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
CONNECT THE DOTS
February 2016

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WHARTON UNIVERSITY
TEAM

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WHARTON UNIVERSITY
TEAM
SARAH DAOUDI
ART DIRECTOR
ALEJANDRA GONZALEZ
ART DIRECTOR
JULIO SANCHEZ
ART DIRECTOR
ANA DORTA-DUQUE
ART DIRECTOR

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WHARTON UNIVERSITY
DEBRIEFING

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WHARTON UNIVERSITY
DEBRIEFING
From the infographic monster to the puppy version
From students to business people, the first comment upon seeing
the infographic was: THIS SEEMS EXTREMELY COMPLICATED.
Make the current infographic visually attractive, extremely simple
and easy to understand… no matter who your audience is.
Focus on promoting the book
REDEFINE the advertising world and create a 360 platform to
spark this movement.

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STRATEGIC INSIGHTS

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WHARTON UNIVERSITY
STRATEGIC INSIGHTS
In a world where every entity is self-centred and focused
on its own success we need to bring about the notion of
collaboration where links and networks are created by
joining forces and connecting the right people and entities
to form a whole. CONNECTIONS LEAD TO UNIFICATION
WHICH LEADS TO VALUE CREATION.

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WHARTON UNIVERSITY
OUR TARGET
Executives
Academics
Students
Forward thinkers
Anyone interested in marketing and the advertising industry
The Wharton Future of Advertising Program is for anyone who
seeks to foster a broader positive impact of advertising in the
world. – Wharton refers to these people as the “change agents”

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WHARTON UNIVERSITY
STRATEGIC INSIGHTS - KPI’S
BOOK LAUNCH
Book sales in the first 3 months • Reevaluate to readapt the advertising strategy for the
book.
SALES
Online sales • Offline sales • Sales for new products • Services such as the
MOOC Course + Sirius XM weekly Radio show.
BRAND AWARENESS / ENGAGEMENT
Website traffic • Page views • Video views • Document views • Downloads
Blog comments • Likes, shares, tweets, pins
SOCIAL MEDIA CAMPAIGN
Creating a movement through social platforms • Number of followers • Page visits •
Trending topic (how many people are talking about it on social platforms)

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WHARTON UNIVERSITY
THE BIG IDEA

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WHARTON UNIVERSITY
THE BIG IDEA - RATIONALE
CONNECTIVITY RESULTING IN SYMBIOSIS
The world is in constant movement and evolution is inherent
to its growth. Imagine the world as an infinite doted map that
comes alive as links are formed to make a whole. What would/
could you accomplish if you were the force that connected all
those dots. The power of connexion is infinite and it is up to you
to ignite the spark that will move the world from an independent
to an interdependent whole. Just connect the dots.

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WHARTON UNIVERSITY
THE BIG IDEA - CREATIVE PLATFORM
CONNECT THE DOTS, IGNITE SPARK

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WHARTON UNIVERSITY
CREATIVE OUTPUT

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WHARTON UNIVERSITY
CREATIVE OUTPUT
VIDEO

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WHARTON UNIVERSITY
CAMPAIGN

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WHARTON UNIVERSITY
PRINT

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WHARTON UNIVERSITY

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WHARTON UNIVERSITY
HOW IT WORKS

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WHARTON UNIVERSITY

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WHARTON UNIVERSITY

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WHARTON UNIVERSITY

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WHARTON UNIVERSITY
CREATIVE OUTPUT
VIDEO

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WHARTON UNIVERSITY
INFOGRAPHIC

30. TOUCHPOINTSTOUCHPOINTS
MADES
+
RAVES
BEYOND ADVERTISING
5FORCES
of
CHANGE
VALUE
CREATION
17 TOUCHPOINTS
+
MADES & RAVES
CHALLENGE
ENTRENCHED
MENTAL
MODELS
MADES
+
RAVES
AS FORCES of CHANGE
EVOLVE, VALUE CREATION
is ONLY POSSIBLE WHEN
MODELS are CONTINIOUSLY
CHALLENGED
FUTURE of ADVERTISING
17 TOUCHPOINTS
+
MADES & RAVES
IMPLEMEN
TATION

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WHARTON UNIVERSITY
SPARK A MOVEMENT

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WHARTON UNIVERSITY

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WHARTON UNIVERSITY
CONNECT THE DOTS,
IGNITE SPARK.

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WHARTON UNIVERSITY
CONNECT THE DOTS,
IGNITE SPARK.

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WHARTON UNIVERSITY

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WHARTON UNIVERSITY
CREATIVE OUTPUT
VIDEO

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WHARTON UNIVERSITY
ADVICE FOR THE CLIENT

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WHARTON UNIVERSITY
Leverage Wharton’s network to push sales, write articles,
comments, etc
Advertise and bank on the idea rather than the book itself…
your selling a new way of life/business, not just a book
IT’S ABOUT THE 2020 VISION

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WHARTON UNIVERSITY
REFLECTION

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WHARTON UNIVERSITY
WHAT WE LEARNED FROM THIS CASE
A SYMBIOTIC RELATIONSHIP CAN BETTER
THE WORLD OF ADVERTISING.
EVERYTHING IS IN CONSTANT CHANGE.
WE ALWAYS HAVE TO BE RECONNECTING THE DOTS.

41. identity driven brand building®
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