The brand is colgate .List the EMOTIONAL modifiers associated with your brand Write a short statement that summarizes what you learn about the brand from these EMOTIONAL modifiers For example: The overall feelings associated with Coca Cola are community, togetherness, happiness and good times. Coca Cola is about creating unity and relationships. List the DESCRIPTIVE modifiers associated with your brand List the DESCRIPTIVE modifiers in order of importance (1 is the most important) 1 2 3 4 Write a short statement explaining why number 1 is the most important in your opinion List key words that describe the function of the brand/product What is its purpose? What WANT or NEED does it fulfill?Your task is to use the EMOTIONAL, DESCRIPTIVE and FUNCTIONAL MODIFIERS to create a NEW MANTRA/SLOGAN/TAG Remember Remember the words you choose need to SUMMARISE what is UNIQUE about the brand a way that the target market understands the VALUE PROPOSITION in Keep Keep it shortK Make Make a list of key words you want to include Prioritize Prioritize those words which ones are most important? 1 First draft 2 Second draft (refining the words based on the first draft) 3 Third draft (reducing the words to those which are essential) 4 Fourth draft: Final On this slide write a short paragraph that explains why you think your final mantra/slogan/tag communicates the unique value of your selected brand Now you have created a new MANTRA for your brand, your task is to outline the EMOTIOAL and RATIONAL parts of the brand value proposition At the conclusion you will need to decide what matters most for your brand: EMOTIONAL CONNECTORS or RATIONAL? You will need to refer to the slides used in class and to your notes Use the template provided in the following slides For each of the following identify an EMOTIONAL connector for your chosen brand: Aesthetic visual appeal Status brings prestige - recognition Formative connection my grandparents always had this in their home Traditional association its part of who I am where I come from Reward I deserve this Community Shared Values We like/can afford/want the same things Sustainable credentials (Eco friendly) .For each of the following identify a RATIONAL connector for your chosen brand: Function fulfils a need Benefit fulfils a need Value the money expended is deemed to be worth the financial sacrifice required in order to obtain the functional benefit Affordability within budget reach for the customer Comparative quality/function/benefit to other similar products As you reflect on what you have identified on slides 7 and 8 which is more important to your brand? Emotional or Rational? You may conclude that they both matter equally You may conclude one is more important than the other You decide! State your decision Write a short paragraph explaining why you have answered as you did