Formal Project Proposals – Week 3

Resurgence of Mascots in Advertising
Mascots used in advertising campaigns are a game changer. It will go over really good or really bad. These spokes creatures help consumers to better remember products. People typically also form a direct connection between these two. Many company’s products have benefited greatly from these connections. This technique works especially well with children. For example, as soon as you see Tony the Tiger immediately you think of Frosted Flakes. Traditionally, mascots were only used on packaging, advertising, and commercials. Now you can follow your favorite spokes creature on social media and interact with them.

Define the Project
Matching Card Game
“Go Fish” Style: Must collect all 3 cards that go together (mascot, logo and product). Each player is dealt 5 cards. Players ask each other for the cards they need. When the other player does not have the requested card the player must pull from the deck. When you gather the set you are to put them down in front of you. The person with the most sets once all the cards are used wins.

Goals: Teach children about the relationships formed between a brand’s mascot, logo and product
Potential Venue: Elementary school (age 7+)

Budget: about $50 (cards – $40; Box – $3)

Pros: It’s simple; Children have fun and learn at the same time

Cons: Children may lose interest waiting to find their card in the deck; Could destroy the cards

Risks/Challenges: Copyright issues with logos and mascots; Having the design sent to print in time for final

Supportive Materials
http://www.bloomberg.com/news/articles/2015-06-09/why-are-so-many-fast-food-characters-coming-back-from-the-dead-
http://peoplewhothink.com/article/bringing_mascots_out_of_mothball
http://brandchannel.com/2012/03/26/mascots-make-a-comeback-thanks-to-social-media/
http://adage.com/article/news/mascots-brands-social-media-accessories/233707/
http://www.businessinsider.com/how-memorable-mascots-can-make-you-more-money-2012-1
http://businessrockstars.com/power-brand-mascot/
http://www.chicagonow.com/marketing-strategist/2013/02/5-reasons-why-mascots-are-particularly-relevant-for-brands-with-dual-momchild-targets/
http://www.campaignlive.co.uk/article/mascots-building-place-consumers-hearts/1173811
http://www.tronviggroup.com/mascots-brand-amplifiers/
http://www.business2community.com/branding/personifying-brand-use-brand-mascots-social-media-0842423
http://www.ipost.com/blog/branding/the-symbol-of-success-brand-identity-through-logos-and-mascots/
http://www.escp-eap.net/conferences/marketing/2005_cp/Materiali/Paper/Fr/Beirao_Lencastre_Dionisio.pdf
http://www.creativebloq.com/branding/50-most-iconic-brand-mascots-111413567

http://blog.hootsuite.com/the-value-of-earned-social-through-brand-mascots/
https://www.thegamecrafter.com/publish/product/PokerDeck

Role Model Projects
Go Fish
Card game of matching that the project has been modeled. This classic card game is for children typically between the ages of 4 and 10. The cards are dealt and the players ask each other for specific cards. If the player does not get a card they are to draw form the pile. The goal is to collect all 4 cards of a suite. The person with the most suites once all the cards are gone wins. It is usually played by 2 to 5 people.
http://www.bicyclecards.com/how-to-play/go-fish/

Match It! First Words Memory
Game of memory matching for children age 3 and up. It teaches children the association between the picture and the word, helping them learn their first words. The game pieces are also puzzle pieces that are to be put together once matched up. It is played by 1 child at a time.
http://www.amazon.com/The-Learning-Journey-Match-Memory/dp/B004OL2DAG

Topic 2
Consumer Reaction to Rebranding
For years companies have been rebranding themselves to better there market position. In the past when a new logo was released it was done full blast on products, signage, Ads etc. People would have to wait to see it on one of these outlets. Now companies are using social media and the internet as sort of a free market response. Consumers react almost instantly on social media. This puts pressure on the brands.

Define the Project
Product/Ad/Logo Design
Take a classic company and do a complete rebrand of logo, packaging, Ads etc.

Goals: Create a reaction from consumers

Potential Venue: Grocery store

Budget: about $30

Pros: Consumers get accustomed to seeing the same product logos/design, replacing the product should produce a reaction

Cons: People not recognizing the product and passing by

Risks/Challenges: Getting throw out of the store; Possibly finding a store that will allow the it to happen

Supportive Materials
http://www.underconsideration.com/brandnew/#.VexvQHtttDE
http://www.digett.com/blog/10/22/2013/rebranding-good-bad-and-ugly

http://www.businessinsider.com/rebranding-failures-2010-3?op=1
https://www.linkedin.com/pulse/when-logo-design-comes-together-just-makes-sense-lionel-thomas
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.319.1215&rep=rep1&type=pdf
https://goodpackagedconsumers.files.wordpress.com/2012/10/67737660.pdf
https://www.linkedin.com/grp/post/95409-6044550924414758914

Role Model Projects
Google Logo Redesign
Google recently redesigned it’s logo. Once it hit the web, social media, blogs and more started buzzing about it. Some remarks were good some bad. Almost instantly the world was taking about the new design. It seemed to be the hot topic for the week.
http://fortune.com/2015/09/01/google-brand-new-logo/

Verizon Logo Redesign
It seemed like Google’s new logo just hit the wire and then Verizon released theirs. Unlike Google, Verizon has store, product, Ads etc., the logos on these are still the old design. It seems as if Verizon is testing the waters with the design before fully rolling it out across all facets of their business.
http://www.adweek.com/news/advertising-branding/design-team-behind-new-verizon-logo-says-its-meant-be-flexible-not-clever-or-flashy-166690

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