Brand Strategy, Messaging & Digital Campaign Production
THE BRAND ARCHETYPE
To kick off a new engagement with Comcast Technology Solutions (CTS) in February 2020, Look Listen, led by me, hosted a half-day workshop to uncover their brand voice and get their value proposition to market. One key milestone in the foundational work we did was the creation of a completely unique brand archetype for CTS after a card sorting session using Archetypes in Branding: A Toolkit for Creatives and Strategists. After the card sorting (and at the beginning of a pandemic that pushed all subsequent workshops, stakeholder interviews, and collaborative work with the client online), I drafted the content and brand components of a new archetype: The Sensei.
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With this new archetype, it was important to find something honest about CTS that could be owned by them as an internal rallying cry. The idea of “who would play them in a movie,” using fictional heroes in this case, enforces the idea of a personified brand archetype that the team can think to for inspiration and clarity on the company’s goals. But, an archetype isn’t enough to get a brand to a sustainable messaging strategy. CTS needed something more actionable.
This project in full involved about 30 team members at CTS in sales and marketing and Look Listen in design and content, spanning almost all of 2020. Deliverables I had a key hand in conducting, writing and editing included:
Stakeholder Interviews
Brand & Messaging Workshops
CTS Product Suite Naming & Emblem Creation
Audience Personas & Key Messages
Go-to-Market Strategy for Internal & External Audiences
THE LEAD GEN CAMPAIGN
In the midst of working on the larger brand elements, the Advertising Group at CTS came to Look Listen with a media banner campaign request. Leading to a white paper, the banners utilized a simple turn of phrase to convey the value proposition of the Ad Group’s product set in either an animated or static environment. A sample of the creative, designed by Look Listen Visual Designer Daniel Alfonzo, is below.
Client: Comcast Technology Solutions
Agency: Look Listen
Lead Strategist & Copywriter: Annemarie Miller
Date: 2020
Photo by Sajad Nori on Unsplash