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Future of Advertising, Personal Branding | Class#4

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Future of Advertising, Personal Branding | Class#4

  1. 1. FUTURE OF ADVERTISING Fall 20 Thursdays, 1-6 PM Instructors: Zach Pentel & Boriana Strzok Class 4: Personal Branding
  2. 2. TODAY WE’LL FOCUS ON: REVIEW LAST WEEK’S ASSIGNMENT Go over your blog posts. Discussion. Questions? QUIZ SHAPING YOUR PERSONAL BRAND Building your portfolio for the future. • How to build your personal brand • Essential parts of a portfolio • Beyond the typical “About Me” page • Strong Work + Unique Personal Brand = Opportunities HOW TO GET HIRED What’s expected of you? How are people leveraging digital tools to promote themselves? What does it take to get hired?
  4. 4. “Maison Orphee is a producer of fine oils, mustards, and vinegars. [...] Their brand rests on the juxtaposition of traditional European oilers and the modern approach of the company’s leader. There is a great sense of sophistication and naturalness that is apparent both in their packaging design and through the production of their products. - Andi
  5. 5. “My only disagreement with Ms. Lang is her underestimation of the consumer. [...] Old Spice has created a brand that relies almost completely on non sequitur. There’s nothing about Terry Crews’ Muscle Music that makes me want to wear Old Spice, but the humor is enough to connect me to the brand in a meaningful way.” - Kyle
  6. 6. “Toyota matches my personality.” (no)
  7. 7. “Toyota satisfies my need.” (yes)
  8. 8. “Old Spice matches my personality.” (yes)
  9. 9. “Old Spice satisfies my need.” (?)
  10. 10. ““At Chipotle, we aim to do a few things but do them exceptionally well. When Chipotle first opened its doors in 1993, the goal was simple: to serve high quality, delicious food quickly with an experience that not only exceeded, but redefined the fast food experience…Good food IS good business.” - Molly
  11. 11. We treat our animals ethically Ethical treatment makes cows healthy Healthy cows taste better Good taste = good food Good food IS good business
  12. 12. “[...] this past year, JC Penney has been recreating their image and the process of buying items in a department store. First off they started their “Fare and Square” slogan in conjunction with the removal of coupons and discounts; in hopes that their promise of always lower prices and no more taking time to cut coupons would increase their sales. [...] This was not the case. - Miah
  13. 13. JCPenny simplifies shopping by guaranteeing great, hassle-free deals.
  14. 14. JCPenny simplifies shopping by guaranteeing great, hassle-free deals on the products you want and love.
  15. 15. “Consumers can relate to [POM] because they want to be healthier, more natural and organic. The brand makes people feel like they are doing something to better themselves, their health specifically and they believe in the power of pomegranate.” - Magdalena
  16. 16. “Brands like Apple and H&M strive in their markets because of their simple, straightforward messages that resonate with people all around the world. Their credibility grows more and more because of their actions that correlate with their core purposes.” - Bri “It's important to remember that when it comes to advertising, the most important thing for a company to do is to make sure the experiences their audience gains from its branding is the same experience they gain from buying the product.” - Heather
  17. 17. Talk the talk, walk the walk.
  18. 18. “Bonobos; a men’s clothing company that specializes in making men look good from the waste down. Pants, what this company was founded on. Bonobos is known for two things: 1. Well-fitting men’s pant’s  2. Customer service” -David
  19. 19. Differentiate on style, and you’ll last as long as skinny, rolled-up khakis are popular. Differentiate on brand promise, and it doesn’t matter what you sell.
  21. 21. KNOW YOURSELF: PERSONAL CONTEXT What makes you unique?
  22. 22. What’s your personal narrative? Talent and creativity is simply not enough. What’s the bigger picture? Who are you as a social being? What are your interests, experiences, background, cultural and personality traits, etc. What’s your passion? What makes you creative?
  23. 23. SHAPING YOUR PERSONAL BRAND The key to success is to be compensated based on your passion.” creative Have you ever been called intelligent or humorous by your peers or coworkers? That description is part of your brand, especially if you feel those attributed pertain to you. To know if you’ve discovered your brand, you need to make this equation equal: Your self-impression = How people perceive you –Dan Schawbel
  24. 24. “It’s really important that you take as much control of your personal brand as possible, and that really starts with owning your own name… ...Most importantly, students should be using their social media accounts to display thought leadership…” –Heather Huhman, Mashable Via Mashable
  25. 25. GET TO KNOW THE INDUSTRY Why do you want to work in the ad industry? What’s your personal motivation? Learn about the industry. Be curious. Network. Explore. Acquire skills. Internships. Ask for feedback. Reflect. Do all of the above before graduation.
  26. 26. Advertising is like learning – a little is a dangerous thing. –P. T. Barnum
  28. 28. PORTFOLIO SITES Behance.com Coroflot.com Cargocollective.com Carbonmade.com Tumblr.com Flavors.me
  29. 29. STEP 1 Take a step back, and curate your best work. Select the pieces that you’re most proud of. It’s not about volume, it’s about good ideas.
  30. 30. Always showcase the type of work you want to be doing in the future. –Matias Corea, Co-founder and Chief Designer of Behance
  31. 31. Your portfolio is only as good as your weakest project.
  32. 32. STEP 2 Design every project so it’s memorable: • Show an overview of the project first and then share the thinking behind it. • Pick an appropriate title that describes the project. • Give the project a context with a quick description. • Include key images
  33. 33. “The title, a short paragraph, and first image should be engaging enough to make people want to look at the entire project." –Matias Corea
  34. 34. STEP 3 Keep it simple. • The work should be the most important aspect of your site • Don’t use complex backgrounds and variety of fonts • Less sections. Focus on content. • About Page + Projects Page + (SM links) = Perfect Start
  35. 35. Simplicity in the interface and visual design of your website will push your work to the surface, where it should be. –Matias Corea, Co-founder and Chief Designer of Behance
  36. 36. STEP 4 Brand your site Your site should reflect who you are. • Design your personal brand. • Tell your story. • Have a voice & share your point of view. • Connect your process to your work. • Be authentic.
  37. 37. Personalize your "about" page. Tell a story. Your story! Don’t just list past jobs, the software you know or use overinflated words to describe your skills, but be honest, real and authentic.
  38. 38. Excerpt from: “6 Steps To Creating a Knockout Online Portfolio” by Mell Ravenel, BEHANCE via 99u.com
  39. 39. STEP 5 Add extra details that complete the picture Your achievements or aspirations • Awards and accomplishments. • Include your resume • Add your blog and/or Twitter feed • Be approachable and invite people to contact you: If you're looking for work, consider using a contact form on your portfolio. Wufoo or JotForm allow you to customize fields so you can ask for all the information you need up front, like budget and timeline expectations. • Promote your work via Social Media sites only if they enhance your brand
  40. 40. STEP 6 Manage your content. Keep your portfolio fresh. Update your profile. Ask for feedback. Evolve your work. Stay current. Make sure your SM have appropriate content.
  41. 41. ASSIGNMENT FOR NEXT WEEK: 1. Read: “The resume is dead, the bio is king” by Michael Margolis • Review and update your portfolio site. • Design your personal brand. • Write your own story and update your “About” page. • Design your resume to match your personal branding and post on your site. 2. Review Edward Boche’s “A Lecture on Fundamentals of Creative Development” and write a post about what you learned from his lecture “...why brands advertise, the role of creativity, and the characteristics that separate great ideas from the mediocre ones.” Extra point for posting a comment on his site.
  42. 42. INSPIRATION: “Nothing will stop you being creative so effectively as the fear of making a mistake.” — John Cleese