CREATIVE BRAND STRATEGY - PROJECT 1B
Neoh Kar Yan (0339338)
Creative Brand Strategy
Project 1B - Situation Analysis
INSTRUCTIONS
PROJECT 1B
After we explored and get to know the different established events or campaigns, we are now required to either create a new one or to re-brand an existing event for project 1B.
As the event is local based, I researched further on local events. Sadly, a lot of them do look like they need a desperate rebranding. However, I wanted to pick an event I'm interested in. As I was thinking of food festivals, Mr. Mike suggested that I can work on a food festival for Ipoh.
Hence, I proposed to rebrand the PIFF: Penang International Food Festival, but for Ipoh instead.
FEEDBACK
Week 5
Specific Feedback: Have a food trail, dessert galore, Ipoh food trail, etc, have vouchers pre-event for people to buy Ewallet promote for discount. Go and find locations in Ipoh to associate with the specific food. Try to make the event bigger. Overall it looks good.
REFLECTION
From this project, I learned to understand a business in a more effective and hollistic manner. It is essential to understand things like SWOT analysis, customer journey, and positioning. Understanding the whole process and flow of an event - how it starts from the first stage (awareness) to the very last stage (Advocacy) is crucial for us to develop a successful event. The key is to be user-centric, to empathize, and to put ourselves into our user's shoes.
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