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
Foresight is now 20/20
February 2016

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WHARTON UNIVERSITY
Team

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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

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WHARTON UNIVERSITY
Debriefing

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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.

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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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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)

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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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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

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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

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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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WHARTON UNIVERSITY
Creative output
VIDEO
(Rough)

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WHARTON UNIVERSITY
Reflection

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WHARTON UNIVERSITY
What we learned from this case
Value of clarity and simplicity.

23. identity driven brand building®
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