THE DOGS
BRAND ESSENCE
School project
Čestmír Benda
Year
2020
Location
Czechia
Position
Strategist, Idea maker
Creating a brand essence for an ad agency is tricky because everyone in this market wants to stand out. I could create something elegant minimalistic and boring. Instead of that, I decided to go with big, bold and loud communication because that is more like me.
Assigment
Create a brand essece for an imaginary brand. I also want to see how it works with company communication.
Brand essence is the soul of a brand and acts as a foundation so the brand appears consistent and authentic.
„The best ideas come as jokes. Make your thinking as funny as possible.“
David Ogilvy
Main idea
I was thinking how to make Ad agency special? And I love to work with unique USP of brands.
So I was thinking, what could be the unique USP that would stand out?
What if... The CEO of company was a dog?
My name is Akita. Akita Hokusai. I have worked in marketing for more than 20 years. After a modeling career, I decided to set up an ad agency. Unleash your imagination and release your inner animal! (Povoľte uzdu Vašej fantázie a vypustite Vaše vnútorné zviera!)
THE DOGS
RELEASE YOUR INNER ANIMAL
Sme jediná marketingová agentúra na svete, ktorej CEO je pes. A rozhodne po nás šteká menej ako Vaši ľudský šéfkovia. Sme svorka ktorá sa nezľakne žiadneho projektu. Vašu komunikáciu odviažeme z reťaze a vypustíme do sveta v takej podobe že si ju všimne každý ľudský jedinec.
(We are the only marketing agency in the world whose CEO is a dog. And he definitely barks less at us than your human bosses. We are a clamp that does not frighten any project. We will untie your communication and release it into the world in such a way that every human individual will notice it.)
Brand essence - Communication that is definitely not boring
FUNCTIONS - We are a small marketing agency. We create unique ads that can sometimes be on the edge. But they will definitely not get lost in the advertising noise.
PERSONALITY - Young, wild and free. Confident. Funny. Playful.
PERFORMANCE - We are a new player on the field. We want to become a medium-sized agency that clients will choose thanks to its characteristic work
Our internal rules
Never bark on a client!
No sniffing butts during working hours!
Free bones for every employee!
Advertising concepts
I want to point out that background art is not mine!
Unfortunately I do not know the name of this talented artist.
What I would do better next time?
I really loved doing copywriting for this project. So many thing I could use in communication. But one thing that I would change would be the brand essence. I think it is too broad and it is not really related to the brand as much as it could be.
