertising Road Map broken down into three, easy to follow steps.
  • 12. A M IA M I A D SC H O O L B R IEFIN G BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved12 WHARTON UNIVERSITY The BIG idea - Rationale I. Refine a. Operational (Anticipate and leverage innovation.) Five forces of change b. Mental (Enlist a new vocabulary.) From To Marketers and Targets Cross-Silo Collaborators Ads Value-Creation Touchpoints Frequency & Reach When and Where Needed, Wanted & Appreciated Sales Push & Persuasion Business-People-Society Win-Win-Win Ad Campaigns Holistic Initiatives c. Structural (Create an atmosphere that cultivates growth.) Transcend hierarchal silos and barriers: aligned objectives from CEO to brand ambassadors II. Audit a. MADEs Multisensory, Audience, Delivery Mechanism, Environment, Synergy b. RAVES Relevant & Respectful, Actionable, Valuable & Value-Generating, Exceptional Experience, Shareworthy Stories III. Deliver a. All-Touchpoint Creation Model
  • 13. A M IA M I A D SC H O O L B R IEFIN G BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved13 WHARTON UNIVERSITY The BIG idea - Story Foresight Is Now 20/20 If two heads are better than one, how about 200? From 22 different countries? Ranging from CEOs to creatives to academics and more? Well that’s how we’ve applied the clarity of 20/20 hindsight to 20/20 foresight. That’s the foundation on which the Wharton Future of Advertising Program stands. The Beyond Advertising Roadmap will propel your business forward with three simple steps: Refine. Audit. Deliver. We’ve identified five forces of change that you need to make into your benefactors: scientific and technological advancement; rapid media development; improved businesses revenue models; disruptive, cultural, social, and geopolitical environments; and people, the influencers and the skeptics. True or False? We’re marketers and agencies using media to target certain demographics, creating content as frequently as possible to maximize reach and increase sales through persuading ad campaigns. False. We have to transform our self- perception. We must become cross-site collaborators that optimize content through all-touchpoints only when and where our campaigns are wanted, needed, appreciated, and can result in multi-win outcomes for business, people, and society. What does all that mean? The world moves fast. Keeping up isn’t the goal anymore. Now, we have to stand at the finish line, look back, and predict the progress and course of all the players in the race. This is done through Refinement. Feeling inspired? Good. Because this new frame of mind and reference will catapult you towards content worth sharing. But, even great content needs auditing. All ideas must pass the MADES RAVES test. Does your approach meet all these facets as a cohesive concept? No? Refine it. Yes? Deliver. Using the All-Touchpoint Value Creation Model, you can maximize both context and substance. When a business can operate under the united purpose to appeal to individuals’ aspirations for life and their community, while remaining positive and responsible towards the culture and society, then we’ve gone Beyond Advertising. This Roadmap leads to a clear success, the clearest, in 20/20. Daniel Colon | Oscar Aragon | Lindsi Arrington
  • 14. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved14 WHARTON UNIVERSITY Creative output
  • 15. A M IA M I A D SC H O O L B R IEFIN G BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved15 WHARTON UNIVERSITY Creative output Pantone P 174-12 C Pantone P 174-12 C (Custom Assets) AVENIR (BLACK) AVENIR (BLACK) POSTER
  • 16. A M IA M I A D SC H O O L B R IEFIN G BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved17 WHARTON UNIVERSITY Creative output Digital/Print Ads Option 1 Option 2 Option 3 Option 5 Option 4
  • 17. A M IA M I A D SC H O O L B R IEFIN G BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved18 WHARTON UNIVERSITY Creative output Digital/Print Ads (Mock-ups) Digital Print
  • 18. A M IA M I A D SC H O O L B R IEFIN G BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved23 WHARTON UNIVERSITY Store Display Creative output
  • 19. A M IA M I A D SC H O O L B R IEFIN G BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved16 WHARTON UNIVERSITY Creative output VIDEO (Rough)
  • 20. BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved25 WHARTON UNIVERSITY Reflection
  • 21. A M IA M I A D SC H O O L B R IEFIN G BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved26 WHARTON UNIVERSITY What we learned from this case Value of clarity and simplicity.
  • 23. identity driven brand building® strategy | communication | implementation | falconplein 30 | 2000 antwerpen | belgium | +32 (0)3 237 05 95 | brandhome.com